On Thursday night in Cannes, Canada was recognized for its Creative Strategy prowess.

Dentsu Creative and SkipTheDishes was, once more, awarded a Gold Lion for “The Inflation Cookbook,” a solution to help Canadians combat grocery bill inflation. The app was designed to enable thrifty shopping by scouring deals to find the best prices, and also helped menu planning by generating recipes that match their shopping basket.

The Creative Strategy Grand Prix went to “A Piece of Me” for KPN, out of Dentsu Amsterdam. The focus was to shine a light on the damage caused by sexting, using a song by Dutch star Meau to tell the story. The insight was that the sexting behaviour itself is not the issue, it’s the non-consensual sharing and online bullying aftermath.

In the press conference revealing the winners, Creative Strategy jury president Vita Harris, CSO FCB Global said “we were all drawn to the reframing of the insight.” Harris explained that the victim is often perceived as the perpetrator, and this strategy allowed society to reconnect with the issue in a different way.

Harris added that all the Golds sparked very deep Grand Prix conversations, but “A Piece of Me” was such a big insight and issue that caught on around the world. Harris said “it drove real action,” as a law was passed to criminalize online shaming within a month of the campaign.