The Cannes Lions International Festival of Creativity opened today with 26,900 submissions from 96 markets, highlighting growth in categories focused on measurable impact and creator-led content. The five-day event, taking place from June 16 to 20 in Cannes, France, showcases the industry’s shifting priorities across innovation, insights, creative excellence, talent, and impact.

As Branding in Asia reports, independent agencies increased their festival presence with submissions up 18% year-on-year. The newly rebranded “Social & Creator Lions” category, previously known as “Social & Influencer Lions,” demonstrates the growing influence of creators in advertising, with 18% of entries in new creator-focused subcategories.

“Glass: The Lion for Change” experienced the most substantial increase at 53%, reflecting the industry’s shift toward work that addresses systemic issues. “Design Lions” rose 17% following category updates highlighting strategic impact, while “Creative B2B and Entertainment Lions for Sport” grew by 13% and 15%, respectively.

Creator Economy’s Expanding Influence

The festival program includes over 100 sessions across multiple venues within The Palais. Creator-focused sessions include UTA’s “The New C-level: How Creator Entrepreneurism Is Reshaping Business” and BBC Studios’ presentation on Amelia Dimoldenberg’s rise.

Major brands, including Duolingo, Kraft Heinz, and Amazon, are presenting case studies, while daily “CMOs in the Spotlight” sessions feature executives addressing strategic marketing challenges. Technology transformation sessions are exploring the impact of AI on creativity and the future of video content.