What is the Cannes Lions Festival of Creativity?

Just last year, I found myself asking this exact question. Little did I know, Cannes Lions is widely known as the largest Festival of Creativity in the world and has taken over the sunny coast of Cannes annually for the past 71 years!

Spanning across brand marketing, media, tech, design and entertainment, it’s the ultimate creative playground. Each June, around 12,000 global delegates gather over five days to attend talks, networking events and brand activations that ignite inspiration across every corner of the creative industry. The festival is helmed by brand giants like LinkedIn, Meta, Adobe and Google, each hosting immersive experiences along the beach or at luxury hotels overlooking the French Riviera. In 2025, the Ritz-Carlton hosted LinkedIn and TikTok, offering rooftop networking events, day-time fireside chats and even a beachfront performance by Timbaland.

Nowhere else in the world can you experience so many CEOs, creative leaders and cultural icons sharing insights in person. Each activation features high-level representatives who are sometimes joined by major celebrities, offering direct communication that hits far deeper than any livestream. To sit in the same room with the people shaping industries we admire is an unfathomable privilege. We may occasionally get the opportunity to listen to Elon Musk in a stadium a few thousand people but this is multiple discussions of just as high calibre, running daily across the city, making the experience nothing short of exhilarating, inspiring and mind-awakening. So much so you may find yourself experiencing “icon fatigue” for the first time in your life.

Youtube CEO Neal Mohan lead one of the most anticipated sessions - a keynote marking 20 years of Youtube. Held in one of the largest theatre spaces, his immersive talk walked us through the platform’s evolution, from his very first nostalgic video to the polished and diverse content shaping today’s creator economy. He goes on to introduce creators who gained massive success from the platform including Amelia Dimoldenberg, CEO of Chicken Shop Date. Mohan’s mission focuses on empowering creators, fostering community and redefining the future of video. As CNBC noted, “The creator economy has surpassed $100 billion in value, and millions of creators now make six-figure incomes from YouTube.”

From running between events (thankfully our press passes meant queue-jump access!), Serena Williams was another highlight of mine. The most successful woman tennis player with 23 Grand Slam titles, she has seamlessly transitioned into entrepreneurship, with ventures like Serena Ventures which she founded in 2017. The venture capital firm focuses on investing in women and founders of colour, supporting start-ups across various industries. In addition, she launched WYN Beauty in partnership with Ulta Beauty in April 2024. A fashion icon and respected producer, Serena is also the Founder of Nine Two Six Productions, a multimedia company focused on diverse voices and is currently working on her upcoming memoir. For Cannes Lions, she took time from her busy schedule (for a very generous fee I assume), she joins healthcare company Reckit to discuss building a healthier world. Whilst I personally did not grasp the direct connection, the discussion itself was rich with insight and I learned things that I honestly probably would not have heard if it was not for Serena Williams being present - a magical 30 minutes.

Olivier Rousteing, Creative Director of Balmain made an appearance to discuss his latest collaboration with Whisky brand Johnnie Walker. Appointed at just 24 years old, today Rousteing’s impact is not just in clothing but also in the digital realm, where his savvy use of social media has brought Balmain to a new generation of fashion lovers, cementing the house’s place in pop culture. After successfully marking his place within the realm of fashion, Rousteing’s focus has expanded beyond the collections themselves. Acting as a juror at the Fashion Trust Arabia awards, he has championed young designers, particularly those whose work celebrates individuality and heritage in the face of challenges - a reflection of his own journey.

There is an intense sincerity in the way Rousteing connects with his audience. He is transparent with the person he is behind the brand and each word he speaks is deeply from the heart (in contrast to a few other very rehearsed speakers). It was overall a beautiful moment seated front-row across one of my idols. His segment however, was on a surprisingly smaller stage, which may reflect the interests of the Cannes Lions crowd and possible room for a larger involvement of fashion related topics in future.

With ticket prices spanning from £1000 - £10000, there is no denying that there is a large initial barrier to entry. What I found even more surprising is that there are so many events within the festival that are SO exclusive, you simply have to utilise your personal black book. There were some activations that were unaccessible- even with Press Passes and required prior registration or private invitations - something I learned only once there!

After the inspiring day-time discussions, the evenings at Cannes Lions are even more fabulous. Expect yacht parties with VIP global delegates entertained by the largest names in music. We found ourselves serenaded by Wyclef Jean and Mary J Blige on a yacht whilst sipping on unlimited champagne and lobster rolls. Against a backdrop of drone shows and the Mediterranean breeze, it was easy to understand why so many describe the experience as life-changing. It’s where genuine connections form naturally, surrounded by creativity at its highest level.

5 Things to Expect at Cannes Lions

1. Inspiring Talks from Global Industry Leaders

Expect powerful keynote speeches from CEOs, founders, and visionaries across fashion, tech, and media. These talks often reveal future trends, new creative tools, and personal stories that redefine innovation.

2. Brand Activations That Redefine Creativity

Each year, Cannes transforms into a playground for the world’s biggest brands - think LinkedIn Beach, TikTok Rooftop, and Meta’s immersive domes. Expect unforgettable experiences that blend technology, storytelling, and design.

3. A Global Network of Creatives and Entrepreneurs

You’ll meet people from every corner of the creative world, from fashion editors and agency founders to music producers and startup CEOs. Networking happens everywhere: on yachts, at beach parties, and during morning coffee panels.

4. Unforgettable Nightlife and Exclusive Parties

From luxury yacht soirées to beachside DJ sets, the after-hours scene is just as legendary as the daytime events. It’s where real relationships form - often over champagne and sunset views of the Riviera.

5. Lessons in Creativity, Innovation and Endurance

Between back-to-back talks and late nights, Cannes Lions can feel like a creative marathon, but it’s one that leaves you recharged with ideas, connections, and an expanded vision for what’s possible.