In the 72nd edition of adworld’s most loved and coveted gala- Cannes Lions International Festival Of Creativity, The Festival has announced the renaming of its Social & Influencer Lions as Social & Creator Lions and expanded its Glass: The Lion for Change along with adding a new sub-category to celebrate long-term brand platforms.
Additionally, The Festival has also doubled its funding to provide €2m worth of complimentary passes to underrepresented talent and underserved communities through its Equity, Representation and Accessibility (ERA) Pass, returning for a second year.
Emphasising that the increased investment was crucial to continue to drive progress for both Cannes Lions and the industry, Frank Starling, Chief DEI Officer, LIONS, said, “The ERA pass plays an important role in fostering a global representation of talent within the creative communications industry at Cannes Lions, and to date our funded opportunities have reached creatives in 46 countries globally. With the Festival being the destination for everyone in the business of creativity, we recognise the importance of creating equitable access to it, and this is why we’re prioritising increased representation from the Global South to support a greater range of voices and perspectives from the region at the Festival.”
Furthermore, with submissions into the Cannes Lions Awards 2025 opening on January 16, 2025, innovations to the Awards have also been announced in two categories as of now- The Social & Influencer Lions and Glass: The Lion for Change.
This time around, The Festival has renamed The Social & Influencer Lions as Social & Creator Lions to recognise creators’ increasingly important role in the landscape and new categories have also been added in the same to focus on creators and the innovative work that they specifically are producing for brands.
As per Research Nester, that the creator economy market size is estimated to surpass $600bn by the end of 2036.
Aligning with this, LIONS Creators – the bespoke learning experience for the creator economy – will return to the Festival for a second year giving creators a place to come together to learn how to build their business in a sustainable and effective way.
Other changes to the Lions include the addition of a sub-category to celebrate long-term brand platforms. The sub-category will sit across multiple Lions and recognise brand platforms that show long-term effectiveness in building brand equity, fostering loyalty and delivering measurable business results through continuous, creative communication efforts.
Additionally, Glass: The Lion for Change which celebrates 10 years since its introduction in the 72nd edition has also been evolved and expanded.
Delving into the nitty gritty of the same, Marian Brannelly, Global Director of Awards, LIONS, said, “Gender representation remains essential, and following consultation and research there is now a need to evolve the Lion to recognise the importance of intersectionality, from disability and race to sexuality and social inequity. This Lion is an Award for change. Expanding the scope allows us to celebrate ideas that promote more equitable representation for a broader range of communities and also reflect the importance of embedding authentic inclusivity throughout the creative process.”
Not only this, recognising the scale and pace of the global creative economy, The Festival has also launched Country Pavilions to drive greater global representation of countries.
Commenting on the same, Thea Skelton, VP Festivals, LIONS, said, “We know that creativity is an overpowered economic growth lever. The global creative economy is estimated at $985bn and could represent 10 percent of global GDP before 2030, according to the think tank G20 Insights. With this pace and scale we believe that countries and governments have an opportunity to supercharge their creative economy by showcasing their capabilities at Cannes Lions in front of some of the most influential minds in the industry.” This global village will provide countries with the opportunity to showcase local creativity on the global stage, promote creative economies and serve as a hub for learning sessions, as well as benefit from cross-country networking. A dedicated content stage will accompany the pavilions and showcase truly global content and perspectives.”
