The Cannes Lions International Festival of Creativity has received a record 26,753 submissions for the 2024 Awards, reflecting the broad spectrum of creative marketing trends. Categories experiencing notable growth include Creative Effectiveness, Creative Business Transformation, Creative Commerce, and Creative Strategy.
The number of brand submissions has increased by 6%, while media owners’ entries have surged by 31%, indicating heightened investment in creativity across the board. The Social & Influencer and Innovation Lions categories have also seen substantial growth, highlighting the evolving nature of brand communication and consumer engagement.
Simon Cook, CEO of LIONS, remarked, “This year’s entries showcase the commitment to creativity as a growth driver. We’re witnessing interesting shifts across the global landscape, with diverse companies investing significantly in creative solutions to business challenges.”
The new Use of Humour category, introduced this year, reflects a shift towards more entertaining and engaging commercial work. This category, which spans 13 Lions, comprises 5% of all entries within those Lions.
The growth in the Social & Influencer Lions category, with entries up by 21%, underscores the crucial role of content creators in modern advertising. Marian Brannelly, Global Director of Awards at LIONS, highlighted the expanding influence of social media and digital platforms in shaping brand messages, supported by WARC’s projection of global social spend reaching $247.3 billion in 2024.
Additionally, changing consumer habits and the integration of AI in advertising are influencing these trends. AI is being used to create personalized and engaging content, allowing brands to connect more effectively with their audiences. This technological advancement is driving growth in categories such as the Innovation Lions, which saw a remarkable 52% increase in entries.
The Festival will announce the winners of the Lions at Award Shows held each evening from June 17-21, 2024.
