CANNES — PR agencies were among the recipients of four of the five Grand Prix prizes awarded Thursday at the Cannes Lions International Festival of Creativity, all of which were recognized for handling the PR component of the winning works.

WE Communications picked up a Grand Prix in the brand experience and activation category for handling the PR supporting Microsoft’s “Changing the Game,” the McCann-led initiative showcasing kids with disabilities playing XBOX with the brand’s adaptive controller.

Silver Lion winners in that category include Current Marketing, for its PR work on “The Gun Violence History Book,” which FCB Chicago created for the Illinois Council Against Handgun Violence. Ketchum also picked up a Silver Lion in the category for its work supporting “Keeping Fortnite Fresh,” VMLY&R’s much-awarded in-game campaign for Wendy’s.

Alison Brod Marketing + Communications, among the most decorated PR firms at this year’s festival, won brand activation and experience Silver and Bronze Lions for its use of PR to support Burger King’s “The Whopper Detour” campaign.  Created by FCB New York, the initiative promoted the fast food chain’s app by giving users a 1-cent Whopper — but only if they open it within 600 feet of a McDonalds. ICF Next also took home Silver and Bronze Lions in the category for its work supporting “Broadway the Rainbow,” the live musical DDB created for Skittles.

Hill + Knowlton Stockholm won its Grand Prix in the creative ecommerce category for handling the PR surrounding the first carbon emission limit credit card, which RBK Communication created for client Doconomy. That campaign also won a Silver Lion in the category, as did Alison Brod.

Alison Brod was also awarded a Grand Prix in the mobile category, a day after “The Whopper Detour” picked up another Grand Prix in the Lion’s direct category. The agency Thursday also won two Gold Lions in mobile — one for the Burger King promotion, the other for supporting the “Bagelgate” campaign Droga5 led for Philadelphia Cream Cheese. Other mobile Silver Lions winners include Brazil’s Loures Communication, which also supported a Burger King campaign, and DeVries Global, which handled the PR for Droga5 and IHOP’s “IHOB.

In the radio and audio category, The Outcast Agency was included in Grand Prix prize recipients for its work on HBO’s “Westworld: The Maze,” a game for Alexa-enable devices supporting the cable network’s “Westworld” series. Outcast, as part of the campaign, also won Silver and Bronze Lions in that category. Alison Brod was a Gold Lion winner in the category. ICF also picked up a Gold Lion, as well as a Silver, for its work on Skittle’s “Broadway the Rainbow.”

Other PR firms recognized Thursday include Taylor, which received a Gold Lion for handling the PR supporting Saatchi & Saatchi and P&G’s “It’s a Tide Ad.” Other winners in that category include Ketchum, which won a Silver Lion for its work “Prescribed to Death,” which Energy BBDO led for the National Safety Council; Weber Shandwick London and Alison Brod, which also earned a Silver Lion for their PR work supporting Burger King/Lola Mullenlowe’s “Scary Clown Night; and DNA Communications and DeVries Global for its work with McCann on Mucinex’s #Supersickmonday.

PR agencies also made a strong showing in Wednesday's awards.

Alison Brod was a particularly big winner that day, picking up four Gold Lions and a Grand Prix. The campaign’s Grand Prix prize win was in the Lions’ direct category, in which it also won two Gold Lions and a Silver and a Bronze. The work also picked up two Gold Lions in the media category.

Ketchum also was among the big winners, also picking up awards for its PR work supporting several campaigns. The biggest win was a Grand Prix in the social & influencer category for its work on “Keeping Fortnite Fresh,” the in-game attack on frozen beef VMLY&R created for Wendy’s.

Ketchum also was awarded two Gold Lions in the media category — one for its work on“Fortnite,” the other for handling PR for the “Hacking Prime Day” campaign that Mindshare Chicago created for Honey Nut Cheerios. The Wendy’s promo also won a Bronze Lion in that category.

Ketchum scored another Gold Lion in the creative strategy category for its work on “Viva la Vulva,” a video promoting the normalcy of women’s bodies that AMVBBDO London created for Essity. That campaign also picked up a Silver Lion in the category.Taylor was among the other PR firms that were among the latest group of Gold Lions winners. The firm was recognized with Gold and Silver Lions in the media category for its work on Saatchi & Saatchi and P&G’s “It’s a Thursday Night Tide Ad.” Thrive PR + Communications Melbourne picked up a Silver Lion as well for its PR work on the TBWA/ANZ Bank “Signs of Love” campaign.

In the social and influencer category, a Silver Lion went to Precision Strategies for handling PR for “Generation Lockdown,” a March For Our Lives’ PSA challenging Americans to recognize that school gun violence should not be an accepted norm. McCann was credited as idea creator.

Brazil’s Loures Communications picked up a Gold and a Silver Lion in the direct category for its work a Gold and a Silver Lion for the PR surrounding Burger King’s “Burn That Ad” campaign. Creative Strategy winners included Powell Communications and H+K Guatemala City for their support of Kingo Energy’s “Kingo” campaign, and Ogilvy PR its work on Aeroméxico’s“World Without Borders,” created by Ogilvy’s Bogotá and Mexico City offices.

Weber Shandwick also was recognized with a silver in direct for its work with Purina and McCann Paris supporting the “Street Vet” campaign for the company’s line of veterinary diets.