Dispatch from Cannes: Creative Heat on the Croisette

Cannes Lions 2025 is in full swing, and the Croisette has transformed – again – into a playground for brands, agencies, and creatives. The scene is unmistakably energetic. Big ideas are everywhere. And the sand? It’s full of cabanas, conversations, and creatives in oversized sunglasses making things happen.

If there’s a theme emerging this year, it’s immersion. Tubi’s cabana is buzzing with energy – part panel stage, part workshop zone, part beach hangout – and it’s a perfect example of brands leaning all the way into their audience relationships. Meanwhile, Pinterest’s Manifestival (yes, really) is a sensory playground of vision boards, live illustrations, and inspiration stations. It’s designed for discovery, and it works.

Google’s beach space is turning heads with its sharp focus on creators, celebrating 20 years of YouTube with Pride events, creator chats, and new tools. Across the bay, Meta is showcasing mixed reality storytelling, while Canva’s cabana is giving a masterclass in how to make branded content interactive, accessible, and a little bit fun.

The energy doesn’t stop at the beaches. Common Interest – tucked away in a villa off the main drag – has become a low-key haven for conversations that actually matter, hosting artists, cultural leaders, and some of the best-dressed panels on the Riviera. At Plage 3CV, 3C Ventures have created a hybrid networking hub-meets-podcast studio that feels equal parts strategy and soft launch.

But beyond the free rosé and sunset sessions, Cannes feels more commercially serious this year. A lot of talk is circling around retail media, creator commerce, AI, and performance marketing. This isn’t about cinematic ads anymore – it’s about what works, what converts, and what can be measured in more than just sentiment.

Cannes Lions has even introduced new award categories to reflect that shift. From recognising inclusivity in the Glass Lions, to launching new Retail Media awards, it’s clear that the work winning now has to earn its space not just creatively, but commercially.

For those of us in brand experience, content, and activation, it’s both thrilling and validating. Here, it’s all about: big ideas, beautifully executed content, unforgettable experiences, and flawless delivery – from the first brainstorm to the final polish before the launch party.

As always, Cannes brings the sun – but it also brings sharp insight into where brands are heading next and CoCo would like to hold your hand to take you there.

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