Next year’s Cannes Lions International Festival of Creativity has made updates to the Awards ahead of opening for submissions in January.
Taking place between 22-26 June 2026, the Festival will see the introduction of Creative Brand Lion, as well as a number of evolutions across the breadth of the Lions. Launching in 2026, the Lion will recognise the systems, cultures and capabilities of brands that make world-class work inevitable.
Other updates to the Awards include refocused categories in the Creative Data Lions; the addition of a new AI Craft subcategory; and an expansion of retail media.
“For 70 years, we’ve recognised the work and creative outputs that drive demand for brands all around the world,” Simon Cook, CEO, LIONS, said.
“As the industry continues to evolve at pace, and economic uncertainty has intensified focus on creative investment returns, we must shine a spotlight on the brands and businesses that are building the capabilities that allow commercial creativity to thrive. We continue to evolve and adapt the Lions to reflect the rapidly changing industry landscape and recognise the brands that are designing the organisational foundations that will enable and sustain creative marketing that matters – for the future,” Cook added.
The Creative Data Lion has gotten a refresh to reflect how data’s role has evolved from informing creative decisions to driving creative strategy from inception. Entries must show how data was essential to both the core idea and its measurable business impact.
The introduction of AI Craft subcategories across the craft-led Lions will recognise work where human creativity and artificial intelligence come together to create ideas that neither could achieve alone. The focus is on recognising craft, artistry and intent, where AI works in service of the idea. And following retail media’s trajectory as 2025’s fastest-growing medium, new subcategories have been introduced into the Creative Strategy and Creative Data Lions to reflect innovation happening in the space.
“We’re witnessing the industry evolve with data and technology playing a pivotal role in how creativity is used to solve business problems. Data has become a creative catalyst, AI is expanding what’s possible and retail media is redefining how brands connect with consumers. These changes reflect how technology isn’t just supporting creativity, it’s allowing us to conquer new creative frontiers,” Marian Brannelly, global director of Awards, LIONS, said.
The Cannes Lions Call for Content is now open with applications accepted until 31 December 2025.
