In the event you want the cliff notes, the Cannes Lions Competition of Creativity started over 70 years in the past and this yr formally hosted greater than 12,000 attendees for 200 talks that includes 500+ audio system. Everybody from massive manufacturers and A-list celebrities to rising artists makes the annual sun-soaked pilgrimage to the French Riviera.
And it is large. Whereas it started as an awards pageant for inventive work within the Nineteen Nineties, panel occasions, keynotes, networking, and neighborhood activations have turn into equally essential.
Each resort and venue alongside the Croisette (and past) appears to be claimed by a model, with many attendees clocking up 20,000+ steps a day. Some estimate over 100,000 folks now present up outdoors of the official programming and awards tracks.
The Altering Demographic
I first attended the Cannes Lions in 2011 as a PR account supervisor, working with world promoting businesses and family manufacturers. Once I launched my very own boutique company in 2014, I did not suppose Cannes was for smaller gamers like me.
However twice, I managed to get purchasers keynote talking alternatives and attended on the fringes. Since relocating to France and dwelling simply down the highway, I’ve dipped again in over the previous few years — and I’ve seen a shift.
This yr, I wasn’t simply operating into massive company friends. I met unbiased branding and media company house owners, freelance photographers, rising expertise and solo creatives.
I used to be there sporting a number of hats: as a author with press accreditation and as a solo enterprise proprietor. I used to be pleasantly stunned by what number of others like me had been additionally there.
This sentiment was echoed by Solar Yi, founding father of Night time Owls and a Cannes speaker: “I have been within the promoting world my entire profession, however it’s my first time right here. My notion was that it was for TV commercials or print adverts and extra historically massive company work, so I used to be stunned that creators are the largest sizzling matter right here.”
Lola Younger at Cannes Lions
Mustafa Suleyman (CEO of Microsoft AI) at Cannes Lions
New Passes You Most likely Have not Heard Of
Certainly one of my misconceptions was that the one approach to go was to hustle the perimeter occasions. However in 2024, Cannes Lions launched two new official move sorts:
Begin-up Move: For unbiased, early-stage start-ups (not owned by one other enterprise or holding firm).
Creator Move: For these working within the creator financial system — together with indie creator advertising and marketing businesses, expertise businesses, and consultants.
The pricing is extra accessible than the complete delegate move, and all move holders can use the LIONS app, which incorporates each day networking occasions and a welcome drinks night for first-timers and solo travellers.
Nonetheless, each single small participant I spoke to had by no means heard of those choices.
There are actually many extra move sorts out there — together with these for college students, Younger Lions (below 30), the Inventive Academy, and 5 totally different funded alternatives that may be utilized for.
Navigate a Massive Occasion Like Cannes
Cannes is sizzling, hectic, and could be fairly overwhelming. Fringe occasions happen in villas, seashore cafés, eating places, and all through the whole city.
Jimmy Gordon from OK Social — a small studio of 5 — attended for the primary time after pals inspired him to only e-book a flight and discover an Airbnb. His recommendation?
“Glide. We had a tough agenda, however we did not overplan as a result of there was simply a lot occurring. Moreover, you will meet individuals who recommend new occasions. Actually — it has been fully mind-blowing, among the folks you run into on the road or at a celebration.”
Creators Rooftop at Cannes Lions
Bonnie Wan at Cannes Lions
Kwasi Dwimoh, a inventive designer from the OLIVER company, echoed the sentiment: “I might heard tales about Cannes however by no means anticipated it to be this good. I met so many individuals and bought in rooms with folks I by no means thought I might be in entrance of anytime quickly.”
His recommendation?
“Don’t fret about the place you might be in your profession. Do not suppose you do not belong on this house — you’ve got each proper to be right here.”
Designer Ala Ho agrees and already intends to return subsequent yr — this time with new enterprise prospects in thoughts.
Creatives Activating, Not Simply Attending
It wasn’t simply massive manufacturers making noise. Risotto Studio ran a pop-up on the Pinterest seashore with a ‘Riso Remix’ activation, letting visitors design their very own risograph posters with Gabriella Marcella and her group.
Adobe doubled its funding this yr and showcased inventive collaborations with 3D artist Siddhant Jaokar, Future Temper’s mood-altering glasses, and designer and illustrator Yann Valber.
It isn’t simply that doorways are opening for smaller inventive gamers — it is that there are actual alternatives to collaborate with the manufacturers who run the present.
Reese Witherspoon at Cannes Lions
Peter Jackson at Cannes Lions
The Creator Rooftop, open for the second yr in a row, offered house for manufacturers and creators to attach — and for as soon as, it appears like the large gamers wish to be taught immediately from those that really use their merchandise.
It is now not nearly stepping into the room. It is about constructing relationships and collaborating with the folks on the high.
What Nonetheless Wants Work
Looking forward to 2026, it’s going to be fascinating to see whether or not extra unbiased creatives and boutique studios are invited into the primary speaker line-up.
That mentioned, there may be nonetheless a delicate stigma surrounding being a small enterprise proprietor. Just a few occasions, I caught somebody look at my lanyard, realised I wasn’t with a giant company, and moved on.
It labored each methods — generally, I felt intimidated when, in actuality, the individual I used to be speaking to was genuinely excited about what I used to be doing.
However here is the factor: No matter the place they stood within the job title hierarchy, those that took the time to ask questions ended up having the deepest, most nourishing conversations.
The takeaway? Do not decide an individual by their lanyard.
Emily Graham of Omnicom and Michael Maslansky, Cannes Lions
