Optimize for Humans, not Algorithms: Cannes Lions Creative Trends 2025

Cannes Lions Creative Trends 2025

HERALBONY, one of Japan’s most talked-about brands, in partnership with Dentsu Inc., is positively reshaping the narrative around disabilities. In a live demonstration at Cannes Lions 2025, we explored how a brand, an agency and the disabled artists they work with can transform negative perceptions and contribute to the growth and prosperity of consumers, businesses and society through creativity.

Luxury for Everyone: Changing Perceptions of Disability | HERALBONY and Dentsu Inc.

Luxury for Everyone: Changing Perceptions of Disability



Heralbony Luxury for Everyone

21 Lions, including 5 Gold, 1 Silver, and 15 Bronze have been awarded to Dentsu Creative and dentsu Japan at Cannes Lions International Festival of Creativity 2025. Teams across the network, and work throughout the breadth of categories, have been recognized for excellence and effectiveness, from strategy to craft, entertainment to innovation, and much more in between, showcasing the very best of what creativity can do for business, community, and society.

21 Lions Awarded to Dentsu Creative and dentsu Japan | Cannes Lions 2025 | Dentsu Creative

21 Lions Awarded at Cannes Lions 2025

Cannes Lions 2025 Winners

SATO 2531 by Dentsu Digital Tokyo has clinched two prestigious Gold Lions at Cannes Lions 2025 for Creative Data and Creative Strategy.

SATO 2531 Wins Two Cannes Gold Lions | Dentsu Digital Japan

Two Gold Lions Awarded to Sato 2531 at Cannes Lions 2025

Sato 2531 Cannes Lions 2025

At his Cannes Lions 2025 Palais session, Gurbaksh Singh, Chief Creative Officer and Chief Innovation Officer, Dentsu Creative India, captivated the audience with a demonstration on building a culture of innovation from the ground up through curiosity and creative tech.

Gurbaksh Singh Cannes Lions 2025 | Dentsu Creative

What Makes Everything Work? Curiosity.

Gurbaksh Singh Unlocking Curiosity Creative Tech

In the “Creatives in Action” Palais session at Cannes Lions International Festival of Creativity 2025, Dentsu Creative Taiwan’s Chief Creative Officer, Alice Chou, shared how both tears and anger have underpinned her creative process and driven her output.  

Alice Chou Cannes Lions 2025 | Dentsu Creative

How Emotion Has Shaped Alice Chou’s Creativity

Alice Chou From Heartache to Humanity

Dentsu Creative New York strikes Cannes Lions Gold - twice - with Nutter Butter in the PR and Social & Creator categories, honoring the "Nutter Butter, You Good?" campaign for craft in strategic and creative communication, creative social thinking and strategic influencer marketing solutions.

Nutter Butter Win Two Gold Cannes Lions | Dentsu Creative

Nutter Butter, You Good? Yes. Two Gold Lions 

Nutter Butter Cannes Lions 2025

Renowned Japanese whisky brand Nikka Whisky has clinched a prestigious Industry Craft Gold Lion at Cannes Lions 2025, marking a significant milestone in the brand’s global creative journey.

Nikka Whisky No Labels Cannes Lions Gold | Dentsu Inc. Japan

Nikka Whisky Wins Industry Craft Gold at Cannes Lions 2025

Nikka Whisky No Labels Cannes Lions Gold 2025

Cannes Lions celebrate creative excellence and effectiveness in every sector and discipline of the industry – and from every corner of the globe. Judging is underway and the Shortlists have begun to be announced. See the Dentsu Creative work as it's shortlisted day by day. 

Dentsu Creative Cannes Lions Shortlist 2025

Cannes Lions 2025 Shortlists As They're Announced

Cannes Lions Shortlist 2025

Dentsu Wins 1 Yellow and 16 Wood Pencils at D&AD 2025

D&AD Awards 2025

OREO kicked off the year with a remix like no other, teaming up with global superstar Post Malone to introduce a first-of-its-kind cookie. Enter the Limited-Edition Post Malone OREO, a bold fusion of salted caramel and shortbread-flavored cremes sandwiched between chocolate and golden cookies.

Dentsu Creative Unlocks the Creative Twist in OREO x Post Malone

Teams from Dentsu Creative in the US, India, Portugal, Amsterdam, and dentsu Japan have taken home five Golds, three Silvers and four Bronze One Show Pencils in the 2025 One Show Awards.

One Show Winners 2025 | Dentsu Creative and dentsu Japan

Dentsu Creative and Dentsu Japan Win 14 Pencils at One Show 2025

One Show 2025

Dentsu Creative US has been honored with two major wins at the 2025 Ad Age A-List & Creativity Awards — a celebration of the industry’s most groundbreaking and culturally resonant work.

Dentsu Creative takes home two wins at the 2025 Ad Age A-List & Creativity Awards

DENTSU CREATIVE TAKES HOME TWO WINS AT THE 2025 AD AGE A-LIST & CREATIVITY AWARDS

Dentsu Creative and dentsu Japan win 12 CLIO Awards, for work that represents the best in marketing campaigns and creative communications in 2025, including four Gold, four Silver and four Bronze trophies. 

CLIO Awards 2025 | Dentsu Creative and dentsu Japan

Dentsu and Dentsu Creative Awarded 12 CLIOS

CLIO Awards 2025

Dentsu Creative and dentsu Japan win 26 Spikes Asia Awards, setting the benchmark for creative excellence in marketing communications in the Asia-Pacific region, including two Grand Prix and one Glass Award for Creative Change. 

Spikes Asia 2025 | Dentsu Creative

Dentsu Creative and dentsu Japan Win 26 Spikes Asia Awards

Spikes Asia 2025

Dentsu Creative's Caitlin Ryan and Jason Oke in conversation at Adobe Max London

Four key creative mindset approaches to empower the creative community with to make the most of AI tools from Caitlin Ryan, Creative Partner, Dentsu Creative UK, in conversation with Jason Oke, Dentsu's Integrated Client Lead for Adobe, at Adobe Max London.

Creative Mindset for AI Tools | Dentsu Creative at Adobe Max London

How to Develop a Creative Mindset to Get the Best Out of AI Tools

Creative Mindset AI Adobe Max London 2025

Dentsu Creative win eight awards for six clients in the US, Canada and Amsterdam, including two People's Voice Awards, at The Webby Awards 2025.

Webby Awards 2025 Winners | Dentsu Creative

Dentsu Creative Win Eight Awards at 2025 Webbys

Dentsu Creative Webby Wins 2025

Cannes Lions has revealed the line-up of global experts selected to award the world's best creative and effective work at the International Festival of Creativity from 16 to 20 June 2025, with 12 leaders from Dentsu Creative and dentsu selected, including two Jury Presidents.

Cannes Lions 2025 Appoints Dentsu Creative and dentsu Jurors 

Dentsu Creative and dentsu Leaders to Judge Cannes Lions 2025

Cannes Lions 2025 Jurors Announced

At ADFEST 2025, dentsu hosted the Young Lotus Workshop, a three-day in-person program of talks, mentoring, and workshops, culminating in a live 24-hour brief, designed to nurture the future of the Asian creative industry.

Dentsu Young Lotus Workshop 2025

Creativity++ at Dentsu Young Lotus Workshop

dentsu Young Lotus Workshop 2025

dentsu team accepting Network of the Year award at ADFEST 2025 in Thailand

For the fourth year running, and 9 years in total, dentsu wins ADFEST Network of the Year with 43 Lotus awards, including 16 for Dentsu Creative. Dentsu Inc., Tokyo secures both Agency of the Year and East Asia Agency of the Year. Young Lotus winners are also announced.

ADFEST Network of the Year 2025 | dentsu

Dentsu Wins ADFEST 2025 Network of the Year

Dentsu Creative ADFEST 2025

Dentsu Creative US Named Agency Standout AdAge A-List & Creativity Awards

Dentsu Creative U.S. has been named an Agency Standout on Ad Age’s 2025 Agency A-List for the second year in a row, recognizing its ability to drive clients’ brands and businesses forward with transformative creativity.

Dentsu Creative named Agency Standout on Ad Age’s 2025 A-List

Most NFL fans experience heartbreak by Super Bowl Sunday, with only two teams making it to the Big Game. To ease the sting of defeat, Dentsu Creative helped 7-Eleven turn their BOGO pizza deal on the 7NOW App into a free ‘Emotional Support Pizza’—giving losing fans a little something to cheer about.

Embracing the Losers: How Dentsu Creative, dentsu X, and Tag Made Everyone a Winner During Football Playoffs

Two women listening to music together on a bus

Dentsu Creative Italy premiered no fewer than three prime-time ad spots during Festival di Sanremo 2025 for long-standing clients Spotify and Veralab, and first-time client Pavesini, with the dentsu network representing 12 clients at the festival overall.

Dentsu Creative Italy Premier Three Campaigns at Festival di Sanremo 2025

Three Dentsu Creative Campaigns Premier at Italy's Biggest Ad Showcase

Dentsu Creative Italy Sanremo 2025

Group photo of Dentsu Creative leaders meeting in Singapore for Dentsu Creative Council

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Leaders from across the Dentsu Creative network meet in Singapore to push the boundaries for transformative creativity while mentoring 12 emerging talents from APAC who are participating in dentsu’s Young Innovators Workshop.

Dentsu Creative Council Gather alongside dentsu's Young Innovators Workshop in Singapore

2024 DENTSU Z 趋势报告
《折中一代：Z世代半推半就的人生》

dentsu Young Innovators Workshop Singapore

Dentsu Creative UK leadership team group photo people smiling against studio backdrop

Dentsu Creative UK announces its new creative and strategic leadership. Spearheaded by CEO Jessica Tamsedge, these appointments represent a bold and collaborative vision for the agency, to deliver transformative creativity and build brands for what's next.

Dentsu Creative UK Leadership Team

Dentsu Creative UK Announce New Powerhouse Leadership Team

UK Leadership team

Patricia McDonald and Naoki Tanaka Cannes Lions 2025 Jury Presidents

Cannes Lions appoints Dentsu Creative Global Chief Strategy Officer, Patricia McDonald, to the role of Creative Strategy Jury President, and Dentsu Lab Global Chief Creative Officer, Naoki Tanaka, as Jury President for Digital Craft at the 2025 Festival of Creativity.

Dentsu Creative, dentsu, and Dentsu Lab Among Cannes Lions 2025 Jury Presidents

Patricia McDonald and Naoki Tanaka Selected as Cannes Lions Jury Presidents

Cannes Lions Jury Presidents 2025

Happy Holidays 2024 | Dentsu Creative

Happy Holidays from Dentsu Creative

Happy Holidays 2024

Dentsu Creative Amsterdam win Grand Effie for KPN's A Piece of Me campaign at Effie Europe 2024.

Grand Effie 2024 Awarded to Dentsu Creative Amsterdam

Dentsu Creative Amsterdam win Grand Effie 2024

Dentsu Creative KPN Grand Effie 2024

Pats McDonald presenting at Most Contagious 2024

Dentsu Creative Chief Strategy Officer previews five key trends for brands and marketers at London advertising industry conference Most Contagious 2024.

Creative Trends Previewed at Most Contagious | Dentsu Creative

Five Emerging Consumer and Culture Trends Previewed at Most Contagious

Five Key Trends Previewed at Most Contagious London 2024

Cristiano Ronaldo pointing giving the thumbs up sign

Dentsu Creative Iberia made history with the launch of Cristiano Ronaldo’s YouTube channel, URCristiano, the most successful YouTube channel launch to date. Leading full creative and strategic execution, see how the channel gained 64 million subscribers and 500 million views in its first month.

CR7 Cristiano Ronaldo YouTube Channel Insights | Dentsu Creative

URCristiano: Behind the Work

URCristiano Behind the Work

Abi Evans, Chief Growth Officer, Dentsu Creative US

Abi Evans, Chief Growth Officer of Dentsu Creative U.S., has been selected as an ADWEEK 50 winner. 

Dentsu Creative US: Abi Evans Selected as ADWEEK 50 Winner 

Cristiano Ronaldo pointing at the letters U R

Dentsu Creative Iberia, in partnership with CR7 Media, delivers the most successful YouTube channel launch of all time, seeing Cristiano Ronaldo’s ‘URCristiano’ set a new Guinness World Record.

CR7 Media | URCristiano YouTube Channel | Dentsu Creative

URCristiano: The Most Successful YouTube Launch in History

CR7 URCristiano YouTube Channel Launch

Dentsu Creative judges and mentees LIA awards 2024

Dentsu Creative senior leadership and rising creative talent to share their insights and perspectives on creative excellence, innovation and trends from LIA Awards judging.

Creative Insights, Innovations and Trends from LIA Awards Judging

From the LIA Jury Room: Perspectives on Excellence, Innovation and Trends

LIA Judging Perspectives Insights

Said Gil CEO of Dentsu Creative Mexico on white backdrop

Said Gil, CEO of Dentsu Creative Mexico, has been named one of Ad Age’s 2024 40 Under 40 honorees, a prestigious recognition that highlights trailblazers in the marketing and media industries.

Dentsu Creative Mexico's Makes Ad Age 40 Under 40 List

Dentsu Creative Mexico's Said Gil Makes Ad Age 40 Under 40 List

Adobe, the global leader in personalized digital experiences, announced that Dentsu Creative has been selected as lead global scaled creative and content agency for its Digital Media Business.

Adobe Awards Global Scaled Creative & Content To Dentsu Creative

Adobe Awards Global Scaled Creative & Content To 
Dentsu Creative

Adobe Awards Global Scaled Creative & Content To Dentsu Creative 

Dentsu Creative Global Brand President Abbey Klaassen presenting at Maximidia 2024 Brazil

Dentsu Creative Global Brand President Abbey Klaassen presents key marketing and creative trends from the 2024 Global CMO Report at Maximidia Brazil for brands, advertisers, and marketers.

Brand building through community and culture from Dentsu Creative's Abbey Klaassen

From Commanding Attention to Creating Culture: Insights for Brand Building Today 

abbey klaassen brands culture

At the EFK International Forum in Madrid, Patricia McDonald, Global Chief Strategy Officer, presented findings from the Dentsu Creative 2024 CMO Report. 

Patricia McDonald Unpacks the Dentsu Creative 2024 CMO Report

Patricia McDonald Unpacks the Dentsu Creative 2024 CMO Report at the EFK International Forum

Dentsu Creative Taiwan's Chief Creative Officer, Alice Chou, discusses her journey as a creative leader, and the evolution of Taiwan's advertising landscape, following a recognition as Agency of the Year by Adm News.

Dentsu Creative Taiwan CCO Alice Chou's journey as a creative leader

Dentsu Creative Taiwan CCO Alice Chou on Her Journey as a Creative Leader

Dentsu Creative Mexico has received top billing in the advertising and marketing category of Fast Company’s Best Workplaces for Innovators 2024, in recognition of its commitment to encouraging and developing innovation at all levels. 



Fast Company Names Dentsu Creative Mexico as the ‘Best Workplace for Innovators’

Dentsu Creative US has announced Ryan Paulson will join the agency as Chief Creative Officer in New York and Vince Lim will join as Chief Creative Partner. 



Dentsu Creative US Welcomes New Creative Leaders

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Find out how to unlock Transformative Creativity and drive growth. For Dentsu Creative’s CMO survey 2024, we spoke with over 950 CMOs from 14 markets to get their perspective on creativity, social, purpose, culture, AI, innovation, and experience.

DENTSU CREATIVE 2024 CMO REPORT

电通创意2024首席营销官报告

Dentsu Creative CMO Survey 2024

After our Amsterdam team — and client KPN — scooped a Grand Prix in the Creative Strategy category, we caught up with the client and the creative team to unpack the winning work.

Dentsu Creative Amsterdam & KPN Discuss Cannes Lion Winning "A Piece of Me"

Dentsu Creative Amsterdam and KPN Discuss Cannes Lion Winning "A Piece of Me"

Dentsu Creative Amsterdam and KPN Discuss Cannes Lion Winning "Piece of Me"

Row of green circles in triangle shape repeating across green background

Download the 2025 Dentsu Creative Trends Report with key global trends shaping branding, consumer behavior, and culture and stay ahead with our insights.

Creative Trends Report 2025 | Culture, Branding, Consumer Behavior | Dentsu Creative

电通创意2023首席营销官报告（CMO Report）：正式发布

Dentsu Creative Trends 2025

After our Dentsu Creative China scooped a Bronze Cannes Lions with Jian Ai, we asked our China CCO, Chris Chen, and the creative team, about the impact of this well-deserved win.

Dentsu Creative China CCO Discusses Cannes Lion Winning “Lost In Time”

Dentsu CCO Yasu Sasaki Dentsu Creative Logo LIA Logo

Underscoring Dentsu Creative’s commitment to nurturing the next generation of talent, the global creative network is set to sponsor a lunch during the 2024 Creative LIAisons program in Las Vegas.

Dentsu Creative named as a lunch sponsor for the 2024 Creative LIAisons program

Dentsu Creative Sponsors 2024 Creative LIAisons Program

Dentsu Creative Canada celebrates a significant victory, winning two Gold Lions for outstanding creativity and innovation at this year's award

Dentsu Creative Canada Triumphs with Two Gold Lions

Dentsu Creative Canada takes home two gold lions

DENTSU CREATIVE CANADA TAKES HOME TWO GOLD LIONS

To help navigate a busy week at Cannes Lions 2024, we’ve pulled together this overview of what Dentsu Creative got up to this year.

Dentsu Creative at Cannes Lions 2024

Dentsu Creative Amsterdam and Dutch telecom giant KPN have won the Cannes Lions 2024 ‘Creative Strategy’ Grand Prix for their campaign ‘A Piece of Me’.

Dentsu Creative Amsterdam x KPN win Grand Prix

Dentsu Creative Amsterdam and KPN Awarded Creative Strategy Grand Prix

Dentsu Creative Amsterdam And Kpn Awarded Creative Strategy Grand Prix

Cannes Lions 2024 is awash with high tech innovations and discussions around the power of AI. In a refreshing session at the Palais, Dentsu Creative Italy CCO and professional photographer, Riccardo Fregoso took to the stage encourage the creative audience to rediscover a pure artistic attitude: lo-fi.

Dentsu Creative Italy CCO goes against the grain in Cannes ‘Lo-Fi’ keynote

What will the future look like? Chris Chen, Dentsu Creative China CCO shared his view on the industry 18 months from now at Cannes Lions 2024.

Dentsu Creative China CCO gives insight into our Gen Z Future

Kicking off Cannes Lions 2024 dentsu President & Global CEO, Hiroshi Igarashi and Global Chief Creative Officer, Yasuharu Sasaki took to the Dubussy theatre to showcase dentsu’s innovation key principles, work and history, and announced its innovation future in the expansion of Dentsu Lab globally from Dentsu Lab Tokyo.  

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