Each June, the world’s creative industries converge on the French Riviera for the Cannes Lions International Festival of Creativity – a week-long celebration often dubbed the “Oscars of Advertising.” In 2025, from June 16–20, Cannes will once again host this global festival that honors excellence in advertising, marketing, and communications. Picture thousands of creative leaders, brand marketers, tech innovators, and celebrities descending on Cannes’ Palais des Festivals, not to watch films, but to spotlight the creativity that drives commerce. Part industry conference, part awards ceremony, part networking extravaganza, Cannes Lions is where the campaigns that touched your heart or blew your mind over the past year get their due recognition – and where the next big ideas are shared. If you’re attending (or just curious), here’s an inside look at what makes Cannes Lions special, what’s on tap for 2025, and how to navigate this whirlwind event.

Where Creativity Meets the Côte d’Azur

Cannes Lions has a storied history dating back to 1954. Initially focused on TV and cinema advertising (hence “Lions” trophies named after the lions of Venice’s Piazza San Marco, where the idea for the festival began), it has since expanded to encompass all facets of creative communications: from traditional print and film ads to digital marketing, design, PR, and even sectors like health, entertainment, and e-commerce. The festival typically draws over 12,000 attendees from nearly 100 countries – a mix of ad agency folks, marketing executives from big brands, tech platform reps (think Google, Meta, TikTok all hosting sessions), and creatives of all stripes. With more than 500 speakers and 150+ hours of content, Cannes Lions is both a celebration and a serious learning experience.

2025 Highlights: The festival’s theme in 2025 appears to revolve around navigating a rapidly changing creative landscape. The content programme announced includes a “world-class line-up of global thought leaders, pioneering brands and cultural changemakers”. Speakers confirmed span an intriguing spectrum: major tech CEOs like Neal Mohan (YouTube’s CEO), top brand CMOs like Morgan Flatley of McDonald’s, creative legends from ad agencies, and even entertainment and sports icons such as film director Jon M. Chu and tennis superstar Serena Williams (in partnership with sponsor Reckitt). This reflects a trend – Cannes Lions isn’t just ad people talking to ad people; it’s about creativity in a broad context, including how brands intersect with culture, entertainment, and society.

Expect content tracks (they mentioned five content streams) tackling things like: Innovation Unwrapped (tech transformations – e.g., how AI is influencing creativity), Cultural Strategy (understanding Gen Z, diversity and inclusion in marketing), Future of Media (the latest in social platforms, streaming, etc.), Brand Creativity & Effectiveness (case studies of big campaigns), and possibly Health & Wellness (there’s usually a track for healthcare comms, especially after recent years). The snippet suggests one session where Serena Williams and Reckitt discuss how business leaders and change-makers drive ideas and diverse voices, indicating topics of social change and innovation.

Of course, the Lions Awards themselves are the heartbeat of the festival. Spread across multiple ceremonies throughout the week, these awards recognize the year’s best creative work in categories like Film, Print, Outdoor, Digital, Radio, Media, PR, Titanium (for groundbreaking ideas), and more – about 30 distinct Lions awards in total. In 2025, with entry numbers rebounding (over 26,000 pieces of work typically entered), competition will be fierce. Delegates often attend the awards shows in the evenings to see who wins and be inspired by the work. It’s not uncommon to find yourself sitting next to a team that just picked up a Gold Lion, flush with joy (and maybe champagne after). The Grand Prix winners (best of the best in each category) are especially anticipated announcements, often going to campaigns that made global headlines or shifted culture. For example, in 2024 one of the big Grand Prix winners was likely a purpose-driven campaign or a brilliantly witty commercial that everyone was talking about.

The Festival Experience: Learning, Networking, Celebrating

During the day, Cannes Lions has the feel of a conference. Inside the Palais des Festivals, multiple stages host back-to-back seminars and workshops. You might start your morning at a keynote in the Lumière Theatre (the big cinema auditorium) listening to a fireside chat with Apple’s marketing head about creativity in product launches, then move to Debussy Theatre for a panel on sustainability in branding, and later head to a forum where a popular influencer discusses the creator economy. The quality of presentations is usually high – speakers know this is the premier event to showcase thought leadership, so they often come with insightful research or case studies. Keep an ear out for big announcements too; companies have been known to launch new initiatives or partnerships at Cannes Lions to capture the attention of global media present.

Outside the Palais, Cannes Lions truly lives up to being a festival. Along the Croisette beachfront, major companies and media brands set up beach pavilions and cabanas. Google Beach, Meta Beach, Twitter (now X) Beach – these are part networking lounges, part event spaces, where throughout the day you’ll find parties, live demos, and yes, freebies (swag from sunglasses to flip-flops). They are invite-only at times, but often there are open hours or smaller talks held there. Wandering by, you might catch a celebrity interview happening or DJs spinning music for an afternoon happy hour. It’s a surreal mix: creative directors in sandals discussing storyboarding while dipping toes in the sand, or CMOs sipping rosé under umbrellas while debating ROI of a campaign.

Networking: One of the main reasons people attend is to meet others. There’s an openness to connecting – after all, everyone has a badge and common ground in creative communication. Don’t be shy to spark a conversation at the festival café or in line for a session. You never know if the person next to you is a creative director of that agency you admire or a brand manager looking for a new agency partner. The city facilitates networking too: many deals and hires have been made over late-night drinks at the Carlton or Martinez hotel bars, or at villa parties in the hills. Speaking of parties, nearly every night has multiple. Big agencies hold networking soirées (some on yachts, some in rented villas), award winners often hit the town to celebrate (Gutter Bar, near the Palace, is a legendary 2am hangout where exhausted but exhilarated creatives mingle – it’s a bit of a rite of passage to end up at Gutter Bar one night). In 2025, with the industry fully back in person, expect the parties to be back in full swing.

Celebrity and Glamour: Cannes Lions often brings star power. Past years saw appearances by the likes of Jeffrey Katzenberg, will.i.am, David Droga, plenty of Hollywood figures, etc. 2025’s line-up already hints at stars like Jon M. Chu (director of Crazy Rich Asians and the upcoming Wicked film) and Serena Williams (who, beyond tennis, has become a symbol of brand power and investment savvy). These celebrities aren’t just eye candy – they’re typically tied to sessions discussing storytelling, brand endorsements, or innovation. For instance, a session might explore how a director works with brands to create content, or how an athlete builds a personal brand. For attendees, it means you could find yourself asking a question to a star during Q&A, or at least snapping a photo as they walk by.

Attending Cannes Lions: Tips for Delegates

If you’re heading to Cannes Lions 2025, preparation helps, given the sheer volume of things to do:

• Plan Your Schedule, But Stay Flexible: Use the official festival app or program to pick out must-see talks and workshops. Big sessions (like top keynotes) can fill up, so get there early. But also leave some gaps to explore the Fringe (beach activations, etc.) or take an impromptu meeting. Some of the best insights can come from a smaller talk you wander into or a conversation on the sidelines.
  
• Festival Passes: A full delegate pass is expensive (running several thousand euros typically). If you’re going with your company, ensure you know which type of pass you have (some lower-tier passes might not include the award shows or certain venues). If you aren’t a delegate, you actually can still experience bits of Cannes Lions: certain beach areas or sponsor events might allow non-badge entry by RSVP, and the atmosphere around town is palpable. But the core content and awards are badge-only.
  
• Dress Code: Cannes Lions is notably more relaxed than the Film Festival dress code (no tuxedos here). Smart casual is typical. In daytime, men often wear polos or short-sleeve shirts and chinos or nice shorts; women in sundresses or stylish casual outfits. Comfortable shoes are important – you’ll walk a lot between venues and hotels (and cobblestones in Old Town if you wander there). For award shows or evening parties, some people dress up a bit more (cocktail attire for certain gala events), but generally a blazer and nice shirt for men, or a chic dress for women, will suffice. And since it’s June on the Med: don’t forget swimwear and something light for the beach!
  
• Logistics: Book accommodation early. Cannes is small and rooms go fast – many attendees end up in nearby towns like Antibes, or even commuting from Nice by train each day (about 30-40 minutes). If your company hasn’t sorted housing, consider an apartment rental which can be more cost-effective (and fun if you share with colleagues). For getting around, you mostly walk. Taxis exist but are in short supply; Uber functions but also limited. The train is great for off-city trips.
  
• Food & Budget: Delegates often have lots of invitations to breakfasts, lunches or cocktail events where food is provided (plus the Croisette has stalls for quick bites, and many seafront restaurants do business lunches). However, note that Cannes can be pricey. A simple salad could be €20 at a beachfront café. Seek out some local spots in the side streets of Rue Meynadier or Marché Forville area for more affordable and authentic bites (great socca, or moules-frites). And hydrate – the sun, wine, and nonstop schedule can sneak up on you.
  
• Enjoy Cannes: Amid the frenzy, take a moment to savor being in the French Riviera. An early morning walk on the beach, a quick hike up to the Suquet (old quarter) for a panorama view, or a gelato in the afternoon by the port – small moments can rejuvenate you. If you stay the weekend after, consider a day trip to Île Sainte-Marguerite (a short ferry ride) for nature and a historic fort, or to Saint-Paul-de-Vence, a charming medieval hill village known for art galleries.
  

Why Cannes Lions Matters

Cannes Lions can sometimes get caricatured as “rosé by the sea” or a big ad industry party, but its core is genuinely about championing creativity that drives progress. A recurring theme in recent years is how creativity can change the world – whether through purpose-driven campaigns addressing social issues or ingenious product innovations improving lives. The festival has responded to critiques by adding categories like Glass Lions (for change, addressing gender inequality) and Sustainable Development Goals Lions. In 2025, expect a lot of conversation on AI’s role in creativity, on inclusivity in advertising representation, and on rebuilding trust with consumers in an era of data privacy concerns.

For professionals, winning a Cannes Lion is a career-defining honor – agencies trumpet their Lions tally like Olympic medals. The learning you get from case studies of winning work is immense; often you’ll hear the behind-the-scenes of how a brilliant idea was sold to a skeptical client or how a tiny budget campaign went viral through smart strategy – these are insights you bring back to your own work. And sometimes, a single talk can light a fire in you creatively (be it a director explaining storytelling or a tech leader showing a new tool).

For the uninitiated, it may seem odd to laud ads – but think of it more broadly as celebrating creativity in communication. An ad that moves you to tears or makes you laugh out loud isn’t just selling something, it’s touching on human truth, and that’s artistry. Cannes Lions is where those who excel at that craft get recognized on the same level as artists or filmmakers.

In short, Cannes Lions 2025 will be a melting pot of ideas and inspiration – from boardrooms to beach lounges. Whether you’re there to collect a trophy, to learn the latest trends, or to connect with like-minded creatives, you’ll leave with a notebook (and mind) full of insights, and likely a few new friends from around the world. And perhaps, a slight sunburn and a vow, “see you next year,” as the Lions roar again.