For brands
Cannes Lions 2025: Celebration of Creativity and Innovation
A global event for advertising creativity
Created in 1954, modelled after the Cannes Film Festival, the Cannes Lions International Festival of Creativity is recognised as the benchmark for professionals in advertising, marketing, and media. This year, the event gathered more than 12,000 participants from 97 countries, with the participation of 550 agencies and over 350 brands, thereby confirming its central role in the global communication ecosystem.
For this edition, JCDecaux, in collaboration with VIOOH and Displayce, highlighted outdoor advertising (Out-of-Home - OOH) as an essential media in the advertising landscape and the real world, with its theme GET REAL. In the heart of Cannes, JCDecaux welcomed over 500 guests in its "The Avenue" space for four days of enriching exchanges, featuring 13 conferences led by 29 international speakers. This immersive and interactive space established itself as a platform for exchanges, fostering sharing and collective reflection on the importance of OOH in creating human connections and generating attention in public spaces, by combining visibility and creativity.
Alban Duron, Rémi Babinet and Isabelle Schlumberger.
Strong themes for a media in evolution
During these four days of Cannes Lions, The Avenue was the stage for enriching discussions, covering a variety of themes such as creative quality, brand visibility, the integration of social media with digital out-of-home communication (DOOH), and programmatic communication strategies. Experts shared their vision on the future of media, and inspiring sessions highlighted the potential of communication strategies in OOH.
Among these notable presentations, Keka Morelle, Creative Director LATAM at Ogilvy, emphasizes the importance of innovation in Out-of-Home to meet the expectations of today’s consumers. Katell Le Coüeffic, Service Line Leader at IPSOS, discussed the synergies between traditional and digital media, demonstrating how OOH campaigns effectively integrate into multimedia strategies. Finally, Andrew Tindall, SVP Global Partnerships at System1, presented research showing that creative and engaging OOH content can double the commercial impact, thereby enhancing the strategic value of this medium. These presentations enriched the dialogue on the future directions of advertising.
Keka Morelle
Katell Le Coüeffic
Andrew TindallAlban Duron, Marketing Director France at JCDecaux, alongside Paul Boulangé, CEO of Starcom, and Eleanor Thornton Firkin, Head of Creative Excellence UK at Ipsos, presented “OOH Ads: The Empathy Catalyst in a Shifting World,” emphasising the role of OOH (Out-of-Home) as a medium of emotion and connection.
Alban Duron, Paul Boulangé, and Eleanor Thornton Firkin.
With this first edition of The Avenue, JCDecaux and its partners VIOOH and Displayce managed to stand out at the heart of this festival of creativity and make it a unique experience.
The Avenue, Cannes.
