Dentsu Aotearoa recognised at Cannes and Festival of Media

Dentsu Aotearoa is in the spotlight, earning recognition at the Cannes Lions International Festival of Creativity and the Festival of Media Global Awards.

The agency made the Cannes Titanium Shortlist for its Reverse Media Schedules campaign, created in partnership with Sea Cleaners, JCDecaux and Nielsen.

Of 137 entrants, only 18 made the shortlist for the Dan Wieden Titanium Lions. This award recognises work that breaks new ground in branded communication while also moving the industry forward.

The winner will be announced on June 26.

Shifting the sustainability conversation

Dentsu’s initiative reframes branded litter as negative media, the most damaging out of home impressions a brand can generate.

Reverse Media Schedules is the first media product that allows brands to buy the removal of advertising; instead of placing ads into the environment, it removes the ones working against them. Brands can “buy” cleanup in the same way they buy media.

Dentsu client DB Breweries was the first brand partner to adopt the product as part of their marketing plans for Heineken, Monteith’s and Export.  

Dentsu chief creative officer Brett Colliver says the recognition highlights the breadth of work being produced by the agency, and dentsu’s commitment to social impact.

“I never had the pleasure of meeting Dan Wieden, but to be shortlisted in the category named after him is an honour. What I love about ‘Reverse Media Schedules’ is that it shifts the sustainability conversation from being a moral obligation to one that’s also smart for business, and a great example of creativity’s ability to drive change. We’re very proud of all the teams who worked on this partnership.”

Two golds for Export Ultra

Dentsu Aotearoa was also awarded two gold trophies at the Festival of Media Global Awards 2026 for DB Breweries’ Export Ultra Cold Call Back Service campaign.

The agency took home gold in the Best Use of Talent and the Best Engagement Strategy.

Dentsu media managing director Rich Hale says the wins demonstrate what media can deliver when designed as an engine of participation.

“For Export Ultra’s Cold Call Back Service, our role was to build the media system that gave the campaign scale, clarity and momentum, connecting the right audience moments, channel behaviours and participation pathways so people knew what to do, when to do it and why it was worth sharing. That media architecture helped convert a strong campaign platform into cultural engagement and commercial impact for DB Breweries. We’re proud to see the work recognised on the global stage.”

Credits

Reverse Media Schedule

• Partners: Sea Cleaners, JC Decaux, DB Breweries Limited
• Creative agency: Dentsu Creative Aotearoa
• Media agency: Dentsu Media Aotearoa
• Production company: The Post Office
• Strategic advisors: Finch
• Research & audience measurement: Nielsen

DB Breweries, Export Ultra Cold Call Back Service

• Clients: DB Breweries
• Media agency: Dentsu Media Aotearoa
• Creative agency: Special New Zealand