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When do lions praise penguins? And who thinks about Christmas in June? Advertisers do!

In the third week of June those involved in the advertising industry turn their attention to the south of France and Cannes. This year, the level of creativity cannot be argued - from a beer company selling "Brewtroleum" in Australia to an American outdoor retailer eschewing Black Friday and shuttering its doors as they urge their customers to #OptOutside. This year's Grand Prix Creative Effectiveness winner for John Lewis and adam & eve DDB, Monty the Penguin, has us all dreaming of Christmas.