If a single Scarecrow is able to teach kids to care about what they eat and to spark a conversation about food, it deserves a Grand Prix at the 2014 Cannes Lions.

chipotle

If a CEO and his PR team deem their own product so trustworthy that they are willing to put it through a series of gasp-provoking stunts, sparking a conversation about trucks, it deserves a PR Lion.

volvo

If a newspaper is willing to sensor its own news and encourage other media and the public to do the same, sparking conversation on government censorship, it deserves a PR Lion.

fading

If a PR campaign brings back wrestling to the Olympics (*client), it deserves a PR Lion.

wrestling

If a fictitious company opens a real gas station to spark interest in a TV-Series, it deserves a PR Lion.

dallas

If a burger sparks a million love songs (*client), it deserves a PR Lion.

wendy's

If a miniature blond supermodel sparks a conversation about how we see women (*client), this is #unapologetic, and it deserves a PR Promo & Activation Silver Lion.

barbie

It was an honor and an inspiration to serve on the jury for the 2014 Cannes PR Lions. With entries in the PR category up 43 percent versus last year, the growing importance of this event for our industry is clear. Congratulations to all of the winners!

Stay up-to-date with the scene at Cannes by subscribing to our “Scene @ Cannes” blog feed here or viewing our social stream here.

Petra Sammer is Partner and Chief Creative Officer, Germany, where she promotes brand storytelling and delivers award-winning campaigns for the likes of Burger King, Bosch, BMW, Kodak, IBM, Mattel, Merck, Pixar, Starbucks and Sennheiser. Stating “we [as individuals and global brands] are all journalists now,” Petra employs a 5-step model for turning brands into storytellers to help them “break through” and connect with their customers. Based in Munich, Petra is a Cannes PR Lions jury member, and recently served on the Eurobest jury. @petrasammer