30-07-2025
Cannes Lions 2025: The not-so-quiet power of authenticity
As Cannes Lions 2025 wrapped, I found myself thinking less about the spectacle and more about the quieter signals hinting at where our industry is headed. Amid the scale and energy, some signs were too frequent to ignore.
I approached this year's Lions with curiosity and a dash of scrutiny, waiting for that inevitable 'Aha!' moment.
What surprised me wasn't a specific piece of work, but the conversations being had around the work. Conversations that felt more grounded, more aware and more honest.
A region with something to say
One of the most personally significant shifts was the regional presence. Not just visible, but active – leading discussions, earning recognition and taking seats at the highly coveted jury tables. What once felt like emerging representation now feels like confident, fully-fledged contribution.
The unmissable public sector presence – underscored by the historic appointment of a government representative amongst the jury – alongside brand-led storytelling and bold creativity from emerging agencies, reflected just how far the regional creative infrastructure has come, and how much further it can go when paired with consistent ambition.
Technology, tempered
Artificial intelligence (AI), predictably, was everywhere. But unlike recent years, the tone was different – less celebratory, more considered. The best work didn't focus on what AI can do, but on what it should do.
Dove's 'Real Beauty Redefined for the AI Era', a Cannes Lions Media Grand Prix winner, stood out for that reason. In partnership with Pinterest, Dove retrained algorithms to surface inclusive, diverse beauty. It wasn't a gimmick; it was a correction. Quietly powerful in intent and a reminder of what happens when the systems shaping our perceptions don't reflect our values.
It made me think of Buzzman Paris' 'Love Your Imperfections' for Meetic, work that embraced 'realness' a decade ago, long before AI was trending. Authenticity isn't new, but it's now more valuable than ever.
Not all AI stories were positive. Several high-profile withdrawals were a sobering reminder of how AI can blur the real and the manufactured. As creative tools evolve, so must our standards of transparency.
It's no longer just about what a campaign achieves, but about whether the story reflects truth. That, to me, was the central theme of the festival: creativity at its best is not just innovative; it's honest.
Creativity, still personal
Some of the most impactful moments didn't come from the work on stage, but from the people behind it. One of the most notable talks I attended was David Droga's. As he transitions out of his CEO role at Accenture Song, he spoke with clarity about the need for care in creativity – that it's not just about being clever but about standing for something.
Then there was a quieter moment, a writer reflecting on writing as a deeply personal act. About hearing your own voice in a script and tapping into your own nostalgia to bring it to life. That idea echoes across everything we do: decks, scripts and layouts.
When someone taps into their distinct voice, I can hear them presenting it while I flip through slides just before midnight, after the day winds down and I can give the slides the attention they deserve. The very act of trying to connect needs to be amplified, respected and given space to shine.
The expensive currency of realness
If I left Cannes thinking about one thing, it's how much harder and more valuable authenticity has become. In a world of cheap production and fragmented attention, the things that cut through are the things that feel true.
That doesn't mean everything must be quiet, understated or a selfie video. People still want to dream, and in integrated campaigns with high-value productions, how we ask people to dream matters.
Not every campaign needs to be profound but, consistently, the best ones seem to start with simple intentions: say something honestly, say it well and offer the audience something back – a laugh, a tear, a revelation, a dream or perhaps an impulse to call a loved one.
Cannes Lions didn't offer easy answers. But it did give us space to reflect on where we're headed as an industry, as creatives, and as people in a field that still fundamentally depends on human emotion.
Technology will keep evolving. Platforms will shift. But our ability to care about the work, the audience, and the values behind the message, is what will continue to matter the most.
By Nada Assaf, Campaigns Section Head, Strategic Marketing and Communications Sector, Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi).
