VaynerMedia and O-I Glass “Hijack” Cannes Lions

O-I Glass is one of the world's largest manufacturers of glass containers and has a vision to be the most innovative, sustainable, and chosen supplier of brand-building packaging solutions.

And with this in mind, VaynerMedia helped determine through insight gathering that success for O-I Glass means success for every brand that relies on glass packaging -- so, any time a brand that has glass packaging wins a Lion, O-I celebrates alongside them.

With this in mind, O-I effectively "hijacked" the awards, using it as an opportunity to highlight iconic brands that rely on glass and their brand wins during the awards. The company then used Flowcode QR codes to link out for more information and placed these throughout the festival, as well as across their "Hope Hydration" stations.