Cannes Lions 2026: Award-Winning Work Highlights Trends
Five days brimming with awards and exciting side events – what themes are making waves in the creative industry right now, and what can marketers learn from them? Discover the top takeaways from the Cannes Lions 2026!
DMEXCO in the thick of it at Cannes Lions 2026
For DMEXCO Brand & Communications Director Verena Gründel, the Cannes Lions International Festival of Creativity has been one of the most important events on the marketing calendar for many years. And 2026 was no exception – she was back, staying up to date with trends, talking to industry insiders, and picking up fresh ideas for the community.
Here’s how Verena described the itinerary for her trip: “My schedule is tightly packed, down to the very last minute – like a carefully assembled game of Tetris. Our three co-hosted DMEXCO events are also planned in. That’s exactly how it should be, because I want to gather as many insights as possible for DMEXCO and meet as many of you as I can.”
One thing stood out above all else amid the award shows, panel discussions, side events, and countless networking opportunities: The industry is navigating a tough environment. While the spotlight was on celebrating creativity, many conversations were dominated by economic uncertainties, societal challenges, and rapid technological change. These issues were also reflected in the trends that defined the Cannes Lions 2026.
Trend No. 1: Cannes defies challenging market conditions
Particularly with regard to German entries, it was clear that the Cannes Lions 2026 was taking place during a time of economic strain. Compared with the previous year, 28 percent fewer projects from Germany were entered for awards. There are several plausible reasons for this. Submitting entries to awards is time-consuming and costly. When budgets are under pressure, expenses like these are often among the first that companies and agencies cut back on.
At the festival itself, however, there was very little sign of such concerns. The stages were packed, side events attracted guests from around the world, and along the Promenade de la Croisette, creatives and brands rubbed shoulders with platforms and tech companies.
Trend No. 2: Impact as a new measure of creativity
Long gone are the days when simply having an original idea could win you awards at Cannes. What’s increasingly important now is how much impact creativity actually has – economically, socially, or culturally.
Many of the award-winning entries were chosen not only for their creative execution, but above all for their demonstrable impact.
The following videos and campaigns were among this year’s Cannes Lions winners.
Supernova Adaptive: TBWA for adidas
The Grand Prix for Innovation was awarded to “Supernova Adaptive” by TBWA in Toronto for adidas. The work highlights how adaptive product development is making sports more accessible to people with Down syndrome.
Vehicle of Hope: Differ Stockholm for Caritas
The Lions Health and United Nations Foundation Grand Prix for Good was presented to “Vehicle of Hope” by Differ Stockholm for Caritas, which takes mobile healthcare services into crisis-stricken areas, helping to deliver hands-on medical assistance.
Comando Con Venezuela – 600K Network: Rainbow Lobster for Comando Con Venezuela
“Comando Con Venezuela – 600K Network” by Rainbow Lobster for Comando Con Venezuela, which established a digital network supporting political mobilization and participation in the democratic process, won the Grand Prix for Good.
Wedding Rice: McCann Greece for Wikifarmer
The Grand Prix for Creative Business Transformation was won by “Wedding Rice” by McCann Greece for Wikifarmer, which has developed a new business model by combining traditional wedding rituals with sustainable agriculture.
The Period Uniform: Serviceplan Group for Somos Martina
The Gold Lion in the Sustainable Development Goals category was awarded to “The Period Uniform” by Serviceplan Group for Somos Martina, which aims to break the taboo surrounding menstruation in schools and make it easier for female students to access education.
The Pub That Refused To Die: Publicis for Heineken
The Grand Prix for Creative Strategy went to “The Pub That Refused To Die” by Publicis for Heineken, which restored a traditional pub to its place as the social hub at the heart of its community.
Paid Sick Leave for Cows: The Partnership Agency Nairobi for Too Good
“Paid Sick Leave for Cows” by The Partnership Agency Nairobi for Too Good was awarded the Grand Prix in the Sustainable Development Goals category. The project’s unconventional approach combines sustainable agricultural practices with animal welfare.
One thing that immediately stands out from this selection is that many of the award-winning projects have gone far beyond traditional advertising. They’re changing products, business models, or even societal conditions – and they’re using marketing to raise awareness of these changes.
The message is clear: Good ideas alone are no longer enough. The campaigns, products, and innovations that drive real change and can demonstrate their success are the ones that win awards.
Trend No. 3: AI remains the leading topic of conversation
Few other topics were discussed as intensely in Cannes as artificial intelligence. Following the AI scandal surrounding last year’s awards, the rules governing submitted work were tightened considerably for the Cannes Lions 2026, making interest in the role AI will play in the creative process going forward all the greater.
The big question now is: How will the interaction between humans and machines develop in the future? Verena Gründel explored this very topic during the festival, asking leading marketing experts: “Would you trust AI to create a Cannes Lions winner?”
The answers couldn’t have been more wide-ranging. While one marketing professional was convinced that AI would soon be developing award-winning campaigns, another insisted that human creativity, cultural understanding, and empathy would continue to be irreplaceable for the foreseeable future. You can find out more about what these contrasting perspectives mean for brands and CMOs in this story.
Cannes sparks new debates every year. However, the answers that really matter emerge when industry professionals exchange ideas, learn from one another, and shape the future together. And that’s precisely what DMEXCO 2026 has in store when it invites the leading figures from marketing, media, and tech to Cologne. Secure your ticket, explore the conference agenda now, and experience the topics raised at Cannes firsthand on the DMEXCO stages.
With a degree in linguistics, she has an in-depth knowledge of successful communication.
After her studies, Eva worked for an online marketing agency and then spent several years in B2B marketing in the food industry.
She has been part of the DMEXCO team since 2019. Her texts mainly focus on the marketing trends of today and tomorrow as well as innovative ways of brand communication.
