From next year, work previously entered for the Brand Experience & Activation Lion will be judged under the name Experiential Lion. Cannes Lions has announced changes to its competition programme for 2027, including this renaming, accompanied by changes to definitions, subcategories and judging criteria. The award will cover a broader range of experiences that brands create with audience participation, with particular recognition for experience design and the quality of production craft.
For agencies and brands preparing entries, the changes also extend to how they will present results, internal creative capabilities and long-term initiatives. This is the second wave of announced updates. The festival has already presented plans to showcase award-winning and shortlisted work across Cannes and gradually introduce a festival “passport” providing access to selected content beyond the Palais.
Longer buying and decision-making processes have been given more room in the rules for the Creative B2B Lion. The eligibility window has been extended, while the subcategory structure and definitions have been adapted to different business models, including large companies with complex decision-making processes. The emphasis is on creativity that makes buying easier, builds preference, helps achieve consensus among decision-makers and delivers measurable business results.
A different kind of long-term work is recognised by the Creative Brand Lion, which is entering its second year. The focus is on internal systems, culture and ways of working that enable companies to consistently produce high-quality creative work. The new Small to Medium-Sized Business subcategory is intended for small and medium-sized businesses that achieve significant impact through agility and the creative use of resources. Brands will be allowed to enter the same initiative in consecutive years, with the rules acknowledging the time required to develop creative capabilities. Entrants will also be able to supplement their entry with a presentation containing additional information and visual examples of the work.
In the luxury sector, the awards will cover in greater detail the ways brand value is built through editorial credibility, cultural influence and personalised client relationships. The Luxury Lion gains four new subcategories: Clienteling & VIP Experiences, Celebrity & Cultural Influence, Creator Partnership and Luxury PR & Editorial Partnerships. The work they will recognise includes programmes for high-value clients, invitation-only experiences, creator collaborations and editorial projects developed with media partners.
A clearer distinction between celebrities and creators has been introduced in the Social & Creator Lion. A creator is defined as an individual whose influence is built through original content on social platforms. The updates also call for a clearer connection between the creative idea, how the platform is used and the results achieved, with greater attention paid to community engagement and meaningful participation in current conversations.
The competition programme is also expanding into additional areas of entertainment and public relations. The Entertainment Lion gains the subcategories Original Entertainment IP, for original entertainment content and formats that bring together and grow fan bases, and Food & Culinary Entertainment, for entertainment content and experiences connected to food and gastronomy. The PR Lion introduces Creative Use of Generative Engine Optimisation (GEO), dedicated to the creative use of visibility optimisation in generative search systems.
Alongside the categories, the process for entering and approving work under the integrity standards has also been revised. Awards entries open on 14 January 2027, while the Cannes Lions festival will take place from 21 to 25 June in Cannes. A full overview of the changes is available on the festival’s official website.
