Though the PR category at Cannes Lions continues to grow in size, the winning campaigns tend to retain an advertising element due to the growing integration of the creative comms industry and since they are often the product of collaboration.

The jury at Cannes chose the winners of this year's awards based on the role PR played in the strategic planning process of the campaign and based on their impact upon behaviour, lives, policies or societies. Many of this year’s winners, such as the #LikeAGirl campaign and the ALS Association’s ‘Ice Bucket Challenge’, have found success in viral video content and the power of online sharing online.

The Grand Prix winner at Cannes was the ‘Always #LikeAGirl: Turning an insult into a confidence movement’ campaign by American brand Procter & Gamble. Publicis Groupe's PR firm MSLGroup entered the campaign with creative agency Leo Burnett. Other Gold Lion winners include Burger King’s ‘Proud Whopper’ campaign with Alison Brod PR and Quiksilver Japans ‘True Wetsuits’ with Tokyo-based agency Material.

The PR category received 2000 entries this year and about half of those came from dedicated PR agencies, up from 30% in 2013 and 40% in 2014. Lions given out in the PR category are below: