This year marked our agency founder’s second time attending the prestigious Cannes Lions festival and Magdalena Sabalė looks forward to continuing this inspiring tradition in the future. Here are the key trends observed:

▪️AI: Unlike last year’s intense focus on AI’s impact on our work, this year’s discussions took a more measured approach. Sessions explored how AI can enrich creativity, improve workflows, and open up new possibilities.
▪️Sustainability: While global attention has long been on sustainability, this year’s Cannes Lions saw deep dives into integrating sustainability across all aspects – from product creation to messaging. The emphasis was on genuine sustainability efforts, not mere token gestures.
▪️Creators: For the first time in Cannes Lions history, a dedicated program was curated for creators. Discussions united global creators to delve into vital themes such as creative potential, mission-driven storytelling, and effective client collaborations.
▪️Olympic Spirit: With the Paris Olympics on the horizon, Cannes Lions exuded an Olympic vibe. The Olympic flame graced the festival, and insights from a representative of the refugee team sparked inspiration.