Cannes Lions 2025: Why it’s no longer just for big creative agencies

Creative Boom was on the ground at Cannes Lions 2025 and spotted a shift: more indie creatives, more opportunities, and a new wave of passes designed to open doors. Here’s what you need to know – and why it’s no longer just a festival for the big players.

If you need the cliff notes, the Cannes Lions Festival of Creativity began over 70 years ago and this year officially hosted more than 12,000 attendees for 200 talks featuring 500+ speakers. Everyone from big brands and A-list celebrities to emerging artists makes the annual sun-soaked pilgrimage to the French Riviera.

And it’s huge. While it began as an awards festival for creative work in the 1990s, panel events, keynotes, networking, and community activations have become equally important.

Every hotel and venue along the Croisette (and beyond) seems to be claimed by a brand, with many attendees clocking up 20,000+ steps a day. Some estimate over 100,000 people now show up outside of the official programming and awards tracks.

The Changing Demographic

I first attended the Cannes Lions in 2011 as a PR account manager, working with global advertising agencies and household brands. When I launched my own boutique agency in 2014, I didn’t think Cannes was for smaller players like me.

But twice, I managed to get clients keynote speaking opportunities and attended on the fringes. Since relocating to France and living just down the road, I’ve dipped back in over the past few years — and I’ve noticed a shift.

This year, I wasn’t just running into big agency peers. I met independent branding and media agency owners, freelance photographers, emerging talent and solo creatives.

I was there wearing multiple hats: as a writer with press accreditation and as a solo business owner. I was pleasantly surprised by how many others like me were also there.

This sentiment was echoed by Sun Yi, founder of Night Owls and a Cannes speaker: “I’ve been in the advertising world my whole career, but it’s my first time here. My perception was that it was for TV commercials or print ads and more traditionally big agency work, so I was surprised that creators are the biggest hot topic here.”

New Passes You Probably Haven’t Heard Of

One of my misconceptions was that the only way to go was to hustle the fringe events. But in 2024, Cannes Lions introduced two new official pass types:

Start-up Pass: For independent, early-stage start-ups (not owned by another business or holding company).

Creator Pass: For those working in the creator economy — including indie creator marketing agencies, talent agencies, and consultants.

The pricing is more accessible than the full delegate pass, and all pass holders can use the LIONS app, which includes daily networking events and a welcome drinks evening for first-timers and solo travellers.

Still, every single small player I spoke to had never heard of these options.

There are now many more pass types available — including those for students, Young Lions (under 30), the Creative Academy, and five different funded opportunities that can be applied for.

How to Navigate a Big Event Like Cannes

Cannes is hot, hectic, and can be quite overwhelming. Fringe events occur in villas, beach cafés, restaurants, and throughout the entire town.

Jimmy Gordon from OK Social — a small studio of five — attended for the first time after friends encouraged him to just book a flight and find an Airbnb. His advice?

“Go with the flow. We had a rough agenda, but we didn’t overplan because there was just so much happening. Besides, you’ll meet people who suggest new events. Honestly — it’s been completely mind-blowing, some of the people you run into on the street or at a party.”

Kwasi Dwimoh, a creative designer from the OLIVER agency, echoed the sentiment: “I’d heard stories about Cannes but never expected it to be this good. I met so many people and got in rooms with people I never thought I’d be in front of anytime soon.”

His advice?

“Don’t worry about where you are in your career. Don’t think you don’t belong in this space — you have every right to be here.”

Designer Ala Ho agrees and already intends to return next year — this time with new business prospects in mind.

Creatives Activating, Not Just Attending

It wasn’t just big brands making noise. Risotto Studio ran a pop-up at the Pinterest beach with a ‘Riso Remix’ activation, letting guests design their own risograph posters with Gabriella Marcella and her team.

Adobe doubled its investment this year and showcased creative collaborations with 3D artist Siddhant Jaokar, Future Mood’s mood-altering glasses, and designer and illustrator Yann Valber.

It’s not just that doors are opening for smaller creative players — it’s that there are real opportunities to collaborate with the brands who run the show.

The Creator Rooftop, open for the second year in a row, provided space for brands and creators to connect — and for once, it feels like the big players want to learn directly from those who actually use their products.

It’s no longer just about getting into the room. It’s about building relationships and collaborating with the people at the top.

What Still Needs Work

Looking ahead to 2026, it’ll be interesting to see whether more independent creatives and boutique studios are invited into the main speaker line-up.

That said, there is still a subtle stigma surrounding being a small business owner. A few times, I caught someone glance at my lanyard, realised I wasn’t with a big agency, and moved on.

It worked both ways — sometimes, I felt intimidated when, in reality, the person I was talking to was genuinely interested in what I was doing.

But here’s the thing: Regardless of where they stood in the job title hierarchy, those who took the time to ask questions ended up having the deepest, most nourishing conversations.

The takeaway? Don’t judge a person by their lanyard.