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The Direct Lions celebrate targeted and response-driven creativity.

The work will need to demonstrate how insights and/or data were used as part of the strategy to engage specific target audience groups and develop customer relationships, inspiring action and producing measurable results.


A number of criteria will be considered during judging, weighted as follows: 30% idea; 20% strategy; 20% execution; 30% impact and results.

The same piece of work can be entered up to four times in Direct. However, the same piece of work may only be entered once in ‘A. Direct: Sectors’.

What does winning work look like?

OREO CHEAT COOKIES | MONDELEZ EUROPE 2023 MONDELEZ INTERNATIONAL - Oreo Cheat Cookies - SAATCHI & SAATCHI - Cannes Lions 2023 (Presentation Image from The Work - 1528506-22446222)SAATCHI & SAATCHI, DUSSELDORF GOLD, DIRECT LIONS

OREO and XBox teamed up to launch OREO-themed exclusive in-game content for three of Xbox’s top-played games. By launching 6 new cookie designs and giving each of them an innovative role, the work was able to engage a wide variety of consumers. It took home a Gold Lion in Direct.

Other Awards

Creative B2B