Lessons, learnings and lenses from the virtual Cannes Lions shortlist jury room
Let's say at the outset, Cannes takes the judging process seriously. Jury president Tom 'the voice' Beckman set the tone for the role of the shortlist jury, as the curators to provide the best possible shortlist for the best campaigns that represent our time.
Turns out it's not just the work at Cannes that sets the benchmark, it's also the Oscars of the judging process.
We received a proper and in-depth judging briefing, grounded in criteria tailored to this year's festival themes. The portal itself was intuitive, the chat function encouraged meaningful debate and the scoring system was straightforward.
Yes, there were more than 250 entries to review for each judge but when the experience is like this it makes such a more rewarding experience. More importantly, it encourages the best to rise to the top.
It doesn't matter where the idea came from and as judges we didn't know because blind entries removed any potential bias of knowing the agency behind it. The two most important questions. Was the campaign able to survive in the real world (the jungle)? Is the idea moving the PR category forward by setting a new benchmark?
Cannes Lions work: Micro-ESG, Macro-Impact
For me some of the best work came from more grounded and authentic and less performative purpose work. Clever, useful and targeted solutions solving real problems. Crucially, the best work came from brands solving problems that were theirs to solve. One-off ideas parachuted in via an NGO partner for awards season are easy to spot.
Also, big issues like climate change, blood donation, disease awareness or food poverty, while vitally important, now need to be truly original to cut through. There's a much higher creative bar for what qualifies as a new benchmark in these spaces.
Emerging themes like mental health and social media impact on teenagers felt timely and areas where PR is playing a powerful and positive role.
Shirts as a channel
The football (soccer for our US friends) shirt is no longer just merchandise, it's now a media channel. With popularity comes saturation, and the ideas that rose above the rest were those that treated the shirt as more than just a logo backdrop.
They earned attention beyond the football pitch. Some entries did this with clever subversion by using the shirt as a symbol of protest or solidarity. Others leveraged it as a blank canvas for community-led storytelling.
More Middle East, please?
As someone working in, and passionate about, the MENA region, I was disappointed by how few entries in the PR category I saw from this part of the world. Creativity exists here, I see it every day in pitches, brainstorms and campaigns, but we need to be braver in sharing our stories outside our region. We've now earned a seat at the table, but we have to show up better.
Latin America delivered bold and some unexpected ideas rooted in culture and activism. I also saw some thoughtful and fresh thinking from parts of Asia and Eastern Europe. Another reminder that creativity doesn't have a postcode.
The better entries brought local (and sometimes very niche) insights to life in ways that were understandable for a global jury. They didn't need over-explanation or cultural translation, they were smart, clear and emotionally resonant.
Cannes Lions: The case for better cases
And finally, a note for anyone entering in future years, your case video matters more than ever. In a category like PR, where storytelling is the discipline itself, the case video is your audition. Visual storytelling, sharp copy, and emotional pacing can make the difference. This is an area PR agencies traditionally under-index on. We need to invest in it much more.
As Tom so rightly put it, our job was to walk away with new perspectives, fresh opinions and a shortlist of work that hopefully truly inspires the industry. The best PR ideas make us feel something, want to share and go beyond the creative industry.
No doubt we'll read more about why PR agencies are not showing up better at Cannes but leaving egos at the door, let's be clear PR can't be badged as 'free media' any longer.
We're not here to promote the advertising. It's now the advertising that promotes the PR.
Let me hear you roar.
By Peter Jacob, Managing Director, MENAT, Current Global
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While some pointed to the need for humans to understand culture and context better, others warned about the dangers of relying too heavily on generative AI tools. Reda Raad, Group CEO, TBWA\Raad said, 'The more that people are using AI, the more we're noticing that the output is beginning to look more and more alike. We're seeing this across different categories. We're beginning to see the flattening of culture, which we need to be wary about.' He added, 'Also, keep in mind that the more we rely on AI, the less we're using our intellect, curiosity and critical thinking abilities. At the end of the day, we need smarter people, not dumber people within the industry. So, while AI is a great enabler and a great tool, we need to have real conversations about what we do with AI and how we use it.' The brand and marketing industry needs to be held accountable, leaders surmised, adding that this accountability should not be pigeon-holed to brand equity or performance metrics alone, but should also be extended to the lasting effect that brands have on people, communities, the society at large and the planet. The argument is not a complex one, they said. It's understanding why they got into advertising in the first place and what inspired them to enter this realm of creativity, influence and persuasion. Tarek Miknas, CEO, FP7 McCann MENAT, said, 'My top take away from Cannes Lions 2025 is simplicity. I think the most powerful of the ideas that I've liked are the simplest ones that were able to scale, get attention and make a difference.' View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) All in all, the message from Cannes is clear: Marketing is facing a moment of profound transformation. Against the backdrop of generative AI, cultural fragmentation and the creator economy are upending the media landscape. Creativity remains not just a vital differentiator but one that still belongs to humans. The time for change is here. We are moving beyond hyped conversations. The new business plan to drive outcomes and social good – simultaneously – based on experimentation, bravery to fail, and the ability to be agile and pivot quickly within an evolving market. Offering a piece of advice to wrap up discussions at Cannes Lions 2025, Khaled AlShehhi, Executive Director of Marketing and Communications, UAE Government Media Office, concluded, 'Everyone needs to think big. We all need to get out of our comfort zones. Be curious. Let's do something great together. Let's do something to change our society. Let's be bold and creative.'
