The Cannes Lions International Festival of Creativity is one of the most prestigious awards in marketing, celebrating the best in creative excellence. Drawing on 15 years of consumer data and insights, we’ve explored our Test Your Ad Premium database to uncover what the 2025 awards may have in store.

What kind of creativity will take home gold this year? Will established brands and agencies continue to dominate, or will we see unexpected newcomers shake up the stage? As we count down to the industry’s most prestigious and glamorous event, here are six key predictions to fuel your anticipation.

Global Gold

The Cannes Lions International Festival of Creativity has long been a stage for the world’s most brilliant advertising and marketing minds, with the United States and the United Kingdom consistently leading the charge. In 2024, these two creative powerhouses once again dominated, collectively securing over 300 awards and setting the tone for another groundbreaking year.

But Cannes is far from a two-horse race. 2024 saw a record-breaking number of entries, just under 30,000 from 90 countries, highlighting the festival’s ever-growing global reach. Standout winners emerged from India, Thailand, Germany, the UAE, and beyond, proving that exceptional creativity knows no borders. We’ve previously showcased Brazil’s dominance at Cannes.

As the Festival continues to evolve with new categories and expanded opportunities, 2025 promises an even more diverse and dynamic showcase of talent. We anticipate more golden moments from emerging markets, unexpected frontrunners, and a richer celebration of global creativity. The stage is set for another exhilarating year, where Cannes will once again shine its golden light on the world’s most innovative and inspiring ideas.

Previous Winner

Category: Humour (Film)

Award: Gold

“Sammakorn Not Sanpakorn” | Brand: Sammakorn | Agency: Choojai & Friends | Thailand

The Rise of AI

Cannes Lions has always been a festival that evolves with the times. From the introduction of Outdoor and Digital categories to the rise of Social & Influencer, the awards have continuously adapted to reflect the changing landscape of creativity. With AI dominating conversations in the past year, it is no surprise that its presence at Cannes will be bigger than ever.

From Coke Trucks and Volvo Saudi Arabia’s “Come Back Stronger” to Google’s “Dear Sydney”, AI-powered campaigns have sparked plenty of debate. But let’s be real, AI isn’t going anywhere. Much like the rise of digital and social advertising, AI has cemented itself as a powerful tool in the creative industry. And despite industry scepticism, consumers seem far less concerned than we think.

Our Test Your Ad platform has proven this firsthand. Coke Trucks effortlessly scored a 5-Star Rating, Volvo’s campaign resonated just as strongly, and even Google’s Gemini AI ad, despite industry backlash, performed impressively. Beyond the headlines, AI is also opening doors for smaller brands, giving them access to creative tools once reserved for big-budget players and leveling the playing field like never before. As Cannes Lions continues to embrace innovation, 2025 could be the year AI truly takes center stage, not as a trend, but as a creative force shaping the future of advertising.

Small But Mighty

It’s no surprise that many of the world’s largest and most renowned brands consistently take home wins at the Cannes Lions. With bigger budgets for creative spend and media, brands like Nike, Heineken, Apple, and Dove have repeatedly been recognized, securing multiple Gold Lions over the years. However, in recent years, especially in 2024, there has been a notable increase in wins for smaller brands and first-time entrants.

As the festival grows, so does the diversity of its winners, reflecting a broad spectrum of creative approaches, from high-budget productions to low-cost, high-impact initiatives. A prime example is the ALS Association’s Ice Bucket Challenge, which won a Grand Prix for Good in 2015 despite its organic, cost-free nature. More recently, the UN Women's ‘Child Wedding Cards’ campaign won a Grand Prix in 2024 with a budget of just $1,500, proving that powerful ideas can drive success regardless of financial backing.

Independent agencies are also gaining greater recognition. Firms such as Edelman London, Rethink, Nexus Studios, and Seoul-based Paulus have demonstrated that agility, fresh thinking, and bold creativity can compete with industry giants. As the Cannes Lions continue to celebrate innovation and originality, we can expect to see even more independent agencies rising to the forefront, proving that true creativity transcends budgets, size, and reputation.

Previous winner

Category: Film Lions  

Award: Gold

“Trains, Now on Uber” | Brand: Uber | Agency: Mother | UK

Brand-Building Power

2025 has brought an exciting evolution to the Cannes Lions with the introduction of the “Long-Term Brand Platforms” subcategory, celebrating enduring brand platforms and sustained creative excellence over time. Recognizing the commercial power of creative consistency, as highlighted by System1 in Compound Creativity, a study using our Test Your Ad data and the IPA Effectiveness Databank, this new category is a significant and much-needed step forward.

The recognition comes at a fitting time, as 2024 saw many brands embracing the strength of consistency. Iconic campaigns were revived, including IKEA Canada’s “Start the Car”, Cadbury and VCCP’s remake of “Mum’s Birthday” for Cadbury’s 200th anniversary, and renewed investment in beloved brand characters like the Kellogg’s cockerel. Rather than creating new work for the sake of it, brands are increasingly turning to proven creative assets that continue to resonate with audiences.

It’s inspiring to see so many brands tapping into their creative archives and championing what already works. Sometimes the most innovative decision isn’t about reinventing the wheel. It’s about refining, streamlining, and ensuring consistency across channels to keep the brand front and center. WARC’s recent report, The Multiplier Effect, in collaboration with System1, BERA.ai, Prophet and Analytic Partners explores the importance of brand platforms further.