The UK has picked up nine awards in the Outdoor category at Cannes Lions 2026 – four Silver, four Bronze and one Gold – from a total of 35 nominations, including work for IKEA, British Airways, Heinz, McDonald’s and KitKat. Together, these winning campaigns show how Out‑of‑Home helps brands reach audiences in the real world with standout creative that cuts through everyday journeys and drives results.
This included IKEA’s campaign celebrating the opening of its new Brighton store. To announce IKEA’s arrival, the brand launched an Out-of-Home ode to the city’s most familiar residents: a tongue‑in‑cheek love letter to Brighton’s seagulls and their notorious habits. By leaning into an iconic part of local culture with humour and bold visuals, the work is a powerful example of contextual Out‑of‑Home, engaging a highly targeted audience in a memorable way.
British Airways’ “Reflections” – the follow‑up to the now‑iconic “Windows” campaign – also claimed honours. “Windows” captured customers’ expressions as they looked out of plane windows, with minimal branding and a strong focus on emotion and storytelling. “Reflections” pushes this idea even further: a wordless campaign that relies almost entirely on brand recognition. It shows how iconic brands that have invested in long‑term brand building can strip everything back and still deliver attention‑grabbing OOH.
To see how leading brands are using Out‑of‑Home to build fame and boost performance, explore our latest case studies on the JCDecaux Marketing Hub: Out-of-Home Campaigns & Marketing Case Studies | JCDecaux Marketing Hub