From the metaverse to brand purpose, winning brands at this year’s Cannes Lions festival shone and took a stand. Here are the creative themes we observed from the winning ads.

After a three-year hiatus, adland descended on Cannes with great expectations, hungry for inspiration and community. The world around us has changed considerably since the last time the Festival happened face to face. A global pandemic, climate change, a war and the cost-of-living crisis have left indelible marks on the ways people and societies operate. This has shaped what people expect from brands and challenged brands to find new and better ways of doing things.

So, what have we learned from this year’s Cannes winners?