Cannes Lions 2025: Observations from the Fringe of the Festival -

Cannes Lions 2025: Observations from the Fringe of the Festival

Even without an official festival pass, Cannes Lions is well worth visiting. The fringe alone is packed with activity – seminars, talks, branded sessions, and countless informal moments to learn, meet people, and stay close to what’s shaping the industry. I was in town on Wednesday and Friday to meet contacts, explore the lounges, and get a feel for the creative pulse from the fringes of the official programme.

🔍 What Everyone Was Talking About: AI, AI, AI

If Cannes 2024 hinted at it, 2025 confirmed it: AI has become an integral part of the creative process. Not just in the background, but actively shaping campaign output, visuals, and workflows. There’s still debate, but it’s clear we’ve moved past the experimental phase.

Doing more with less: Efficiency and automation are now central
Sustainability and responsibility: Campaigns rooted in real-world impact
Local storytelling: Work that feels genuine, not off-the-shelf

🔬 Deeper Trends & Industry Shifts

AI is now infrastructure: Tools like Qualcomm Writer are saving thousands of hours each month
Performance meets emotion: Campaigns designed with emotional impact in mind
Creators front and centre: Mid-tier and micro-influencers lead the way
Live events as brand platforms: F1, Super Bowl, Premier League – key battlegrounds
Sustainability: From talk to action – campaigns like #UnplasticIndia showed measurable impact
Creative confidence gap: Only 13% of brands take creative risks – yet those who do see results

Dutch Presence & Recognition

The Dutch were well represented – from the Oranjebitterballen drinks by Marketing Report to lively evenings hosted by Young Dogs, MMME, and Sizzer. Dutch agencies won a total of 9 Lions at the festival: 1 Gold, 4 Silver, and 4 Bronze – alongside 65 shortlisted entries.

Gold: GUT Amsterdam – Hertog Jan “Don’t Drink…” (Creative Effectiveness)
Silver: LePub (Philips Fixables, Oreo), TBWA/Neboko (McDonald’s “Maccie”)
Bronze: Dentsu (KPN), GUT (Heinz), LePub (Heineken)