FCB Kinnect earns Cannes Lions 2025 shortlist for ‘Too Yumm To Cheer’ in outdoor category

FCB Kinnect’s campaign marks a significant nod for cost-effective creativity

by e4m Staff
Published: Jun 14, 2025 5:07 PM | 1 min read

FCB Kinnect has been shortlisted at the Cannes Lions International Festival of Creativity 2025 in the Outdoor category, under the sub-category Breakthrough on a Budget, for its campaign ‘Too Yumm To Cheer’ developed for snack brand Too Yumm!

The campaign is FCB Kinnect’s only shortlist this year and marks a significant nod for cost-effective creativity. ‘Too Yumm To Cheer’ tapped into India’s massive cricket fandom by creating a tactical, high-visibility outdoor activation with minimal spends—amplifying brand presence without the usual media muscle.

The campaign finds itself among a tight selection of global contenders in the sub-category, which celebrates innovative outdoor ideas executed with limited budgets. Other shortlisted entries include:

‘Nature Shapes Britannia’ – Talented, Bangalore for Britannia Industries Ltd. (India)
‘Trollboards’ – Courage, Toronto for Skyscanner (Canada)

The Breakthrough on a Budget category honours brands and agencies that achieve disproportionate impact with modest resources, rewarding ingenuity over investment.

With two Indian agencies—FCB Kinnect and Talented—earning shortlists in this segment, this year’s Outdoor Lions spotlight homegrown creativity that delivers results without scale-dependent spending.

Winners will be announced during the festival week in Cannes.