Get ready to rethink everything you know about creative excellence, because the Cannes Lions International Festival of Creativity is shaking things up in 2026—and it’s about to get personal. What if the real magic behind groundbreaking campaigns isn’t just the final product, but the systems and cultures that make them possible? Enter the Creative Brand Lion, a bold new award launching in 2026 that’s set to celebrate the brands building the frameworks where world-class creativity isn’t just a stroke of luck, but an inevitability.
But here’s where it gets controversial: While Cannes Lions has spent 70 years applauding the outputs of creativity—the ads, the campaigns, the viral moments—this new Lion flips the script. It’s asking: What are the inputs that spark those breakthrough ideas in the first place? Simon Cook, CEO of LIONS, puts it this way: “We’re recognizing the visionary brands that don’t just produce great work, but engineer the cultures, systems, and capabilities that turn creative potential into repeatable, impactful business results.” Think of it as a spotlight on the behind-the-scenes architects of creativity—the brands that make innovation their DNA.
And this is the part most people miss: As the industry grapples with economic uncertainty and the pressure to prove ROI on creative investments, the Creative Brand Lion isn’t just a pat on the back—it’s a call to action. It’s about celebrating the brands that are future-proofing creativity by designing organizational foundations that sustain it. But here’s the question: Is it enough to just produce great work, or should brands be judged by the ecosystems they build to foster it? Let’s debate that in the comments.
Beyond the Creative Brand Lion, the 2026 Awards are packed with updates that reflect the industry’s rapid evolution. The Creative Data Lions are getting a major overhaul, shifting focus from data as a creative informant to a driver of strategy. Entries will need to prove how data wasn’t just helpful, but essential to both the core idea and its measurable impact. And if you think AI is just a tool, think again. The new AI Craft subcategory celebrates work where human creativity and artificial intelligence merge to create something neither could achieve alone. It’s not about AI replacing creativity—it’s about AI elevating it. But here’s a thought: As AI becomes more integrated, are we risking the authenticity of human creativity, or unlocking its full potential?
Retail media, the fastest-growing medium of 2025, is also getting its moment in the spotlight with expanded subcategories in the Creative Strategy and Creative Data Lions. Marian Brannelly, Global Director of Awards, sums it up perfectly: “Technology isn’t just supporting creativity—it’s propelling us into uncharted creative territories.”
Submissions for the 2026 Awards open on January 15, and if you’re itching to be part of the conversation, the Cannes Lions Call for Content is now live, accepting proposals until December 31, 2025. Passes for the festival are available now, with options for every budget—yes, even funded opportunities. For all the details, head to Cannes Lions 2026.
So, here’s the big question: As creativity becomes more systemic, are we losing the spark of spontaneity, or are we entering a golden age of innovation? Share your thoughts below—let’s keep the conversation going.
