The Cannes Lions International Festival of Creativity received 26,900 submissions for the 2025 awards, up slightly on 2024 (26,750) but with a lift in entries from independent agencies.
The submissions reveal a shift in how creativity is being harnessed for meaningful change for both business and society, according to Marian Brannelly, global director of awards.
“We’re seeing record growth in categories that demand measurable impact, whether that’s through design thinking that transforms user experiences or strategic approaches that deliver tangible business outcomes,” she said.
“Overall, the data shows an industry that continues to evolve and embrace new opportunities to drive impact, with strong engagement with creator-focused submissions and the growth of independent agency participation, representing an industry embracing new models of impact, innovation and transformation.”
The Design Lions, which underwent significant updates this year to reflect the strategic and behavioural impact of design, saw a 17% increase in submissions.
Entries for Creative B2B were up 13%, while the Entertainment Lions for Sport rose by 15%, reflecting an increasing emphasis on creativity within performance-driven and fan-led sectors.
In the Strategy Track, encompassing the Creative Strategy and Creative Effectiveness Lions, entries were up 10%, marking its fifth consecutive year of growth and demonstrating a clear focus on strategy that drives clear business outcomes.
Glass: The Lion for Change saw a 53% increase in submissions, driven by a broader, more intersectional approach to work that tackles systemic issues and drives real-world impact. Submissions from independent agencies have grown 18%, showing that innovation and big thinking aren’t limited by scale.
And in the Social & Creator Lions, which were updated to better reflect the growing influence of creators in today’s landscape, 18% of all entries were submitted into the newly introduced sub-categories that focus specifically on creator-led content.
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