Photo: Cannes Lions
The Cannes Lions International Festival of Creativity, which will be held from 22 to 26 June 2026, has unveiled several updates to its Awards programme ahead of the January call for entries. In response to the rapid transformation of commercial creativity and its growing influence on business and culture worldwide, the Festival is introducing a new Creative Brand Lion. Along with this addition, a series of refinements will be implemented across multiple Lions categories to ensure the Awards continue to highlight the most impactful and forward-thinking creative work.
After more than seven decades of celebrating campaigns that move audiences and build brands, Cannes Lions is shifting focus to what enables that creativity in the first place. The new Creative Brand Lion will honour brands that use creativity strategically and holistically across their organisations to achieve sustained business growth. Positioned within a new Brand Track, the Award will benchmark how brands build creative foundations that translate into measurable results and lasting brand value.
“We continue to evolve and adapt the Lions to reflect the rapidly changing industry landscape and recognise the brands that are designing the organisational foundations that will enable and sustain creative marketing that matters – for the future.” said Simon Cook, CEO, LIONS.
Redefining the Creative Data Lion
As data becomes increasingly central to how ideas are born, executed and measured, the Creative Data Lion is receiving a comprehensive refresh. What once informed creative decisions is now driving creative strategy from the very beginning.
The revised categories will highlight work in which data is the engine behind the creative idea, rather than simply a supporting element. Whether through privacy-led personalisation or innovative media applications, submissions will need to demonstrate that data was integral to the concept itself as well as to the results it delivered.
Introducing the AI Craft Subcategory
In response to the fast-growing fusion of human creative thinking and AI capabilities, Cannes Lions is introducing a new AI Craft subcategory across several craft-led Lions, including Design, Digital Craft, Film Craft, Industry Craft and Creative Data. Designed to celebrate the “sweet spot” where human imagination and artificial intelligence come together to create work neither could achieve alone, the subcategory recognises genuine craft and artistry – not simply the use of AI as a tool.
Entries will need to show that the core idea, execution or impact would have been impossible to realise through previous methods, underscoring AI’s role as an essential creative partner rather than a technical shortcut.
Expanding Retail Media Recognition
Retail media continues to be one of the fastest-growing segments in the global advertising landscape, with 2025 projected to be its biggest year yet. Reflecting this momentum, Cannes Lions is expanding retail media recognition beyond last year’s additions in Media and Creative Commerce. New subcategories are being introduced into both the Creative Strategy and Creative Data Lions, acknowledging the innovation shaping how brands connect with shoppers and how first-party data is leveraged in smarter, more targeted ways.
Additional details about the 2026 Awards, including key dates and the latest developments on the LIONS Integrity Standards, are available here.
