30-07-2025
Cannes Lions 2025: Natalie Shardan shares insights from the jury room
Great brand experiences don't just show up – they stay with you. They stir something, shift something and leave something behind. Judging the Cannes Lions in Brand Experience and Activation this year was a powerful reminder of that.
In a room full of bold opinions and sharp minds from around the world, we sifted through hundreds of campaigns in search of that rare magic – ideas that went beyond flash to deliver feeling; ideas rooted in local truth yet expressed with a clarity that transcended borders. The kind of work that doesn't just speak to people but speaks for them. Work that feels unmistakably human.
Ideas that left a mark in the Cannes Lions jury room
For me, what separates a campaign worthy of a Gold Lion is the magic formula of emotion and culture – combined with the ability to drive meaningful action. A winning campaign doesn't just show up in people's lives; it earns its place, leaves a mark and makes the brand unforgettable.
The best work also proves that creativity is a business driver. We looked for ideas that didn't compromise one for the other – that used creativity to unlock relevance, resonance and results.
This year, several ideas rose to the top. 'Caption with Intention' stood out as a campaign that deservedly won the Grand Prix across multiple categories. What struck me was its simplicity and brilliance – an idea hiding in plain sight.
By introducing a dynamic subtitle system, it completely reshaped the viewing experience for the deaf community. It's a powerful example of how a strong creative idea can influence an entire industry and redefine how we consume content.
'Price Packs' for PENNY, by our German colleagues, also left a strong impression. It was a campaign that proved how bold ideas can drive real business results. The campaign used its creativity to champion price stability – making the brand a beacon of trust at a time when it really mattered. Not an easy campaign to execute, but the agency and client pushed it through and the results spoke for themselves.
Then came ideas such as 'Acko Tailor Test', which turned a common habit into a moment of health awareness, as well as 'The Kimberly Price' and 'The Gulf of Mexico Bar' – rooted in deep cultural context. These ideas demonstrated how simplicity, bravery and a deep understanding of people's behaviour can turn even small moments into something powerful.
Purpose matters
What surprised me this year was how many brands embraced ideas that went beyond performance metrics and leaned into cultural impact. The best campaigns didn't just sell – they stood for something.
They refused to treat digital and physical spaces as separate silos, creating seamless ecosystems where every touchpoint felt connected and intentional. It was less about being 'omnichannel' and more about making connections feel truly human.
In contrast, one thing became very clear: too many campaigns still confuse visibility with value. A flashy activation can win attention and clicks, but if it doesn't carve out a meaningful role for the brand in people's lives, it won't last.
True brand experience is about resonance, not just reach. In the jury room, we were wary of ideas that felt retrofitted for the category – ideas where brand experience was just a superficial layer, rather than its core.
Risk of playing if safe
Judging this category at Cannes Lions reminded me why we do what we do. In an age of automation and data overload, creativity still matters – now more than ever. The power of a simple, sharp idea to move people, shift perceptions and drive real‑world results is still our biggest industry asset.
If you want bold activations, you can't be risk‑averse. The best brand experiences are strategic, but they also dare to be human. Let go of the safe approach. Play the long game. People remember how you made them feel – not your click‑through rate.
For brands and marketers across the Middle East, this is an invitation. An invitation to lean into bold ideas, stay rooted in culture and create connections that matter. And that's how we win, long after the campaign is over.
By Natalie Shardan, Managing Director, Serviceplan Middle East
