This year, our team returned from the Croisette with full notebooks, full hearts, and two Silver Lions for Moments, our film created together with Volvo Cars, awarded in Film and Craft.
But while awards are worth celebrating, the real value lies in the insights we’ll take forward. Here's our wrap-up of the most important takeaways from Cannes Lions 2025, from creative direction and cultural shifts to AI’s evolving role in the industry.
1. Craft still matters – and it's being recognized
Moments, our Cannes-winning collaboration with Volvo Cars, was described by the jury as emotional, beautiful, and nostalgic.
Created with New Land, directed by Marcus Ibanez, and featuring cinematography by Hoyte van Hoytema, the film was praised not just for concept, but for its execution.
“This is proof that our model works – and that putting craft at the centre pays off.”
– Oscar Plasidius, Creative Director, Stendahls
In a year where AI and automation were everywhere, our takeaway is clear: real craft still stands out.
2. Culture and AI are shaping each other
In a standout talk by Accenture Song, one quote stayed with us:
"AI will shape culture. Culture will shape AI."
This wasn’t just another tech session. It was a smart reminder that human intention, creativity, and cultural context are still the starting points, no matter how powerful the tools become.
AI will continue to enhance ideation, production, and performance – but the strongest campaigns at Cannes showed one thing clearly: emotional relevance still comes from people.
3. Real-life icons inspire real-life action
Talks by Serena Williams and Billie Jean King were among the week’s most powerful moments. Both legends spoke not only about their careers but also about using their platforms for broader change, in sport, gender equality, and leadership.
For us, it was a reminder that brands, too, have power to shape conversation. It’s not always about saying more, it’s about saying something that matters.
4. Global storytelling, local feeling
From high-polish automotive films to TikTok-native snack brands, Cannes 2025 showed a renewed focus on emotional storytelling that resonates globally, but feels local.
This aligns closely with how we work across Europe through the iO network – collaborating across borders, but always rooted in real, human insight.
5. Creativity is embracing imperfection, and that’s a good thing
A clear theme across many of this year’s standout talks and campaigns was letting go of polished perfection in favor of realness, relevance, and resonance.
From Amelia Dimoldenberg’s brilliantly awkward humor to brands leaning into lo-fi content and raw formats, there’s a shift happening: audiences want less flawless, more honest.
This doesn’t mean quality is dead, but it does mean relatability is winning. The most talked-about work at Cannes this year was confident, culturally aware, and refreshingly human. It reflected not just who people are, but how they actually experience the world.
Want more? Let’s keep talking.
We’re not done yet. In August, we’re hosting a Stendahls Talk – Cannes edition, where we’ll go behind the scenes of Moments, break down key trends, and talk about what it all means for brands right now.
Don’t miss it – sign up for the invite →
In the meantime:
Listen to Karin Rödlix’s Cannes interview on Marketing Report Radio →
Read about Moments in Resumé’s feature article →
Published 23. June 2025