Adam & Eve/DDB was the only UK agency to take home golds for multiple executions in the first evening of awards at the Cannes Lions.
The Omnicom agency won a gold Lion in Print & Publishing and a silver Outdoor Lion for its "Lovers, don’t spread the hate" campaign featuring three executions for Unilever-owned Marmite. The ads portray butter, marmalade and honey that a dirty knife has smeared with Marmite.
McCann London also shared a Print & Publishing gold Lion with McCann Paris for L'Oréal's "The non-issue" partnership with British Vogue, owned by Condé Nast.
Mother London won a silver Print & Publishing Lion for "AFC-ZFC" celebrating all the chicken shops that try to emulate KFC.
There were also silver Design Lions for Droga5 London, for King’s Cross shopping area Coal Drops Yard, and BBC Creative with Superunion, for the BBC Two rebrand.
Karmarama’s provocative British Army and Capita recruitment campaign, which tried to turn descriptions such as "Selfie addicts" and "Me me me millennials" on their heads, received a bronze Outdoor Lion for its five-execution campaign.
FCB Inferno and McCann London both picked up a bronze Design Lion – for "Storysign" for Huawei and "Football decoded" for Microsoft’s Xbox Fifa 18 game.
In the Health & Wellness Lions, UK agencies won five gongs, including a gold and a silver for Abbott Mead Vickers BBDO’s "Viva la vulva" for Libresse (known as Bodyform in the UK).
FCB Inferno also claimed gold for "Storysign" for Huawei.
McCann Bristol won a bronze Lion campaign for ads for Refuge, while McCann London scooped a bronze for its "Toxi Toby" partnership with BreezoMeter for the British Lung Foundation and World Health Organization.
The Pharma Lions jury awarded Havas Lynx a silver Lion for an HIV awareness campaign for ViiV Healthcare and Windsor-based Langland a bronze for "Smartread" for Bayer.
US agencies fared better than the UK in the first wave of awards, picking up two Grands Prix and 12 golds.
In Outdoor Wieden & Kennedy Portland took home the Grand Prix and a bronze Lion campaign for Nike’s "Dream crazy" featuring Colin Kaepernick.
A Grand Prix in Design went to Google Creative Lab New York for its "Creatability" work, a project using artificial intelligence to make the web more accessible to people with disability.
TBWA\Chiat\Day took home three gold Outdoor Lions, including a gold Lion campaign for a four-execution campaign for Adidas, a gold Lion for Adidas "Billie Jean King your shoes" and one for "The fake news stand" for Columbia Journalism Review.
The Print & Publishing jury honoured David Miami’s work for Coca-Cola with a gold Lion for its campaign, involving the "Coke KTCHKK", "Coke PTSSHHHH" and "Coke FZZZZZZZ" executions.
DDB Chicago won two gold Outdoor Lions for "Broadway the rainbow" for Mars Wrigley’s Skittles and Domino’s picked up a gold for "Paving for pizza", produced with its creative agency Crispin Porter Bogusky in Boulder.
In the Design Lions, US agencies got four golds: one each for "Changing the game" for Microsoft Xbox by McCann New York and "Insta novels" for the New York Public Library by Mother New York.
The other two US Design Lion golds went to FCB Chicago for its work for Illinois Council Against Handgun Violence, which also merited a gold in the Print & Publishing category.