The United Nations Development Programme (UNDP) and Sir David Attenborough will unveil The Lion's Share to the world at the 65th Cannes Lions International Festival of Creativity. The Lion's Share is a blend of advertising and conservation, presented with Game of Thrones star Nikolaj Coster-Waldau.

It was co-founded by the UNDP and Finch Inc., with support from creative partner Clemenger BBDO, and network partners BBDO and Nielsen.