He International Creativity Festival Cannes Lions It has announced the data related to the inscriptions for this 72 edition that starts today June 16. In total, 26,900 works from 96 different markets have been presented.
“When something does not grow it means that it is going down” It is a usual phrase that we listen to in the presentations of data and market studies. With that starting point, loaded with nuances, in the case of registration to Cannes Lions there is a consolidation around 27,000 participating works.
The thermometer that Cannes Lions supposes about the advertising industry can be interpreted from different angles. The graph in Fixa Photo Reflects A 33% decrease in the last 10 years.
Keep in mind that it is not campaigns, if not registration, it is important to note that the same campaign may be registered in several categories (paying its corresponding quota) according to its author requests to be judged.
In this sense, The year 2018 was a turning point for the number of registration of the festival. The organization made the decision not to allow the same campaign to be registered in more than 6 different categories, a standard that remains in force today.
In addition, in 2017-2018, the Publicis Group decided not to participate in any international awards ceremony, which significantly reduced the number of registration of that year.
Interestingly, despite the return of the publicis group years later, the entrance by registration at the festival continued in fall and, although it has not exceeded the figure of the 30,000 cases, the trend suggests a stabilization in the threshold of the 27,000
Spain
As for Registration of Spainthe evolution of our country has followed a trend similar to the festival general, having been 2016 the year with more volume of works participating in the last decade. The figure has consolidated around 700 inscriptions for three years. With a total of 754 inscriptions of Spain this year, we place ourselves as the 8th country by volume of cases participating in the world ranking.
Registration in Cannes Lions by categories
The analysis by categories does provide us with information with strategic application to the advertising industry. Its evolution and position shows health and market preferences.
From the organization they wanted to highlight in a statement the promotion of the Design category as a reflection of the strategic impact of the design as a tool for the transformation of brands and society.
In the editorial team of Reason.WHY We consider the first position in the category relevant Brand Experience For the third consecutive year, surpassing the most relevant categories of the festival traditionally, such as external, medium and film.
Exterior is maintained, while film is still in free fall
It is interesting to observe the evolution of these two categories, whose consumption reaches high penetrations in society. Thus, inscriptions in Filmconsidered “queen category” for years, 247 inscriptions are left, which represents a fall of -13% between 2025 and 2024 and that increases the unquestionable trend of -47% in the last decade.
Abroadwhich was one of the categories most punished by the changes mentioned above, despite the slight fall of -3% in this edition seems to maintain its status operating on the threshold of the 2,000 inscriptions for several years.
The members of the different jurors have gathered in Cannes to judge and reward the creativity presented. The winners will be announced in the awards deliveries that will take place every night during the Festival, from June 16 to 20, 2025.
