Published on: June 29, 2026
LePub Milan concluded the 73rd edition of the Cannes Lions International Festival of Creativity with one of its strongest performances to date, securing the prestigious Agency of the Year title after earning two Grand Prix awards and a total of 26 Lions across multiple categories.
The achievement marks the first time in the agency’s history that it has won two Grand Prix in a single edition of Cannes Lions. The recognition highlights work that demonstrated outstanding creativity, innovation, cultural relevance, craftsmanship, and effectiveness.
Adding to the celebration, Heineken® was named Creative Brand of the Year for the first time, driven by a series of award-winning campaigns developed in partnership with LePub.
Among the standout campaigns was Could Have Been a Heineken, created by LePub Milan and LePub São Paulo, which received the Social & Creator Lions Grand Prix. The campaign turned a modern social habit into a creative expression of Heineken’s brand values around human connection and togetherness.
Another major winner was The Pub That Refused to Die, developed by LePub Milan alongside Publicis Dublin. The campaign earned the Creative Strategy Grand Prix by restoring a historic Irish pub and positioning it as a symbol of resilience, heritage, and community.
Beyond the Grand Prix wins, the two campaigns collected an additional 12 Lions across 10 categories. Could Have Been a Heineken received five Gold, two Silver, and one Bronze Lion, while The Pub That Refused to Die secured four Bronze Lions across PR, Direct, Entertainment, and Creative B2B.
Reflecting on the milestone, Bruno Bertelli, CEO and CCO of LePub Worldwide, expressed gratitude to the agency’s clients and creative teams for their continued collaboration.
“Today is much more than a celebration of an award. It is the recognition of a journey built over years by people who chose to believe that creativity can become a true business model. This moment would not have been possible without Heineken and the extraordinary partnership we had built together. Bram Westenbrink and his team gave us something every creative agency hopes for: trust. They opened the brand to us, encouraged us to challenge conventions, and shared our belief that the best ideas are born when clients and agencies are willing to take risks together. Since 2020, when the world suddenly changed, we stopped thinking in terms of briefs and started thinking in terms of possibilities. Together, we created a different way of working – one rooted in curiosity, cultural relevance, and the ambition to build ideas that move seamlessly between global vision and local truth. Ideas that don’t interrupt culture but become part of it. Seeing Heineken® recognised as Creative Brand of the Year while LePub is named Agency of the Year makes this achievement even more meaningful because these victories belong together. They are proof that the strongest creative work is never built alone.”
Heineken’s overall success was also supported by campaigns including Tocayos, which celebrates local bar communities, Rooftop Revival, an initiative that transforms rooftops into social gathering spaces, and Dark Mode Ads for Plenitude, which promotes sustainability by reducing energy consumption through dark mode advertising.
The award-winning performance reflects the leadership of Bruno Bertelli along with Cristiana Boccassini and Mihnea Gheorghiu, who oversee LePub’s global creative direction.
Speaking about the agency’s broader vision, Bertelli added: “On this special occasion, I also want to thank Arthur Sadoun and Publicis Groupe for believing in our ambition from the very beginning. They gave us the freedom to build something unconventional, to challenge the traditional agency model, and to create a new brand unlike any other. That trust allowed us to dream bigger than we thought possible. This recognition celebrates what we have built, but it also reminds us of what comes next. Our industry is transforming faster than ever. Creativity today cannot exist without innovation, technology, and new ways of thinking. Yet those tools only matter when they serve an idea. Our responsibility is to continue raising the bar – combining technological innovation with human creativity, while remaining uncompromising about craft, excellence and the premium standards that define everything we do. Because the future won’t belong to those who simply adopt new technologies, but to those who use them to create work that people genuinely care about. Today, standing on this stage, it feels like a dream we built together has become reality. Tomorrow, it becomes the foundation for everything we have yet to create.”
With its historic Cannes Lions performance, LePub Milan reinforces its position as one of the industry’s leading creative agencies, while Heineken’s recognition as Creative Brand of the Year highlights the strength of long-term collaboration between agencies and brands.
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