Having seen a rise in B2B work winning across the Lions, it’s time it finally had its own spotlight on the global creative stage.

Cannes Lions 2022 will see the launch of the new Creative B2B Lions, supported by the B2B Institute, a LinkedIn Think Tank and strategic thought partner. 

Part of the Engagement Track, these Lions will celebrate game-changing creativity for products and services that are purchased by professionals on behalf of businesses.

According to the B2B Effectiveness Code – developed by WARC, in partnership with LIONS and the LinkedIn B2B Institute, business people are inundated with dry, functional marketing, so a little creativity can go a long, long way. 

Creative B2B

What the jurors are looking for.

Entries will need to demonstrate a blend of short-term tactics and long-term brand building strategies that connect with customers, improve brand health and ultimately drive growth.

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

There is no overall limit to how many times the same piece of work can be entered into B2B Lions as long as the categories chosen are relevant.

However, the same piece of work can only enter in either section 'A. Services' or section 'B. Products'

Winning wor

Tackling the Big Issue

Since 1991 UK-based charity foundation The Big Issue has tackled homelessness and poverty by offering people the opportunity to earn a legitimate income by selling magazines to the public. When the pandemic hit and the vendors’ usual audience was forced online, the charity and its micro-entrepreneurs faced a fight for survival.


With a business model based on social interaction and busy streets, a solution to recreate the vendor-sales model online was needed – and fast. The Big Issue partnered with creative agency FCB Inferno London and LinkedIn – home to 70% of the vendors’ clientele – to cross-reference workplace locations with the areas where vendors used to sell. They digitally recreated these neighbourhoods, fundamentally shifting the way the charity does business.

A voyage into the fantastic

72AndSunny Los Angeles brought the power of imagination to vivid life in ‘Fantastic Voyage’. Using VFX to overlay the “everyday” with the “fantastical”. From butterflies fluttering over a subway floor, to macro settings like a futuristic megacity breaching the clouds – Adobe stirred the imagination of the creative industry by painting a picture of limitless possibilities.


Hyper(local) markets

In Colombia local, family-owned markets make up 52% of ABInbev’s consumer market share – so when 23% of corner shops closed during quarantine, the drinks giant looked for ways to use its reach to keep shops selling and customers buying.

They worked to digitise every store, in every corner on every block, in every neighbourhood to create a powerful online shop: Tienda Cerca. All customers had to do to get their daily provisions was to share their location and place their order with their local grocer using WhatsApp.


Lighting up coastal communities

It’s estimated that 840 million people are currently without access to electricity. Renewable energy startup E-Dina and Wunderman Thompson Colombia joined forces to create WaterLight, a device which converts salt water into electrical power, providing up to 45 days of electricity with just half a litre of seawater.

Allowing essential tasks to be carried out after dark, mobile phones to be charged to connect communities and have access to essential services, the device also represents a clean and free energy option that will allow developing nations to have better economic and social development.


Awards open