Cannes Lions: Gold for On and the Deep Longing for Humanity
From a Swiss perspective, Tuesday at the Cannes Lions marked one of the festival’s highlights so far: Zurich-based athletic shoe manufacturer On won a Gold Lion and two Silver Lions in the Film Craft category for its film «Shape of Dreams.».
Gold for Traumspot
When a campaign wins gold in Cannes, that’s already a major honor. But anyone holding a Lion in their hands inevitably starts dreaming of the Grand Prix. That’s exactly what happened with On. The Swiss sports brand won gold for «Shape of Dreams» in the Film Craft category—and remained a frontrunner in the race for the top prize right up until the very end.
«We all loved On’s work. We watched it over and over again,» jury president Pip Smart revealed to m&k editor-in-chief Anna Kohler at the press conference. Along with the German entry «No Project without Drama» and the eventual Grand Prix winner «Your Way Out,» «Shape of Dreams» was among the jury’s absolute favorites. «There’s so much love and dedication in this film. In the end, the jury makes the decision, and sometimes it’s just a very close call.»
A brand with Cannes potential
Perhaps this narrow miss (Grand Prix) actually fits the story the film tells. After all, «Shape of Dreams» is about the birth of great ideas, about constant refinement and further development. A little room for improvement can also be an incentive. After all, there are brands in Cannes that have been on a real winning streak for years. Coca-Cola, Heinz, Nike, and Apple have shown how creative excellence can become second nature.
On certainly has the potential to join this ranks. The brand combines Swiss precision with an almost magical sense of elevation. What once began as an innovation in running shoes has long since evolved into a global lifestyle brand. Collaborations with personalities like Zendaya and Roger Federer show that On doesn’t just sell products—it tells stories. Stories that inspire people while exuding a certain lightheartedness. It’s precisely this blend of ambition and enchantment that seems to be resonating in Cannes as well.
More a work of art than a sports advertisement
But what is «Shape of Dreams» really about? Directed by Spike Jonze, the film was created as part of a collaboration between On, actress Zendaya, and her longtime creative partner Law Roach. Instead of a traditional sports commercial, the three-minute piece takes viewers into the fictional «Dream Lab,» a surreal dream laboratory where ideas, fabrics, and silhouettes are constantly changing.
Clothing isn’t created on a drawing board; rather, it seems to develop organically before the audience’s eyes. Fabrics stretch and shift, and silhouettes change shape as Zendaya wanders through a world that is constantly reinventing itself. The result is less of a commercial and more of a visual art installation—a poetic exploration of creativity, design, and movement.
Director Spike Jonze, known for films such as «Her» and «Being John Malkovich,» drew inspiration from classic stop-motion works. Despite its elaborate visual effects, the film feels surprisingly tactile and tangible. Every scene gives the viewer the feeling of witnessing a creative process unfolding in real time.
It’s therefore hardly surprising that the work was nominated four times in the Film Craft category at Cannes. This category doesn’t evaluate strategy or brand impact, but rather technical skill—direction, editing, visual effects, sound design, and production. These are precisely the elements that give great films their soul.
In the end, it wasn’t enough to win the Grand Prix. Still, the Gold in Film Craft remains a remarkable achievement. Above all, it confirms that On is no longer perceived merely as a sports brand, but as a creative force that’s competing at the very top on the world’s biggest advertising stage. Perhaps this is the start of the very Cannes run that will turn a strong brand into a legend.
Back to the Human
Anyone who attended the various press conferences throughout the day heard the same terms over and over again: humanity. Craftsmanship. Love. Culture. Dedication. One might have expected that Cannes 2026 would be all about artificial intelligence. Yet here on the Croisette, of all places, a counter-movement seems to have emerged. «Every trend generates a countertrend,» as one of the jury presidents aptly put it. While AI certainly played a role—particularly in the Entertainment for Music and Entertainment for Sport categories—it was used solely as a tool. The focus was on real people, real stories, and real emotions.
This trend was particularly evident at the Design Lions. The Grand Prix was won by TBWA Los Angeles for its redesign of Apple TV. Here, too, one phrase came up repeatedly: «Made by hand, not by AI.» A similar sentiment was evident in the Digital Craft Lions. Technology may be ubiquitous, but the award-winning entries had one thing in common above all else: a strong human idea behind the technology.
Grand Prix for «Your Way Out»
A total of 1,429 entries were submitted in the Film Craft category. The jury noted trends such as nostalgia, classic camerawork, vivid color palettes, music, and emotional stories. The Grand Prix went to «Your Way Out» for Coinbase from the United States.
The Industry Craft Lions were also all about craftsmanship and dedication. The Grand Prix went to the Spanish campaign «Tiny Coffee Shops» for De’Longhi. Small coffee shops were built by hand to show that café-quality coffee is possible at home, too.
It’s striking how often culture has been discussed this year. Craftsmanship is not simply production, but an expression of culture. Perhaps that is precisely what explains the current longing for the human touch. As AI becomes increasingly powerful, creative professionals are rediscovering the value of what machines cannot provide: personal experiences, cultural influences, genuine emotions, and a passion for craftsmanship.
A Relaxing Evening on the Beach
While the final jury discussions were winding down at the Palais and the first Lions were making their way into display cases, hotel rooms, and social media feeds, m&k once again headed away from the main stage. Or rather, to one of those places where Cannes often becomes just as interesting after sunset as it is during the day.
The Swiss delegation gathered at O’Key Beach for an informal wrap-up of the festival’s second day. Amid the sand, the sound of the sea, and conversations about campaigns, juries, and winning entries, it became clear that Cannes thrives not only on awards, but above all on connections. It is precisely in these settings—where creatives, agency heads, brand managers, and industry representatives exchange ideas away from the official stages—that the conversations often take place that continue to resonate long after the festival has ended.
The evening was organized by the IAA Swiss Chapter. President Matthias Kiess and Director Chantal Landis, who have helped shape Switzerland’s presence in Cannes for years, were cheerful hosts. Amid Lions, lessons learned, and mild temperatures, the evening provided an opportunity to reflect on the first day’s highlights and look ahead to the upcoming award shows.
Or to put it another way: After «Your Way Out,» m&k simply moved on to «Anna’s Way to the Beach.» On this second day in Cannes, that path led not so much away from the festival as right into the heart of what makes the Cannes Lions special—beyond the awards: people, conversations, and a shared passion for creativity.
