Cannes Lions introduces country pavilions and award criteria updates

The Cannes Lions International Festival of Creativity, slated for 16–20 June 2025 in Cannes, France, has announced several updates ahead of its 72nd edition. Among the most significant changes this year is an increased emphasis on representation and inclusivity, with new measures aimed at broadening access and updating award categories to better reflect the evolving creative industry.

Country Pavilions initiative

This year, Cannes Lions will introduce Country Pavilions, an initiative designed to increase global representation by providing nations a dedicated space to highlight their creative industries. The Pavilions will serve as hubs for learning sessions, cross-country networking, and presentations on each country’s creative contributions.

Thea Skelton, VP of Festivals at LIONS, shared insights on the decision to launch Country Pavilions: “We know that creativity is an overpowered economic growth lever. The global creative economy is estimated at $985bn and could represent 10 percent of global GDP before 2030, according to the think tank G20 Insights. With this pace and scale, we believe that countries and governments have an opportunity to supercharge their creative economy by showcasing their capabilities at Cannes Lions.” A content stage dedicated to the Pavilions will further facilitate global content sharing and knowledge exchange.

Cannes Lions award category updates

The Festival has announced several changes to its award categories for 2025, designed to address the creative industry’s shifting dynamics and ensure that a wider spectrum of experiences is acknowledged. The Glass: The Lion for Change, now marking its 10th year, has been expanded to include an intersectional focus on aspects such as disability, race, sexuality, and social equity, alongside gender representation.

Marian Brannelly, Global Director of Awards at LIONS, explained the rationale for these updates: “Gender representation remains essential, and following consultation and research, there is now a need to evolve the Lion to recognise the importance of intersectionality, from disability and race to sexuality and social inequity. This Lion is an Award for change. Expanding the scope allows us to celebrate ideas that promote more equitable representation for a broader range of communities.”

Additionally, the Social & Influencer Lions have been renamed Social & Creator Lions, reflecting the increasing prominence of the creator economy. Research Nester estimates that the creator economy will exceed $600 billion by 2036, and the updated Lion will now include new categories specifically for creators producing content for brands. In line with this focus, the LIONS Creators learning experience will return to the Festival, offering creators a space to connect and build industry knowledge.

A new sub-category dedicated to long-term brand platforms has also been introduced across several Lions. The addition aims to spotlight campaigns that demonstrate long-term effectiveness, foster brand loyalty, and deliver measurable business outcomes through ongoing creative efforts.

Funding increase for ERA passes

The Festival will continue its Equity, Representation, and Accessibility (ERA) Pass for a second year, doubling its funding to €2 million. This increased support intends to improve access for underrepresented talent and underserved communities, extending complimentary passes to creatives who may not typically attend. So far, the ERA Pass has supported talent in 46 countries, and with a heightened focus on the Global South, this year’s initiative seeks to bring a more diverse range of voices to the Festival.

Highlighting the significance of the ERA Pass, Frank Starling, Chief DEI Officer at LIONS, stated, “The ERA pass plays an important role in fostering a global representation of talent within the creative communications industry at Cannes Lions. With the Festival being the destination for everyone in the business of creativity, we recognise the importance of creating equitable access to it, and this is why we’re prioritising increased representation from the Global South.” Applications are currently open until 5 December 2025.

The Cannes Lions Call for Content has opened today, with proposals accepted until 31 December 2025, inviting perspectives from all sectors of the creative community. Passes for the Festival are available on the official Cannes Lions website.