I had the privilege this year to attend the Cannes Lions International Festival of Creativity and was honoured to return with six Lions. It marked a proud moment for Saudi Arabia, HungerStation, and our creative partners at VML. The experience was both energising and eye-opening, showcasing how brands are redefining storytelling, technology, and brand building.
While in Cannes, I asked a friend and mentor, a Regional CCO who has been in the advertising industry for over 30 years and has attended nearly 20 Cannes festivals, how this year compared to earlier editions. His response stuck with me: “There used to be fewer entries, but the themes were broader. Now they are much more diverse, more focused, and increasingly shaped by tech.”
That observation perfectly captured the energy of Cannes 2025. Here are six key takeaways that stood out and will shape how brand leaders and creatives across the industry approach brand building today.
1. Human + AI = magic
Yes, AI dominated conversations, but not as a threat. This year, AI was treated as a creative partner. The most awarded work showed how AI can speed up ideation, enhance personalisation, and unlock new formats, while humans kept the emotional compass. The shift has moved from asking whether AI will replace creatives to how it can empower them.
2. Integration of brand and performance marketing
One of the biggest shifts this year was how fluid the line between brand building and performance has become. The best campaigns were not just beautiful, they were measurable. Brands found ways to balance emotional storytelling with clear business outcomes. The formula is no longer awareness or conversion. It is both, working in tandem.
3. Hyper-personalisation at scale
With audiences more fragmented and expectations higher than ever, personalisation is no longer optional. Cannes 2025 showcased how AI is enabling brands to deliver dynamic, real-time content tailored not just by demographics, but by context, behaviour, mood, and micro-moments. From localised language and cultural cues to adaptive formats and one-to-one messaging, personalisation is no longer a tactical add-on. It is a core driver of relevance and brand love.
4. Creators as core brand partners
The creator economy is no longer a side hustle. It has become central to brand strategy. Brands are moving beyond one-off influencer posts and investing in long-term partnerships where creators are involved from the start. The most effective campaigns were co-developed with creators who helped shape the concept, not just deliver the message. This shift is turning creators into cultural co-authors, not just content distributors.
5. Micro-engagements build brand equity
It is tempting to chase viral glory, but many brands this year focused on consistent, meaningful touchpoints. Whether through interactive story formats, personalised messages, or community-driven content, the value was in showing up often, not just loudly. This steady rhythm of value-driven moments builds deeper brand trust and long-term relevance.
6. The funnel is no longer linear
One of the biggest shifts this year was the realisation that consumer journeys are anything but linear. Traditional funnels have given way to fragmented, fluid paths influenced by moods, moments, and context. Brands can now adapt messaging in real time, meeting people wherever they are in their decision-making process. Whether discovery begins on TikTok, through a creator, or during a live event, relevance depends on agility, not sequence.
Final thoughts
Attending Cannes Lions 2025 was a powerful reminder that brands must be brave, human, and culturally intelligent to thrive. The fusion of creativity, technology, and genuine connection is reshaping the industry. These insights will guide how brand strategy is approached moving forward, through bold storytelling, purposeful use of AI, and the creation of meaningful relationships that last.
Cannes was more than an awards show. It offered a glimpse into the future of creativity, and this year’s edition set a high bar for everyone aiming to make a real impact in the world of brands. There is already excitement for what next year will bring.
By Ahmad Chatila, Director of Brand and Communication at HungerStation
