The Cannes Lions International Festival of Creativity is once again proving to be the heartbeat of the global advertising world, announcing a total of 26,900 submissions for its 2025 Awards. With entries flowing in from 96 markets, this year’s festival marks a resounding vote of confidence in creativity’s power to drive transformation, not just for brands, but for culture at large.
“This year’s entries reaffirm what we’ve long believed — that world-class creativity can come from anywhere,” said Simon Cook, CEO of LIONS. “The global benchmark set at Cannes provides unparalleled insight into creativity’s ability to act as a catalyst for growth. From major holding companies to independent upstarts, this year’s submissions show a creative industry embracing change, technology, and a renewed sense of purpose.”
Where the Growth Is Happening
It’s not just the volume of work that’s caught attention — it’s the shape of the entries. The Design Lions, revamped this year to emphasize strategic and behavioral impact, saw a 17% spike in entries, spotlighting design’s evolution from aesthetic flourish to brand engine.
Creative B2B also surged by 13%, showing that even in the boardroom, big ideas matter. And with a 15% bump in submissions, the Entertainment Lions for Sport made it clear that fan-first storytelling is having a moment.
Meanwhile, the Strategy Track, which includes the Creative Strategy and Creative Effectiveness Lions, grew 10% year over year — its fifth straight year of gains — further underlining the industry’s push for work that’s not just creative, but impactful.
And in a moment of particular significance, Glass: The Lion for Change, celebrating its 10th anniversary, saw an eye-popping 53% increase in submissions, as agencies embrace a more intersectional lens in tackling systemic issues.
Independents on the Rise
One of the more telling metrics of the year: entries from independent agencies rose 18%, a sign that bold thinking, nimble strategy, and breakthrough ideas are thriving beyond the confines of legacy holding companies.
The Creator Economy Flexes Its Influence
In response to the growing dominance of social platforms, Cannes introduced new subcategories within the Social & Influencer Lions to honor creator-led content — and it paid off. These fresh additions now make up 18% of all entries in the category, showing the undeniable influence creators have on shaping modern brand narratives.
Shifting Toward Measurable Impact
Marian Brannelly, Global Director of Awards at LIONS, summed up the shift: “The submissions this year reflect an industry more focused than ever on measurable, strategic impact. Whether it’s design that reimagines the customer journey or creator content that delivers community engagement at scale, the work demonstrates a more evolved — and frankly, more ambitious — creative mindset.”
What’s Next
Shortlists for the Glass, Titanium, and Innovation Lions have already been released. Remaining category shortlists will roll out from Saturday, June 14 through Wednesday, June 18. Jury members are now in Cannes, with the festival’s awards ceremonies scheduled each night from Monday, June 16 to Friday, June 20.
To see this year’s shortlists and follow Reel 360 News’ coverage throughout the festival.
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