Where creative frontiers collide.
Cannes Lions 2025.
As the creative industry gears up for Cannes Lions 2025, let’s reflect on the groundbreaking moments from last years festival and consider what might be on the horizon: this summer’s celebration of creativity at the Palais and at the beaches of Cannes.
Breaking Brand Boundaries: The New Collaboration Economy
McDonald’s landmark partnership with Travis Scott demonstrated how legacy brands can transcend traditional marketing through authentic collaborations. By allowing Scott to develop a fashion collection that resonated with both existing fans and new audiences, McDonald’s pioneered a blueprint that was mostly exclusive to lifestyle brands.
For 2025, we can expect an explosion of unexpected brand collaborations that blur the lines between sectors even further. The question is no longer “if” brands should collaborate, but “how boldly” they can reimagine their identity through these partnerships.
Travis Scott x McDonalds
Celebrity Entrepreneurship: Beyond Fame to Business Ecosystems
When John Legend and Chrissy Teigen shared insights about their diverse business portfolio—spanning from cookware and recipe creation (Cravings) to wine production —they exemplified how creative leadership extends beyond traditional boundaries. Their approach showcased how modern celebrities are building interconnected business ecosystems rather than isolated ventures. Looking toward 2025, we anticipate deeper conversations about how creative leaders can leverage their influence to build sustainable business models that align with personal passions and values.
Deepak Chopra, Cannes Lions, 2024
Consciousness Meets Creativity: The Mindfulness Revolution
Deepak Chopra’s assertion that “Imagination is the most fundamental element of creativity” alongside his Digital Dharma book launch highlighted the growing intersection between spiritual consciousness and creative innovation. This convergence signals a trend we’ll likely see amplified at Cannes 2025: mindfulness-driven creativity as a competitive advantage.
As creative burnout and the stand against or with AI becomes an industry-wide concern, expect sessions exploring how contemplative practices can unlock unprecedented creative potential in high-pressure environments.
“Imagination is the most fundamental element of creativity.”
Deepak Chopra
Strategic Framework Evolution: The Three-Dimensional Approach
InBev CMO Marcel Marcondes presented a strategic framework centered on “Lead and Grow,” “Digitize and Monetize,” and “Optimize Business”—a holistic approach that recognizes the multidimensional challenges facing modern marketers.
As we look toward 2025, this framework will likely evolve to incorporate emerging technologies like AI and spatial computing. Cannes Lions 2025 will potentially showcase how brands are implementing these principles through real-time adaptive strategies that respond to rapidly shifting market conditions.
Es Devlin – There is no other, Commissioned by instagram, seen at Meta Beach, Cannes Lions, 2024
Purpose-Driven Advocacy: From Representation to Empowerment
Queen Latifah’s role as a Novo Nordisk ambassador in the “Bigger Than Me” campaign demonstrated how celebrity advocacy is evolving beyond mere endorsement to become a platform for authentic conversation.
Her commitment to “allowing people to have their own voice” in discussions about obesity signals a shift toward more nuanced advocacy. For Cannes 2025, expect to see campaigns that not only raise awareness but actively empower communities to lead conversations about issues affecting them directly.
Here are all Grand Prix Winners, Cannes Lions, 2024
“Only good ideas make money!”
Jacques Séguéla, french advertising legend
The Return to Creative Soul: Honoring Legacy While Embracing Future
Perhaps no moment captured the spirit of Cannes more perfectly than creative legend Jacques Séguéla’s energetic declaration that he “eats lions for breakfast.” His passionate reminder that “only good ideas make money” and plea to create advertising that gives brands a soul resonated deeply with attendees.
Sharing the personal anecdote of meeting his wife 47 years ago at Carlton Beach brought humanity to his message. As we look to 2025, his call to focus on meaningful creativity rather than “war” will likely influence a festival that balances technological innovation with a return to emotional storytelling and human connection.
Looking Ahead: Cannes Lions 2025
As the industry navigates economic uncertainties, technological disruptions, and evolving consumer expectations, Cannes Lions 2025 will likely become a crucial forum for defining what creative excellence means in this new era.
Will AI-human collaboration dominate the conversation? How will sustainability move from buzzword to business imperative? Can the metaverse finally deliver on its creative promise?
One thing is certain: the festival will continue to be a place where creativity finds its boldest expression and where the next generation of groundbreaking ideas will take flight.
As preparations begin for this landmark creative celebration, the industry stands at a fascinating inflection point—one where the lessons of yesterday meet the possibilities of tomorrow. And we at Mirus are most humbled to be witnessing and reporting live from the Palais once more.
What are you most looking forward to at Cannes Lions 2025? The conversation starts now.