Cannes Condensed: What Actually Matters Now

What Cannes gets right (and what most people miss) 

Cannes Lions might be infamous for yacht parties and panels on the beach, but scratch beneath the surface and it still delivers something meaningful: it reflects where creativity is heading, what audiences care about, and what will (and won’t) matter in the months ahead. 

This year, the conversation wasn’t just about ideas. It was about impact. It wasn’t just about AI. It was about humanity. And it wasn’t just about boldness. It was about relevance. Here’s our distilled take on what actually matters from Cannes 2025 – no fluff, no filler, just brand-relevant insight. 

Human creativity in an AI-powered world 

The AI conversation has matured. The novelty is gone and the real work begins. Brands and creatives are now asking: how do we use it responsibly, creatively, and in service of people? 

Apple’s VP of Marketing Communications Tor Myhren reminded us that some of the most powerful campaigns still come from deep human insight. AI might provide information, but it can’t replicate wisdom, empathy, or emotional nuance. The takeaway? Technology is only as good as the truth it serves. 

“Machines are doing much more of the work for us… algorithms are really smart and really logical, but logic isn’t always the path to human connection.” 

In the craft renaissance quick content isn’t enough 

Amid the AI hype, a surprising theme emerged: a renewed reverence for craft. From renowned musician James Blake to Procter & Gamble’s Marc Pritchard, the message was clear – skip the fundamentals, and you skip the magic. 

Strategic friction, slower thinking, and obsession with detail are making a comeback. Because when every brand has the same tools, differentiation lives in execution. 

Purpose is evolving – into mission 

The days of performative purpose are behind us. This year, the work that resonated most had real-world conviction. Brands were showing up with action, not just values. Think Google DeepMind’s DNA-decoding project, or OpenAI’s work on meaningful interfaces. 

Today’s best work doesn’t just ask what your brand stands for. It asks what your brand exists to do. 

Emotion-led, media-savvy work wins 

Winning campaigns weren’t the loudest – they were the most emotionally intelligent. Smart distribution, considered channel planning and platform-native storytelling helped emotional ideas land with impact. 

It’s not enough to have a good story. It has to travel well. 

The standout work took full advantage of platform behaviours: building in interaction, integrating social signals, and designing for both attention and retention. Paid and organic were working in harmony. TikTok trends were used not as gimmicks but as storytelling frameworks. The best work understood not just what to say, but how people want to receive it. 

The death of size, the rise of bold 

In his standout keynote “Why Giants Can’t Dance” Sir John Hegarty said it best: “Don’t aim to be the biggest, aim to be the boldest.” 

Size no longer guarantees standout. Agility, not headcount, creates impact. The winners of 2025 weren’t always the biggest spenders – they were the most creatively courageous. Small studios beating industry giants. Niche executions making global waves. Scale is optional; bravery is essential. 

Immersive brand worlds are here to stay 

From Pinterest’s sensory pop-up to Spotify’s immersive music activation, brands went beyond presence to create IRL experiences that told a story. The best of them didn’t just show off; they drew people in. 

These weren’t just photo opps — they were full-spectrum expressions of brand worlds, designed for discovery, emotion, and participation. From ‘Sonic Sips’ coffee tastings to AI-driven playlist generators and artist performances, Spotify turned brand attributes into lived experience. Pinterest made moodboarding tactile. Brands that won went beyond aesthetic and into feeling. 

So, what should you do with all this? 

If Cannes 2025 taught us anything, it’s that the fundamentals still win. Empathy. Insight. Craft. Relevance. These are the traits that make creativity commercially powerful. 

Here’s how to apply it: 

• Brief better: prioritise human truths over hype. 

• Think channel-first: build stories that are native to where they live. 

• Fall back in love with execution: it’s where good ideas become great. 

• Move from purpose to mission: say less, do more. 

• Don’t scale mediocrity: be bold, or be ignored. 

The takeaway? Cannes only really matters if you make it matter – by turning insight into action. If creativity is our industry’s superpower, this year’s festival reminded us to wield it wisely. 

Looking to act on the insights? We help brands build relevance that lasts. Say hello: hello@b-theagency.com