Beyond the Lions: Brand takeaways from Cannes 2025

After a whirlwind week judging at Cannes Lions, the dust has settled, and my feet are only just forgiving me for walking over 100,000 steps in just 5 days. What sticks with me most isn’t just who won what. It’s the behaviour brands leaned into. The shifts in tone, bravery and intention, as well as the missed chances.

This wasn’t a year of inflated promises or shouty brand noise. I reviewed nearly 400 projects ahead of the festival, as part of my role as shortlisting judge on the Design Lions this year, and the sheer breadth and quality of work this year was outstanding. The most effective work was emotionally intelligent, purposeful, and rooted in relevance. It wasn’t about trying to win attention at all costs but earning it with clarity and connection.

So, if you’re a brand wondering what Cannes revealed about where creativity is heading, here’s what stood out.

From visual to experiential

One of the clearest shifts this year was brands using creativity to build something deeper than visual identity. This was about experience: sensory, emotional, immersive. The brands that cut through weren’t just consistent in how they looked, but how they made people feel.

In an increasingly digital world, the physicality of design is proving to be a powerful differentiator. Projects that incorporated tactile, handcrafted elements stood out to me for their ability to create deeper emotional engagement. These designs didn’t just communicate a message, they invited interaction, encouraging audiences to touch, explore, and connect on a sensory level.

For brands mostly living in digital spaces, the takeaway is this: Tactile doesn’t have to mean physical. You can create a crafted feel by designing meaningful moments that bring people together to share in the joy of the brand. Whether it’s through a pop-up experience, an interactive digital ritual or even user-generated content. Using warm, textured design elements and storytelling that highlights craftsmanship can also enhance the sense of authenticity. The goal isn’t perfection; it’s connection and that’s what creates emotional impact.

Tech with meaning

The integration of advanced technologies, from artificial intelligence to emerging newfound technologies, is redefining the boundaries of design. AI was everywhere this year, but the standout uses weren’t flashy. They were purposeful.

Take Coca Cola’s collaboration with Adobe on Fizzion, an AI powered design tool that embeds brand guidelines directly into Creative Cloud apps. It’s not about replacing creatives but empowering them. With more than 200 brands globally, Fizzion allows The Coca-Cola Company to create content on a global scale, up to 10 times faster, without compromising quality, integrity or originality. When technology enables creativity rather than overwhelming it, the result is work that’s not just more efficient, but effective.

Many of the most compelling entries showcased how these innovations can enhance creativity, streamline processes, and unlock new ways to create. It's clear that technology is not just supporting design, it’s transforming what’s possible within the discipline.

Where things are heading is even more exciting. What stood out to me this week is that while people may fall into similar ‘buckets,’ no two individuals are truly the same. We’re not just talking about automation anymore but we’re moving firmly toward greater personalisation, thanks to the rise of new technologies. The most forward-thinking brands are starting to use tech to build stories that cater to different audiences while still feeling personal and relevant to the individual.

That’s the real power of creative tech. To build a unified brand story, then tailor it in meaningful ways for different contexts, cultures and people. For brands still wary of AI, the key is to use it as a creative enabler, not a replacement. It helps teams move from concept to execution faster, freeing up time to focus on the emotional, human elements that truly make a brand resonate. You don’t need to go all in overnight. Start small and use it as a use it as a creative partner, not a decision-maker. The goal isn’t to hand over the reins, but to unlock new possibilities that elevate your craft, not dilute it.

Lessons from the jury room - what brands need to know

I’ve been lucky to judge across several juries and competitions, and each one has opened my eyes to new technologies, fresh thinking, and a deeper understanding of what truly great design looks like. It’s not about the biggest spend or the most buzz. It’s about originality, clarity and emotional intelligence.

The best entries were clear on the problem they were solving. The idea was sharp. The craft felt intentional. But more than that, they were grounded in genuine consumer insight. You could tell when a project clearly addressed a real problem and responded with a creative solution that felt both intentional and emotionally resonant. Great design wasn’t just visually striking; it had purpose clarity and relevance. That’s when you knew a brand truly understood how to use design well.

On the flip side, the common traps were easy to spot. A big one was when brands relied on outdated ‘safe bets’ or surface level messaging that lacked real meaning. That might’ve worked in the past but not today, especially under the spotlight of Cannes. In a digital world where every consumer has a voice, people quickly call out inauthenticity or creative that misses the mark. Playing it safe has become the riskiest move. Audiences expect honesty, relevance, and bold ideas rooted in real insight.

For brands, it’s a reminder: Design with intent. The world doesn’t need more brands, it needs better ones, something we champion and put into practice daily at Elmwood. Don’t just create for attention.

What now?

Cannes is always a moment of celebration, but it’s also a mirror. This year, it reflected a creative landscape where clarity, care and cultural intelligence are more valuable than ever.

I’d encourage anyone in the industry to explore ‘The Work’ on the Cannes website. These are the projects that have been rigorously assessed by some of the most respected names in the field, and they collectively represent the evolving standards of excellence in design.

For brands, the takeaway is clear. Be sharp on your message. Be honest in your execution. Trust your creative teams to push for more than safe. The best work we saw didn’t try to tick every box. It knew exactly what it wanted to say and said it brilliantly. In the end, the work that connects is the work that counts. And that’s the real win.

This article first appeared on Creative Brief here.