Dentsu Creative Aotearoa has won Silver at the 2026 Cannes Lions International Festival of Creativity.
Its Reverse Media Schedules was recognised in the Creative B2B | Market Disruption category, and shortlisted in Creative Strategy- Product / Services category.
The platform is also in the running for the Cannes Titanium Lion, which recognises work that breaks new ground and challenges industry conventions. This will be awarded on June 29.
The Silver award comes after many months of global media attention for Reverse Media Schedules, which was developed in partnership with ocean conservation organisation Sea Cleaners, media owner JCDecaux, measurement company Nielsen and production company Finch.
Reverse Media Schedules was built on the premise that discarded packaging bearing a brand’s name generates unintended media impressions in public spaces. The platform combines litter audits, audience measurement and media modelling to identify where the branded waste appears, quantifies its visibility into a cost value and translates that exposure into actionable insights for brands.
The initiative bridges creativity, media and environmental impact, offering a new framework for how brands understand and address the reputational effect of litter while directly funding ocean clean-up efforts across New Zealand’s waterways and coastline.
An incredible honour
Brett Colliver, Dentsu Creative Aotearoa chief creative officer, says to have a piece of work from New Zealand recognised at Cannes Lions is an incredible honour.
“To then see Reverse Media Schedules awarded Silver and recognised across other categories is beyond what we could have hoped for when this idea first began.
“Reverse Media Schedules challenges brands to think differently about their environmental footprint and demonstrates how creativity can be a catalyst for positive change. The potential for this initiative to grow beyond New Zealand and the Pacific is enormous. We hope this recognition encourages more brands around the world to act responsibly and, ultimately, work towards cleaner waterways for future generations.”
Rachel Anderson-Cormack, Dentsu Aotearoa group managing director, adds: “To see an idea developed in Aotearoa at Cannes Lions is an incredibly proud moment for our team and our partners. Reverse Media Schedules is the result of bold thinking, genuine collaboration and a shared commitment to creating positive change.
“Gaining recognition on the world’s biggest creative stages is a wonderful achievement and reflects the talent, ambition and innovation of everyone involved. It also gives the initiative an even bigger platform to inspire action, and we’re excited to see where that momentum leads.”
