Lions 2025 numbers prove ‘world-class creativity can come from anywhere’

THE 2025 Cannes Lions International Festival of Creativity has received 26,900 submissions, up from 26,753 in 2024. At a time of extreme economic uncertainty, the increase represents a huge vote of confidence in the creative industries. Every piece of work entered will now compete for a coveted Lion trophy, with winners setting the global benchmark for excellence in creativity and effectiveness for the year ahead.

Simon Cook, CEO, LIONS, said: “We know world-class creativity can come from anywhere. For business leaders seeking growth opportunities, the global benchmark provides a unique insight into creativity’s power as a catalyst for transformation and growth. With submissions from 96 markets — and significant regional growth from LatAm — we look forward to seeing the breadth of ground-breaking ideas.”

In terms of category-by-category trends, the Design Lions, which underwent significant updates this year to reflect the strategic and behavioural impact of design, experienced a 17% increase in submissions, underscoring the growing role of design as a tool for brand and societal transformation.

Creative B2B also saw growth, with entries up 13%, while the Entertainment Lions for Sport rose by 15%, reflecting an increasing emphasis on creativity within performance-driven and fan-led sectors. The Strategy Track, encompassing the Creative Strategy and Creative Effectiveness Lions, has also seen a notable 10% year on year in- crease, marking a fifth consecutive year of growth.

Meanwhile, Glass: The Lion for Change saw an impressive 53% increase in submissions, driven by a broader, more intersectional approach to work that tackles systemic issues and drives real-world impact.

Marian Brannelly, global director of awards, LIONS, said: “The submissions this year reveal a shift in how creativity is being harnessed for meaningful change for both business and society. We’re seeing record growth in categories that demand measurable impact, whether that’s through design thinking that transforms user expe- riences or strategic approaches that deliver tangible business outcomes.”

Signalling a shift in creative ownership, submissions from independent agencies have grown 18% year on year, showing that innovation and big thinking aren’t limited by scale. “Strong engagement with creator-fo- cused submissions, and the growth of independent agency participation, represent an industry embracing new models of impact, innovation and transformation,” Brannelly said.

Among innovations at the Awards this year, the Social & Influencer Lions have been renamed the Social & Creator Lions to recognise creators’ increasingly important role in the landscape. New categories added to the Social & Creator Lions focus on creators and the innovative work they are producing for brands. 18% of all entries were submitted into sub-categories that focus specifically on creator-led content.

Aligning with this, LIONS Creators — the bespoke learning experience for the creator economy — will return to the Festival for a second year giving creators a place to come together to learn how to build their businesses in a sustainable and effective way.

There are also changes for Glass: The Lion for Change, which celebrates 10 was introduced to champion work that uses creativity to drive a shift towards more positive, progressive and gender-aware communication, and Brannelly said it was time to evolve it.

“Gender representation remains essential and, following consultation and research, there is now a need to evolve the Lion to recognise the importance of intersectionality, from disability and race to sexuality and social inequity. Expanding the scope allows us to celebrate ideas that pro- mote more equitable representation for a broader range of communities and also reflect the importance of embedding authentic inclusivity throughout the creative process.”

One of the factors that makes Cannes Lions such a durable landmark in the creative calendar is that the work is judged by a remarkable array of industry leaders from around the world. Among the 2025 Jury Presidents, one highlight is the participation of Ali Ali, co-founder and film director, Good People Films. Ali has agreed to be the Film Craft Lions Jury President, representing Egypt on the line-up for the first time. Other Jury Presidents come from North America, Europe, LatAm, the Middle East, Asia and India.

LIONS’ Cook said he is “excited to welcome a diverse and forward-thinking group of leaders who understand the transformative power of creative excellence to drive business growth and impact. All experts in their field, their incredible talent, combined with the commitment and leadership they bring to their roles, ensures the highest levels of integrity and rigor in the judging process.”

Of note, the 2025 Juries have a strong line-up of female Presidents, with Kate Stanners, chairwoman and global chief creative officer, Saatchi & Saatchi, Global taking on the role for Film Lions. Among other female Presidents are Tara Ford, chief creative officer, Droga5 London (Brand Experience & Activation); Wendy Walker, vice-president marketing ASEAN, Salesforce (Creative B2B) and Jane Lin-Baden, CEO APAC, member of the global management committee, Publicis Groupe (Creative Business Transformation). KR Liu, global head of disability innovation, Google, will have a pivotal role to play as Jury President of Glass; while Beth Keamy, chief digital officer at TBWA\Media Arts Lab, Global, will serve as Jury President for the newly-configured Social & Creator Lions.

The 2025 Juries are just as multi-talented and diverse as their Presidents. Key developments include increased representation from Africa, Asia and the Middle East, with Ivory Coast and Kazakhstan represented on Juries for the first time. Brannelly said the 2025 Juries comprise “some of the most respected talent from across the global industry. This year, we’re welcoming Jury members from 52 markets. We’re delighted to bring such a breadth of voices and perspectives into the Jury rooms.

A highlight every year is the Dan Wieden Titanium Lions, honouring work that breaks new ground, challenges industry norms and redefines the creative landscape. Among the industry legends joining the Jury is President Judy John, global chief creative officer, Edelman, Global. She said she is “deeply honoured to lead the Dan Wieden Titanium Lions, as it celebrates the boldest and most transformative ideas shaping the future of our industry and the world. As we navigate an era of unprecedented challenges and change, the Titanium Lions rep- resent the power of creativity to challenge the status quo, spark pro- gress and inspire what’s possible.”

LIONS CEO Cook added that the Dan Wieden Titanium Lions rewards work that “shifts perspectives, challenges the status quo, and, as Dan Wieden put it, ‘makes the industry stop in its tracks and reconsider the way forward’.”

As well as celebrating the best creative work in the world, Cannes Lions is also an opportunity to shine a spotlight on the remarkable achievements of brands, individuals and countries connected with the global creative community.

This year, for example, David Lubars, former chief creative officer of BBDO Worldwide, will be honoured with the Festival’s lifetime achievement award, the Lion of St Mark. With a career spanning 40 years, Lubars has won more than 600 Lions and, under his creative leadership, has helped BBDO achieve unprecedented success, including being named Net- work of the Year at Cannes Lions a record-setting seven times.

Cook said: “David has been a true force for creativity. We have welcomed him onto our Juries seven times — five as President — and his ground-breaking work for BMW served as a catalyst for the creation of the Titanium Lions.”

About being named the Lion of St Mark, Lubars said: “Great brands and companies are brilliant, high-quality, and deliver on their promises. They possess a certain kind of magic, but one not always expressed. The goal for me was to surface that magic, mine it, turn it into something tangible a client could grab onto and run with around the world. You do that by injecting effervescent creative air into the culture rather than mediocre media pollution. You surprise people, you delight people; they fall in love.”

In a similar vein, Adobe chair and CEO Shantanu Narayen has been named as Cannes Lions’ Creative Champion of the Year 2025. A new Award, this prestigious accolade is given to individuals and organisations in recognition of their contribution to providing creative people with the tools to truly express themselves.

Philip Thomas, chair, LIONS, said: “While human imagination is al-most boundless, turning visionary ideas into reality depends on partners who provide innovative tools, cutting-edge technologies and bold collaborations. This new honour is dedicated to individuals or organisations that have profoundly understood and supported the needs of creative people, driving the creative agenda across industries and the globe.” Under Narayen’s leadership, Adobe has democratised creativity, enabling creators to advance their craft and accelerate their success through technology.

Narayen said: “This award is a celebration of the incredible team at Adobe whose passion, ingenuity and dedication have enabled us to deliver ground-breaking technology that expands opportunities for more people everywhere to bring their creativity to life.”

Also during Cannes Lions 2025, Apple is to receive the Creative Marketer of the Year Award. Given annually since 1992, this prestigious accolade is presented to a marketer that has amassed a body of iconic, Lion-winning work over a sustained period of time. This is the second time Apple has been honoured with this Award.

Last year Apple took home Lions for a range of brands, products and services in the B2B and B2C spaces, and from across a breadth of eight disciplines. Cook said: “Apple has fostered a culture that prioritises creativity and innovation, and that shows up in its deep understanding of meaningful marketing. As part of its culture, it’s clear that Apple’s leadership encourages the kind of thinking necessary to create mar-keting content that connects with people in a uniquely emotional way.”

Tor Myhren, vice-president, marketing communications, Apple, will deliver a keynote and collect the award. He said: “We are incredibly grateful for this honour, which highlights the passion and creativity of an extraordinary team. Apple has always existed at the intersection of liberal arts and technology, and we work hard to channel our creativity into content that will inspire our users to unlock their own.”

For the first time ever, there is also an award for Creative Country of the Year — which this year goes to Brazil. Brazilian creativity regularly ranks among the very best in the world, shaping the industry and capturing imaginations globally. Last year, Brazil secured 40 Bronze, 26 Silver, 10 Gold and two Grands Prix awards.

Cannes Lions is not just about creativity, but positivity and activism. An award that reflects this is the Cannes LionHeart accolade, which is given to a person who has harnessed their position to make a significant and positive difference to the world. This year the award goes to musician, author and activist Sonita Alizadeh, co-founder of Arezo and The Dreams Book, a secret school for Afghan girls deprived of education under Taliban rule.

Born under Taliban rule, Alizadeh faced the threat of child marriage twice before finding her voice through music. Her rap video Daughters for Sale gained international recognition, amplifying her fight against child marriage. Her story was documented in the film Sonita, which tells the story of Afghan refugee girls in Iran. Through her work as the first pro- fessional Afghan rapper, a human rights activist and an author, Alizadeh has become a global voice for women’s rights. “Sonita’s journey is an inspirational story of resilience and courage,” Thomas said. “She has used her voice and platform to challenge oppression and inspire the next generation.”

Sonita Alizadeh added: “Being awarded the Cannes LionHeart is a powerful affirmation that using my voice to fight for girls’ rights and freedom matters. This Award reflects the journey from silence to sound, from being sold to standing on the world stage. It reminds me that no dream is too wild when it’s rooted in truth, courage and purpose.”

Other new initiatives at Cannes Lions 2025 include Country Pavilions — launched to drive greater global representation of countries. This global village will provide countries with the opportunity to show- case local creativity on the global stage, promote creative economies and serve as a hub for learning ses- sions and networking.

Thea Skelton, LIONS vice-president, festivals, said: “The global creative economy is estimated at $985bn and could represent 10% of global GDP before 2030, according to think tank G20 Insights. With this pace and scale we believe countries have an opportunity to supercharge their creative economy by showcasing their capabilities at Cannes Lions in front of some of the most influential minds in the industry.”

Another focal point in 2025 is sport. With a $100bn global ad spend market size and eight-10% of growth year-on-year, sport is a big — and growing — business. To reflect this, Stagwell has been named as Official Lions Sport Partner for Cannes Lions 2025. Together with Stagwell, Cannes Lions is bringing more sport to the Festival than ever before and giving it a dedicated home at the Stagwell’s Sport Beach. Now in its third season, Sport Beach hosts news-making conversations, workshops, open play and more across four days, featuring the world’s leading athletes including Travis Kelce, Megan Rapinoe, Carmelo Anthony and Eric Cantona.

While much of Cannes Lions is focused on the world’s best creative work and insights from visionary speakers, there is also an important learning, training and mentoring dimension to the event — chiefly expressed through the Festival’s academy programme. Cook said: “The Academies are a cornerstone of the Festival, offering a world-class education and training experience tailored to our global community. Through an exceptional network of speakers from across the media, marketing and creative industries, these programmes empower attendees with the tools and skills to excel in their careers and produce outstanding work. Our deans play a pivotal role in setting the vision and standards for these transformative learning experiences.”

This year, two new deans have been named to lead the Creative and Roger Hatchuel Student Academies at Cannes Lions 2025. Alan Kelly will be Dean for the Creative Academy. As former chief creative officer of Droga5 in Dublin, as well as creative director at TBWA, Kelly brings a wealth of creative experience to his role as Dean.

Meanwhile, Lissy Calienes will be leading the Roger Hatchuel Student Academy as Dean. As associate instructional professor and senior lecturer in the College of Journalism and Communications at the University of Florida, she brings vast educational experience. Alongside the two new deans Douwe Bergsma will rejoin the Brand Marketing Academy as Dean in 2025 following a leave of absence last year.

In a separate initiative designed to create pathways for young talent, the Festival has also doubled funding to provide €2m worth of complimentary passes to underrepresented tal- ent and underserved communities.

Frank Starling, chief DEI officer, LIONS, said the increased investment is “crucial to continue to drive progress for Cannes Lions and the industry. With the Festival being the destination for everyone in the business of creativity, we recognise the importance of creating equitable access to it, and this is why we’re prioritising increased representation from the Global South to support a greater range of voices and perspectives from the region at the Festival.”