On the eve of the official kickoff of the 71st Cannes Lions International Festival of Creativity, organisers, for perhaps the first time, took the stage to explain the thought process behind this year’s edition.
The Creator Economy
The Cannes Lions Festival, known for celebrating creative excellence in branding and business, continues to broaden its horizons to encompass the wider spectrum of the creative community. The festival has done this in several ways in the past, such as the inclusion of the Music Lions category. But this year’s festival reflects a significant rise in the inclusion of creators.
The Festival has launched Lions Creators this year which will focus on the creator economy and the power of social-first marketing. A dedicated track and space for creators, along with the inclusion of global names in the Cannes Lions content plan, mark an important change for the festival as the new track reflects the industry’s move towards creator-led content and the social platforms where audiences live.
Correspondingly, Cannes Lions has also seen an increase in its Social and Influencer Lions category. This category that celebrates creative social thinking and strategic influencer marketing solutions has grown by 21 per cent, seeing the highest number of entries since the Lion launched in 2018.
Thea Skelton, VP of Events, Lions, elaborated on this approach, highlighting how it represents a step forward in addressing the full spectrum of creativity. “Our focus this year is to embrace the diverse voices and talents that shape the creative landscape. By including creators more prominently, we are acknowledging their critical role in the evolution of brands and businesses.”
More To Win
In line with this approach, the festival has expanded its award categories. This year marks the inception of the Luxury and Lifestyle Lions, drawing a significant number of entries from various brands.
To celebrate every achievement, the Cannes Lions organisers have enhanced the recognition of Silver and Bronze Lions winners. On the awards day for each category, the respective winners will be separately announced in advance and will have the opportunity to be on the red carpet at the Debussy Theatre. Marian Brannelly, Global Director of Awards noted that with only three per cent of entries winning, every accolade is significant, and hence this change.
This year, the festival received 26,753 award submissions, with growth in the Social & Influencer and Innovation Lions categories. The introduction of a new sub-category, Use of Humour in at least 12 different categories, signifies a shift in the creative tone of the submissions.
A More Inclusive Cannes Lions
A standout feature of this year's festival is the focused approach to diversity, equity and inclusion (DEI). Under its ERA – equity, representation and accessibility framework – Cannes Lions has made substantial efforts to foster inclusivity. For the first time, the festival organised an Eid-al-Adha gathering and included sessions such as ‘The Muslim Girl’ in its agenda. The jury, traditionally diverse, is even more so this year, with increased participation from the APAC and Middle East regions and first-time jurors from countries like Pakistan and Uzbekistan.
The festival has also integrated mechanisms to assist individuals with accessibility needs, ensuring that everyone can participate fully in the event. This inclusive spirit extends to the Lions Scholarship for the Marketing Academy and the Creative Academy, with ten scholarships awarded this year, including one to India.
As the 71st Cannes Lions International Festival of Creativity unfolds, it stands as a testament to the evolving landscape of creativity, embracing diversity, and recognising the ever-expanding role of creators in shaping the future of brands and businesses. The festival’s enhanced inclusivity and expanded recognition of creative talent promise to make this year’s event truly unforgettable.
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