CANNES — The Outcast Agency on Wednesday became the first PR agency to pick up a Gold Lion award for a campaign it led, wrapping up day three at the Cannes Lions International Festival of Creativity.

Outcast, along with HBO and digital firm 360i, were recognized with Gold Lions in the digital craft category for "Westworld: The Maze," the Alexa-enabled game they created in support of the cable network's "Westworld" series.

Impact Porter Novelli in Dubai and Rogers & Cowan were the first PR firms to support Grand Prix prizes, in recognition of the work they did on campaigns led by other creative agencies.

Rogers & Cowan won a Grand Prix in the entertainment category, as well as Gold and Silver Lion Awards in the film category, for its PR work on Johnson & Johnson's AIDS documentary "5B." 

Impact Porter Novelli's Grand Prix was awarded in the print & PR category in recognition of the agency's work handling the PR around "The Blank Edition" campaign sister agency Impact BBDO led for Lebanese Newspaper An-Nahas.  That initiative involved the newspaper printing an edition that was, in fact, blank in response to mounting frustration in Lebanon with political inactivity.

Other winners that emerged in the festival's first three days include Current Marketing, which  was awarded two golds and a silver in the design category, a gold in the print & publishing category, and a bronze in the digital craft category for its work with the Illinois Council Against Handgun Violence. The golds went to two different campaigns — “The Gun Violence History Book” and “Most Dangerous Street.” The silver went to “History Book.” Current handled the PR for the campaigns, which were led by FCB Chicago.

Powell Communications was recognized with three Gold Lions in the print & publishing category for its work supporting three Coca-Cola campaigns — "Coke KITCHKK," "Coke PTSSHHHH" and "Coke FZZZZZZZ." Powell handled the PR for all three of those campaigns, which were led by David, Miami and also won Bronze Lions in the outdoor category.

ICF Next also picked up a number of awards, including two Gold Lions in the outdoor category for its work supporting Skittles’ “Broadway the Rainbow." ICF Next was responsible for the PR for the production, a live musical Mars Wrigley, along with lead agency DDB Chicago, in lieu of a Super Bowl ad. "Broadway the Rainbow," including the agency's PR work, also picked up a Silver Lion in entertainment.

Ketchum and Weber Shandwick were awarded Gold Lions in the health & wellness category, both of which handled the PR for campaigns led by other creative agencies.

Ketchum’s London office took home a gold for its work on the “Viva la Vulva” campaign, a musical number AMVBBDO led for Essity to promote the normalcy of women's bodies. The London operation also was recognized with a Silver Lion in that category for its support of the same initiative and a bronze entertainment award.

Ketchum's New York office also picked up a Gold Lion and two Silver Lion in entertainment category for its handling the PR surrounding Wendy's "Keeping Fortnite Fresh" campaign, which was created and led by VMLY&R in Kansas City.

Weber Shandwick Paris’ gold was for its work with Purina and McCann Paris supporting the “Street Vet” campaign for the company’s line of veterinary diets. Ketchum also won two silvers in that category, as well as silver and bronze award in the outdoor category, for its PR work on the campaign, which involved the installation of digital billboards that encouraged dogs to urinate on them to get free health checks.

Weber Shandwick New York picked up a Silver Lion in the entertainment for sports category, as it handled the PR for "The Team That Wouldn't Be Here" campaign McCann led for Verizon, and a bronze entertainment award.

WE Communications was also a Gold Lion Award winner in the design category for its work with longtime client Microsoft. WE was cited as the PR agency for McCann's winning XBOX campaign, “Changing the Game."

Other notable PR winners include Edelman Canada, whose Toronto office won a Bronze Lion in the pharma category for the “Bulb Fashion” campaign it led for Osteoporosis Canada in partnership with AMGEN Canada. The initiative involved fashion designer David Dixon launching an 18-piece collection made from bubble wrap — the universal symbol of protection.

Porter Novelli Atlanta picked up a bronze faward or its working supporting BBDO and Street Grace’s “Stop Traffick” campaign against the domestic sex trafficking of minors.