The Cannes Lions International Festival of Creativity has announced that a total of 26,900 submissions have been received into the 2025 Awards, reflecting strong global participation across the breadth of the creative industries. All pieces of work will now compete to set the global benchmark for excellence in creativity and effectiveness for the year ahead.
Simon Cook, CEO, Lions, said, “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 and growth. 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. We’re excited to see the winning body of work that emerges over the next week as our juries set the benchmark that will define the future direction for our industry.”
The Design Lions, which underwent significant updates this year to reflect the strategic and behavioral impact of design, experienced a 17% increase in submissions, underscoring the growing role of design as a tool for brand and societal transformation. Creative B2B also saw growth, with entries up 13%, while the Entertainment Lions for Sport rose by 15%, reflecting an increasing emphasis on creativity within performance-driven and fan-led sectors.
Elsewhere, the Strategy Track, encompassing the Creative Strategy and Creative Effectiveness Lions, has seen a notable 10% year on year increase, marking its fifth consecutive year of growth and demonstrating a clear focus on strategy that drives clear business outcomes. Meanwhile, Glass: The Lion for Change saw a 53% increase in submissions, driven by a broader, more intersectional approach to work that tackles systemic issues and drives real-world impact.
Signaling a shift in creative ownership, submissions from independent agencies have grown 18% year on year, showing that innovation and big thinking aren’t limited by scale. And in the Social & Creator Lions, which were updated to better reflect the growing influence of creators in today’s landscape, 18% of all entries were submitted into the newly introduced sub-categories that focus specifically on creator-led content.
Marian Brannelly, global director of awards, Lions, said, “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. Overall, the data shows an industry that continues to evolve and embrace new opportunities to drive impact, with strong engagement with creator-focused submissions and the growth of independent agency participation, representing an industry embracing new models of impact, innovation and transformation.”
Jury members from across the world have now convened in Cannes to judge and award world-class creativity. The winners of the Lions will be announced at the Awards Shows taking place each evening throughout the Festival, from Monday, June 16, to Friday, June 20.
