Cannes Lions has officially come to a close, and the organizers yesterday published the official report summarizing how it all went. We bring you the festival by the numbers. Brands such as Apple, Unilever, Duolingo and e.l.f. Beauty dominated the main stages, while topics like the creator economy, artificial intelligence, luxury experiences and CMO insights shaped the discussions. More than 500 speakers – including Reese Witherspoon, Marc Pritchard and Serena Williams – delivered over 150 hours of content. A total of 828 Lions were awarded to projects from as many as 48 countries.
What marked this year’s edition was the diversity of speakers and perspectives. The stages featured CEOs of the world’s largest companies and founders of challenger brands, sports legends, Oscar winners, digital creators with millions of followers, and directors of multi-billion-dollar film franchises. Despite their different backgrounds, they were all united by one belief: that world-class creativity has the power to make a difference, drive business success and spark positive societal change.
The festival clearly showed that the industry is at a moment of deep transformation – that is the concluding assessment of the organizers. Generative AI was present in almost every conversation, not just on panels directly dedicated to technology. Despite the growing impact of artificial intelligence, it was emphasized that creativity still remains a distinctly human advantage. Emotional intelligence, humor and lived experience were highlighted as qualities no algorithm can replicate.
In response to the new challenges and changes in the market, Cannes Lions introduced several important new features this year. Among them was the three-day LIONS Creators program, which brought together content creators and marketers to exchange insights and build new partnerships. The inaugural B2B Summit, held in partnership with LinkedIn, served as a new platform for strengthening B2B creativity. For the first time ever, the Creative Country of the Year award was introduced – and Brazil had the honor of being its first recipient, in recognition of its consistent commitment to creativity and the positive impact it has on society and growth.
Right at the start of the festival, Tor Myhren, Apple’s Vice President of Marketing Communications, set the tone with a dose of realistic optimism. In a speech marking Apple’s recognition as Creative Marketer of the Year, he said: ’The good news is, AI is not going to kill advertising. The bad news is, AI is not going to save advertising. We’ve got to save ourselves’.
Sustainability took on a significantly larger role this year, with more than twice as many sessions compared to the previous edition. The LIONS Sustainability Hub, organized in partnership with ACT Responsible, became the central point for discussions about the planet’s future within the Festival. Meanwhile, the Open House for Good welcomed everyone who wants to be part of building a sustainable future for the industry – regardless of whether they had a delegate pass. During the week, the UN Global Compact also presented the CMO Blueprint for Sustainable Growth – a framework designed to help brand leaders embed sustainability into the core of their business strategies.
The official wrap-up presents the key insights from over 150 hours of programming, grouped into five thematic streams: the creativity toolbox, insights and trends, talent and culture, creative impact and innovation. The content was curated by editorial teams from WARC, The Work and Contagious, with the goal of providing a compass for all professionals who want to understand where the industry is headed.
The week ended with a powerful message from Judy John, Edelman’s Global Chief Creative Officer and President of the 2025 Titanium Lions Jury: ’Every day, you’re one idea away from changing the world’.
