The Cannes Lions International Festival of Creativity, which will take place from 22 to 26 June 2026, has announced significant updates to its Awards ahead of the submissions opening in January. As commercial creativity continues to influence business and culture worldwide, the 2026 edition will introduce a new accolade — the Creative Brand Lion — alongside structural updates across multiple Lions categories.
A New Award to Recognise the Systems Behind Breakthrough Creativity
The new Creative Brand Lion aims to celebrate not just creative outputs, but the internal engines that make world-class creative marketing possible.
Simon Cook, CEO of LIONS, explained the purpose behind the addition:
“For 70 years, we’ve recognised the work and creative outputs that drive demand for brands worldwide. But in 2026, we’re asking a different question: what are the inputs that make those breakthrough ideas possible in the first place?”
Cook emphasised that the award will honour brands that have built the systems, cultures, and capabilities that enable consistent, repeatable, and high-impact creative marketing. He added that, in a context of rapid industry change and economic uncertainty, it is essential to highlight businesses that invest in the infrastructures needed for creativity to thrive.
Major Updates Across the Awards: Data, AI Craft, and Retail Media
With submissions opening on 15 January 2026, Cannes Lions has also announced several key updates:
1. A Comprehensive Refresh of the Creative Data Lion
Reflecting the industry’s shift in how data shapes creativity, the Creative Data Lion now requires entrants to demonstrate how data drives not just creative insights but the entire creative strategy from inception. Entries must prove data’s role in both shaping the core idea and generating measurable business outcomes.
2. Introduction of AI Craft Subcategories
Across all craft-led Lions, new AI Craft subcategories will recognise work in which human creativity and artificial intelligence merge to produce results impossible to achieve independently.
The focus is on craft, intent, and artistry, ensuring AI serves the idea — not the other way around.
3. Expansion of Retail Media Categories
As retail media continues to be the fastest-growing advertising channel in 2025, new retail media subcategories have been added to both the Creative Strategy and Creative Data Lions. These additions reflect the acceleration of innovation in the space and its growing role in shaping brand-consumer connections.
Marian Brannelly, Global Director of Awards at LIONS, commented:
“We’re witnessing the industry evolve with data and technology playing a pivotal role in how creativity solves business problems. Data has become a creative catalyst, AI is expanding what’s possible, and retail media is redefining how brands connect with consumers.”
Additional Festival Updates
The Cannes Lions Call for Content is now open, with proposals accepted until 31 December 2025. Anyone from anywhere in the world may apply to speak onstage through the dedicated content portal.
Passes for Cannes Lions 2026 are already available, with a variety of options — including funded opportunities — accessible on the official website.
