The Cannes Lions International Festival of Creativity has announced a robust total of 26,900 submissions for its 2025 Awards, reflecting widespread global participation and significant shifts in the focus of creative excellence. This year’s entry count signals a vibrant and evolving industry, particularly highlighting sharp increases in categories related to design, business-to-business (B2B) marketing, and change-driven initiatives.
The festival observed notable growth across several key categories:
- Design Lions: Submissions in the Design Lions category surged by 17%. This rise underscores the increasing recognition of design as a strategic tool for brand transformation and its profound behavioral and societal impact. The category itself underwent significant updates this year to better reflect these evolving dynamics.
- Creative B2B Lions: Entries in the Creative B2B category saw a 13% increase. This growth reflects a burgeoning emphasis on creativity within the B2B sector, with campaigns showcasing how innovative storytelling and strategic approaches can drive tangible business outcomes for companies targeting other businesses.
- Glass: The Lion for Change: Celebrating its 10th anniversary, this pivotal category experienced a remarkable 53% increase in submissions. This substantial jump is attributed to a broader and more intersectional approach to work that tackles systemic issues, promotes diversity, equity, and inclusion (DEI), and aims to create real-world societal impact.
- Entertainment Lions for Sport: This category also saw a healthy 15% rise, showcasing the increasing intersection of creativity with performance-driven and fan-led initiatives within the sports industry.
- Strategy Track: Encompassing the Creative Strategy and Creative Effectiveness Lions, this track recorded a 10% year-on-year increase, marking its fifth consecutive year of growth and demonstrating a clear industry focus on measurable business results driven by strategic thinking.
Simon Cook, CEO of LIONS, commented on the impressive intake, stating, “We know that world-class creativity can come from anywhere. For business leaders seeking growth opportunities, the global benchmark provides a unique insight into creativity’s power as a catalyst for meaningful transformation. With submissions from across 96 markets – and significant regional growth from LATAM – we look forward to seeing the breadth of groundbreaking ideas from across the world.”
The data also revealed an 18% increase in entries from independent agencies, signaling a shift in creative ownership and demonstrating that innovation is not limited by scale. Furthermore, the updated Social & Creator Lions category saw 18% of its total entries submitted into newly introduced sub-categories specifically focusing on creator-led content, reflecting the growing influence of digital creators in contemporary brand storytelling.
Marian Brannelly, Global Director of Awards, LIONS, added, “The submissions this year reveal a shift in how creativity is being harnessed for meaningful change for both business and society. We’re seeing record growth in categories that demand measurable impact, whether that’s through design thinking that transforms user experiences or strategic approaches that deliver tangible business outcomes.”
As jury members from around the world convene in Cannes to judge and award the finest creative work, the 2025 entries paint a clear picture of an industry evolving to embrace new opportunities, drive impact, and continuously redefine the boundaries of creativity for both commercial success and societal good. The winners of the Lions will be announced throughout the Festival, taking place from Monday, June 16, to Friday, June 20, 2025.
Key Highlights:
- Cannes Lions 2025 received a total of 26,900 global entries, reflecting strong worldwide participation in creative industries.
- There was a sharp rise in submissions across several key categories: Design Lions (up 17%), Creative B2B Lions (up 13%), and Glass: The Lion for Change (a remarkable 53% increase).
- The growth highlights an industry shift towards creativity focused on strategic impact, business outcomes, and driving meaningful societal change.
- Independent agency entries also grew by 18%, and new sub-categories for creator-led content saw strong engagement, indicating evolving models of creative ownership and influence.