Cannes Lions

Cannes Lions is a global festival celebrating creativity in advertising, marketing, and communications. Each year, the industry gathers in Cannes for a week of content (conferences, learning sessions, discussions) and networking, centered around the Palais des Festivals et des Congrès. Its other pillar is the Lions Awards: globally recognized prizes that reward the year’s most outstanding campaigns and ideas, selected by international juries. This combination of on-stage program and awards makes Cannes Lions a benchmark for what shapes creativity and industry standards.

In 1954, advertising film professionals from the Screen Advertising World Association (SAWA) launched the International Advertising Film Festival, inspired by the spirit of major festivals. The first edition was held in Venice in September, with 187 films submitted by 14 countries—right from the start, the ambition was international.

The symbol was born in the same place: the Lion is inspired by the lion of Piazza San Marco. The festival then moved to Monte Carlo, before settling in Cannes, alternating between Venice and Cannes for several years. This journey eventually led to a permanent home in Cannes, which became the festival’s official residence in 1984.

Over time, Cannes Lions has expanded its scope to keep up with evolving formats and consumption habits. A telling example: the Film Lions, historically focused on television commercials, now include more contemporary formats—from digital films to branded content—in order to reflect the reality of today’s creative landscape.

This dynamic is reflected across all the Awards, which are presented as an international benchmark setting the standard for creativity and effectiveness in marketing and communication. The festival has also established itself as a major content platform, with a week structured around learning, networking, and award ceremonies.

At the center of Cannes Lions are the Lions Awards: a series of prizes that recognize the most impactful campaigns and ideas of the year across a wide range of disciplines (film, digital, design, brand experience, activation, etc.). Each category follows a clear logic: entries are evaluated by international juries made up of renowned professionals, selected for their expertise and their ability to judge creative quality.

The process unfolds in several stages: selection, discussions, and then final decisions that lead to a hierarchy of awards. The “Lions” prizes represent different levels of recognition, while the Grand Prix awards highlight the achievements considered the most iconic in their category.

• Dan Wieden Titanium Lions: the category that highlights “game-changing” ideas—those that pave a new path and shift industry standards.
• Glass: The Lion for Change: rewards campaigns that address cultural impact by tackling inequality and prejudice through fairer and more inclusive representation.
• Creative Effectiveness Lions: celebrates creativity when it translates into demonstrable results, with a strong emphasis on proof of impact.
• Film Lions: one of the historic categories, focused on the power of storytelling and the creativity of moving images (TV, cinema, digital, etc.).

Brand Experience & Activation Lions: celebrates brand experiences, activations, and immersive setups, with a 360° approach to customer journey and engagement.