Cannes. Campaigns. Creators: What the winning work shows us about success in today’s creator economy

The Cannes Lions 2025 Festival made one thing abundantly clear: the creator economy is no longer the new kid on the marketing block or a nice-to-have. It’s now setting the standard for creative excellence. 

This year’s most awarded campaigns didn’t stand out just for their reach or polish. They won because they were platform native, co-created with communities, culturally bold and built to drive real-world impact.

Brands that took home Lions weren’t simply using influencers; they were building with them, tapping into creator platforms as strategic canvases, not just media placements. 

So, what can marketers take away from this year’s top-performing work? Here are four common traits and the takeaways you can apply now… 

Social-first by design, not adaptation 

The 2025 Lions winners showed us that great campaigns today don’t adapt to social platform, they’re born from them. The most celebrated work was designed specifically for TikTok, Instagram Reels, YouTube Shorts and other creator-first environments. 

For justification, you only need to look at the ‘Vaseline Verified’ campaign which bagged the coveted Grand Prix prize. To tackle viral skincare misinformation, Vaseline partnered with 450+ creators to test trending DIY hacks across TikTok, Reels and YouTube Shorts. If a hack passed scientific validation, it earned a ‘Vaseline Verified’ badge turning creator content into trusted endorsements. Skincare hacks were already going viral, so instead of starting a new conversation, Vaseline leaned into one that was already native to the platforms. By tapping into an existing behaviour and amplifying it with credibility and creator voices, the campaign felt like part of the feed, not an ad interrupting it.  

The Takeaway: Forget retrofitting. The smartest campaigns are fluent in TikTok, raised on Reels and made to thrive where creators already live. Start with the platform in mind, designing content that reflects native behaviours and trends from day one. 

Community-first, not celebrity-first 

Cannes 2025 cemented a critical shift: community now holds more influence than celebrity. The most effective campaigns didn’t chase star power, they tapped into trusted voices within niche, highly engaged communities. 

This was evident with the ‘Redditor Edit’ campaign by Škoda which won Gold in the Social & Creator Lions. The brand collaborated with Reddit car enthusiasts on r/CarTalkUK to create fan edits of user-generated Škoda Octavia videos. By handing the creative reins to a niche community of creators, not celebrities, it celebrated grassroots storytelling and proved how co-creation with a passionate online community can elevate brand advocacy. 

The Takeaway: Influence isn’t about who’s loudest, it’s about who’s trusted. Instead of defaulting to A-listers, work with creators already connected to your audience. Co-create content that lets them tell their own story with your brand as the enabler. That’s where real resonance lives. 

ROI, not just reach 

This year’s Lions celebrated work that didn’t just generate buzz, it delivered business results. Creators weren’t just the mouthpiece, they were central to conversion. 

Nutter Butter showed everyone how it’s done and bagged a Gold Lion in the process with their ’Nutter Butter, You Good?’ campaign where the legacy brand unleashed eccentric TikTok content using micro influencers to craft chaotic, surreal short videos that resonated deeply with Gen Z audiences. This fresh creator-led storytelling fuelled a 16.5% lift in sales among Gen Z households.  

This reflects a wider shift we’re seeing in the industry. According to Influencer Marketing Hub’s 2025 Benchmark Report, 67% of brands now evaluate creator campaigns by conversions and customer lifetime value, not just likes and views. 

The Takeaway: Creators aren’t just the megaphone anymore, they’re the engine driving outcomes. Treat them as full-funnel partners. Prioritise trust and align campaigns around metrics that matter – traffic, conversions and loyalty. Engagement is nice. Impact is necessary. 

Risk-taking and cultural relevance 

The boldest, most awarded campaigns weren’t afraid to take risks or speak to cultural tensions. They embraced honesty, self-awareness and relevance, with creators leading the charge. 

AXA’s ‘Three Words’ campaign won the Titanium Grand Prix and was a great example of this. Their bold campaign added ‘and domestic violence’ to AXA’s home insurance policy. Co-created with advocates and survivors, it used unfiltered, creator led storytelling to confront a cultural taboo and positioned the brand not just in the conversation, but at the heart of it. AXA were willing to embrace an uncomfortable truth and hand the mic to those with lived experience.  

The Takeaway: The best brands aren’t just joining the conversation, they’re willing to be the subject of it. Audiences want honesty over perfection. Embrace strategic vulnerability and give creators the freedom to push boundaries. Risk is no longer a liability, it’s your fastest route to relevance. 

Cannes Lions 2025 made one thing clear – the creator economy isn’t optional, it’s foundational. The most successful campaigns weren’t just stylish, they were strategic, social-first, community-driven and performance-backed. 

Need help building your next award-winning creator-led campaign? Drop SUMMER. a line at hello@thisissummer.co