We can't help feeling that our week in Cannes is off to a good start with last night's news that our Lurpak Weave Your Magic campaign has been awarded a Lion for Creative Effectiveness.

This category recognises a previously awarded creative campaign that has achieved a measurable impact on the client’s business. Judging is based upon idea, strategy, and results and effectiveness.

In his announcement of Lurpak’s win, Jury President David Sable, Global CEO of Y&R, said the ‘truly inspiring’ campaign has turned butter from an ingredient into something to be celebrated, and in doing so, has changed the category, setting the bar high for all future food advertising.

You may not have yet noticed (REALLY?!) but the World Cup is on. Yes, it's kicked off in South America with the beautiful game back in Brazil. To mark this month of footie, we've gone all Brasileno. 

W+K has created a sporting twist on the traditional Brazilian wish ribbon – the Senhor de Bonfim de Bahia* for those of you in the know.

An installation of over 3000 ribbons, each carrying the wish of a football fan, marking their hopes and aspirations for the tournament. 

I wish it was 1966 again. 

I was Scotland had qualified. 

I wish Ronaldo were single. 

I wish this face paint would wash off.

I wish my hands were as big as Buffon's.

If you're passing the agency, come have a rummage to see more of what fans are rooting for. 

Or tweet your wish with the hashtag #WorldCupWishes and you may find your own message on display. 

Plus the fun doesn't stop there. There'll be reaction to each of the games as the action heats up on the pitch. 

I wish the ref wasn't a Brazilian in disguise.

* Statto fact: Each ribbon measures exactly 47cm in length, the same length as the tiny statue of Christ himself outside the Church of Bomfim in Bahia, Brazil.