What Cannes Lions 2025 taught us about the future of creativity
Every June, the creative world descends on the French Riviera for a week of inspiration, innovation, and a little bit of rosé. But Cannes Lions 2025 felt different.
I t wasn’t just about the glitz or the gold Lions, it was about the realignment of creativity with culture, commerce, and community. So, what really cut through the noise? Our Art Director, Simon Horton, unpacks the six standout shifts shaping the future of creativity and how brands must evolve to stay relevant.
Creators are the new Creative Directors
Remember when influencers were just a line item in the media plan? Not anymore. This year, the rebranding of the “Social & Influencer Lions” to the “Social & Creator Lions” made one thing clear: creators are now strategic partners.
As Jessica Jensen, CMO of LinkedIn, put it:
“We’re not just working with creators—we’re building with them. They’re the new creative directors of culture.”
Brands are moving beyond one-off collabs and investing in long-form, community-led content. It’s not about reach, it’s about resonance. The strongest work wasn’t led by traditional agencies alone; it was co-authored by creators who understand their audience deeply and shape cultural tone from the inside out.
AI Isn’t the enemy, it’s the engine
AI was everywhere at Cannes, but not in a dystopian, robot-takeover kind of way. Instead, it was celebrated as a creative co-pilot.
Will.i.am summed it up perfectly:
“The robots are not taking over. They’re helping us dream bigger, faster.”
And Canva’s CMO Zach Kitschke added:
“AI is not replacing creativity, it’s replacing inefficiency.”
From ideation to personalisation, AI is helping creatives scale ideas faster, without sacrificing soul. Our Creative team noted how it’s becoming less about prompting and more about partnering, elevating the process, not replacing instinct.
Playing the long game
In a world obsessed with virality, Cannes reminded us of the power of long-term brand building. A new award category for enduring brand platforms celebrated campaigns that grow equity over time.
Elizabeth Rutledge, CMO of American Express, said it best:
“It’s not about the next campaign, it’s about the next decade.”
Sustainable storytelling is back in style. Quick wins are addictive, but brand equity is built like a slow burn. The work that stood out in Cannes this year had consistency, not just craft. A visual identity that earns trust over time always wins.
Creativity that converts
Commerce and creativity used to live in separate rooms. Now? They’re roommates. Retail media, shoppable content, and performance storytelling were hot topics, especially on platforms like Amazon and Shopify.
Gülen Bengi, CMO of Mars, nailed it:
“We rewrote the growth playbook… We’re creating two-way engagements and inviting consumers to co-create our experiences.”
It’s not just about selling, it’s about inviting people into the brand story.
Purpose, with proof
Purpose isn’t a buzzword, it’s a blueprint. But this year, the focus shifted from performative to profound. Inclusion isn’t just about casting, it’s about who’s behind the camera, in the boardroom, and leading the brainstorm.
Leanne Fremar, Chief Brand Officer at JPMorgan Chase, reminded us:
“Representation isn’t a trend, it’s a responsibility.”
The expectation is clear: walk the talk. Campaigns that resonated most came from brands with internal integrity, where culture, leadership and creative output were aligned.
Culture is the new currency
From sports to social justice, brands are navigating a polarised world with more precision. The phrase “opine with spine” echoed through the Palais, encouraging brands to take stands that are authentic, not opportunistic.
And in the world of sports, storytelling is evolving. As NBA legend Dwyane Wade shared:
“Athletes are storytellers now. Their honesty is what connects.”
It’s no longer enough to be in culture, you need to contribute to it. The work that stood out didn’t just follow trends, it offered perspective. For creatives, the challenge is less about reacting and more about meaningfully responding.
So, what now?
Cannes Lions 2025 made one thing clear: the rules of engagement have changed. Creativity is no longer confined to a department, a campaign, or even a screen; it’s a collaborative, cultural, and commercial force.
To thrive in this new era, brands must be:
Curious enough to explore new technologies.
Connected enough to co-create with communities.
Courageous enough to lead with meaning, not just messaging.
Because the best ideas in 2025? They won’t just win awards, they’ll move people, shift perceptions, and build brands that matter.
Simon Horton
Simon brings a wealth of experience and artistic expertise to our agency. As an integral part of our creative team, Simon plays a pivotal role in shaping the visual identity and messaging of our clients' brands.
