Sheba’s “Hope reef” coral restoration by Abbott Mead Vickers BBDO claimed the coveted Industry Craft Grand Prix at the Cannes Lions International Festival of Creativity 2022, while Virtue Worldwide snatched the Digital Craft Grand Prix for “Backup Ukraine”.

The campaign for cat-food brand Sheba, which took major honours in the Cannes Media Lions category, has been growing – literally – for the past few years, earning the UK a Grand Prix and Abbott Mead Vickers BBDO its second of the week.

We're thrilled to see our CCOs Nicholas Hulley and Nadja Lossgott honoured among the 30 creative execs in the Agency Leaders category directing advertising's new era, and we are very fortunate to be working with them every day.

Abbott Mead Vickers has partnered with Open Inclusion to launch AMVxOpen, which will help brands identify how their offering could be more inclusive for people with disabilities. The partnership will offer consultancy, market sizing and inclusive innovation.

When you’re thirsty, everyday objects might appear as mirages of an ice-cold drink. Guinness brings this phenomenon to life in its summer campaign, which recreates classic items of the season to look like a freshly poured beer.

We've made it our mission to fight the ageism faced by women," says Essity's global brand and communications director Meta Redstedt.

From rogue beard hairs and night sweats to hormonal rage, lube-fueled intimacy and bladder weakness; the menopause throws up a host of challenges for women. Though despite its impact on half the population it’s still a taboo topic. Enter, incontinence brand TENA, which has been rewriting the narrative through its marketing.

Agency creatives strive to stay on top of new creative mediums and platforms. But AMV BBDO’s Brian Williamson argues that it’s more important to stay in touch with the human element of advertising.

Abbott Mead Vickers BBDO has appointed four creative partners, internally promoting three creative directors – Michael Jones, Thomas Hazledine and Polina Zabrodskaya – and bringing in Andre Sallowicz, creative director at Adam & Eve/DDB.

Unilever deodorant brand Degree is hosting an inclusive marathon in partnership with Decentraland with the aim to create lasting change in the evolving metaverse.

Abbott Mead Vickers BBDO has promoted Carmen Vasile, global account lead for Mars Petcare and Essity, to managing director

Nadja Lossgott and Nicholas Hulley have been promoted to joint chief creative officers of Abbott Mead Vickers BBDO. AMV BBDO has tasked the pair with continuing "the agency’s creative excellence and evolving its output for the years ahead". Both step up from their roles as executive creative directors, positions they took in 2019.

This is not your typical pickup truck commercial, with its clichéd shots of outdoorsy male drivers manoeuvring their vehicles through rugged deserts and mountain vistas. Instead, Ford’s European campaign for its Ranger pickup truck features breathtaking scenes of people swimming underwater at night. They at first appear to be in a pool, but as they swim to the surface it becomes apparent that they are in a lake lit by the headlights of a series of Ranger pickups, which slowly emerge from the water onto dry land. The swimmers’ adventures deep underwater demonstrate the truck’s wading depth of 31.5 inches (800mm).