Cannes Lions, much like the industry it serves, is a living, breathing organism reflective of the personalities that are defining the modern advertising landscape. In 2025, the event served as a powerful reminder that in a world obsessed with data and AI, creativity is no longer a nice-to-have; it’s the thing that connects us as human beings and differentiates brands and experiences.
Surely, AI was an oft-covered topic at the festival. Yet in an economy increasingly shaped by algorithms and large language models, new technology is becoming ubiquitous quickly. Increasingly, it is hard for brands to stand out on tech alone, and as such, industry leaders were quick to point out the importance of genuine connection with audiences.
Granted the audience may have been a bit biased, but overwhelmingly executive leaders I heard from or spoke with were clear: In advertising and brand-building, creativity remains the only true differentiator. It’s the force that drives growth, shapes culture and builds those meaningful connections that are difficult for models to replicate.
This is made even more apparent by the rising generation of agency and brand leaders that were featured throughout the festival. Creators were also included heavily across various activations, aligning with brands in unique and sensible ways. Much discussion has centered on the impact of technology to those entering the workforce, and it was heartening to see so many young inspiring leaders step into the spotlight in 2025.
The Young Lions competition – hosted by the festival and open to creatives under 30 – has long been a stepping-stone for new voices to start shaping the future. This year, I had the chance to meet bright stars like Kendelle Cragun and Hailey Skinner of Crispin, who won spots for Team USA in the “Print” category.
What’s even more exciting is that these rising stars are already making an impact. Last year’s winners in the same category, Victoria Rocha and Chloe Bayhack, of BBDO NY and Ogilvy, respectively, were recently named to the AdWeek 100 list of rising agency talent shaping culture. Amidst much consternation about the younger generation, tomorrow’s creative leadership is rooted in passion and perspective, while gaining experience. The new guard is here, and they are rewriting the rules.
Another theme that wove itself throughout the programming was the idea that great strategies are born from cultural insights. Diageo’s viral TikTok success pairing Don Julio tequila with KFC is a perfect example. It wasn’t some corporate stunt cooked up behind closed doors; it emerged organically from the audience and the culture. The brand saw the moment, leaned into it, and turned a spontaneous trend into a win. That’s the power of listening and being in tune with real people, not just chasing the next viral sound.
Karen Crum of EY, at a session during COLLINS House, noted that not being creative is the biggest risk a brand can take. Creative and marketing leaders are trying to find ways to prove this theory with metrics, but the brands that are performing are the ones that build connection rather than chase relevance.
Advertising technology, be it targeting engines, AI, search, etc., are great at spotting patterns, but are limited when it comes to understanding nuance. They don’t comprehend the contradictions, the emotions, and messy complexities that make us human. As Bruno Ulloa from LatiNation put it during a panel at Inkwell Beach, “Real creative breakthroughs don’t come from dashboards—they come from people.” Always have, always will.
The challenge now is finding that balance. AI can assist, but it can’t replace the soul of creativity. Taika Waititi made a great point during a session also at COLLINS House: “AI might speed up the process, but it can’t replace the messy journey of finding your voice as a creator. It can’t replace the soul of the work.” The best creative work still comes from intuition, passion and perspective - ingredients that technology can amplify but never substitute.
If there’s one thing that stood out more than anything else at Canne Lions 2025, and one element I’m taking back to our team to action, it’s the importance and impact of smart, sometimes unexpected, partnerships.
Great work doesn’t happen in silos. It's built on the intersection of people, brands, agencies, and creators coming together with a shared vision. Collaboration, in its truest sense, is the engine of innovation. That’s what makes the difference between a good campaign and a cultural moment.
In the end, Cannes 2025 wasn’t about tech versus creativity. It’s a clear reflection of how real, grounded, human creativity still drives everything forward. More than just expression, it’s a human necessity. Amid constant disruption and noise, creativity is what keeps us connected, relevant and real.
