Demonstrating an increased commitment to diversity and accessibility, the Festival announced a doubling of funding for its Equity, Representation, and Accessibility (ERA) Pass program, now providing €2 million worth of complimentary passes to underrepresented talent and underserved communities.
According to Frank Starling, Chief DEI Officer at LIONS, this expansion is vital to ensure Cannes Lions remains an inclusive platform for the creative communications industry. “The ERA pass plays an important role in fostering a global representation of talent at Cannes Lions, and to date, our funded opportunities have reached creatives in 46 countries globally. With the Festival being a destination for everyone in the business of creativity, we recognize the importance of creating equitable access to it,” said Starling.
This year, the Festival will particularly emphasize representation from the Global South, supporting a broader range of voices and perspectives at Cannes Lions. Applications for the ERA pass are currently open, with submissions closing on December 5, 2025.
As submissions for the Cannes Lions Awards open on January 16, 2025, the Festival has announced updates to several award categories to keep pace with industry shifts. The Glass: The Lion for Change, which marks its 10th anniversary, will expand its scope this year to reflect the intersectionality of gender representation with issues like race, disability, and social inequity.
Marian Brannelly, Global Director of Awards at LIONS, explained, “Gender representation remains essential, but evolving the Lion allows us to recognize work that celebrates broader inclusivity and authentic representation across multiple communities.”
Additionally, the Social & Influencer Lions will be renamed the Social & Creator Lions, acknowledging the increasingly central role of content creators in brand communications. Recent estimates by Research Nester forecast the creator economy market to exceed $600 billion by 2036. New categories will specifically highlight creators’ work with brands, with the LIONS Creators learning experience returning to help creators hone sustainable business practices within this growing market.
In response to industry demand, the Festival will also introduce a sub-category dedicated to long-term brand platforms. This addition will recognize campaigns that drive measurable business results and foster brand loyalty through sustained creative communication efforts.
To further enhance global representation, Cannes Lions 2025 will debut Country Pavilions, a space for countries to showcase their creative economies to a global audience. This initiative will provide nations the opportunity to spotlight local creative talent, stimulate cross-country networking, and promote economic growth. A dedicated content stage will feature global perspectives and showcase creativity as a powerful economic driver. “With the global creative economy expected to represent 10% of global GDP by 2030, we believe countries have a unique opportunity to showcase their creative assets and supercharge growth,” stated Thea Skelton, VP of Festivals at LIONS.
As a proud media partner of the Cannes Lions for more than 25 years, AdForum will once again be on the Croisette to cover the event in 2025, celebrating creativity alongside industry leaders and emerging talents.
