The 72nd Cannes Lions Festival wasn’t just a celebration of creativity—it was a seismic shift in how the industry defines influence, innovation, and inclusion. With 26,753 campaigns submitted, 63 Lions awarded to France, and Africa’s strongest presence to date, this year’s edition proved that storytelling is no longer a Western monopoly—it’s a global, strategic force.
Africa’s Creative Momentum
Eighteen African professionals served on juries this year, a record-breaking milestone. Amélie Ebongué led panels on narrative sovereignty and influence, while Jeremy Awori, CEO of Ecobank, declared that “creativity is a lever of economic sovereignty.” Christiane Bossom, the group’s communications director, emphasized the need to “tell our stories with pride, strategy, and ambition.”
Entrepreneurs like Adetutu Laditan (Woof Studios Africa) and Peter Ukhurebor (Black At) pushed for a new creative order—one where African voices are not just included, but central to the global conversation.
France’s Historic Performance
France secured 63 Lions (6 Grand Prix, 11 Gold, 22 Silver, 24 Bronze), placing 4th globally behind the U.S., Brazil, and the U.K. Publicis Conseil alone claimed 28% of all French Lions, including three Grand Prix and the coveted Titanium for its “Three Words” campaign for AXA. The campaign, which added a clause for emergency relocation in domestic violence cases, was hailed as a masterclass in purpose-driven innovation.
From Purpose to Proof
2025 marked a clear pivot: less “purpose-washing,” more measurable impact. Campaigns tackled systemic issues—mental health, education, inclusion—with clarity and joy. Humor returned. Emotion resonated. And storytelling was no longer enough; it had to be strategic, data-backed, and scalable.
Cannes as a Global Business Hub
The festival’s evolution into a business epicenter was undeniable. Netflix Ads announced a landmark partnership with TF1, signaling a new era of media convergence. The Croisette buzzed with deal-making, not just champagne.
YouTube revealed that its short-form content now garners 200 billion daily views, and that AI has already transformed over 20 million videos. Adobe launched its LLM Optimizer, responding to a 3,500% surge in AI-driven traffic to retail sites. The message was clear: tech is no longer a trend—it’s the infrastructure of creativity.
A Closing Message with Purpose
In his final address, Festival President Simon Cook captured the spirit of Cannes 2025:
“This week, we’ve seen what our industry can achieve when it dares—dares to tell new stories, to include new voices, to drive real change. Creativity isn’t a luxury. It’s a growth engine—for business, for people, and for society.”