The Cannes Lions International Festival of Creativity kicked off with a vibrant celebration of global storytelling, innovation, and cultural exchange. From the very first day, the energy on the Croisette was electric—an unmistakable sign that the creative industry is not just evolving, but transforming.
Industry leaders wasted no time diving into the heart of the conversation. Jérôme Amouyal of AXA reflected, “Performance and creativity are the yin and yang. We don’t create for the sake of it—we create to make an impact.” Laurent Allias, founder of Josiane, echoed the sentiment, calling for brands to “reinject meaning into their messages,” while Meta’s Séverine Six emphasized the need to “respect users’ attention” in an increasingly saturated media landscape.
Among the standout campaigns, Budweiser’s “One Second Ads” drew praise for its universal simplicity. Françoise Nottrelet, a juror in the Audio & Radio category, described it as “a brilliant example of how less can truly be more.” She also highlighted the richness of cultural perspectives within the jury, noting how “collective dynamics challenge our own assumptions.”
But perhaps the most powerful narrative emerging from this year’s festival is the undeniable rise of African creativity. With three African jury presidents—including South Africa’s Xolisa Dyeshana and Egypt’s Ali Ali—the continent’s influence is no longer emerging; it’s established. Jeremy Awori, CEO of Ecobank Group, captured the moment perfectly: “Creativity is an economic engine for Africa, and Cannes is the global stage to showcase it.” Christiane Bossom, the group’s Head of Communications, added, “It’s time we tell African stories with pride and ambition.”
Voices like Amélie Ebongué (Gamma & Gemini) and Adetutu Laditan (Woof Studios Africa) brought fresh perspectives to the table, reinforcing the growing presence of African women in global creative leadership.
As one creative director put it while strolling the Palais des Festivals: “People don’t come to Cannes just to be seen anymore—they come to be challenged.” And this year, more than ever, the world is listening to Africa.
