by Kai Cui
A few weeks ago, Cannes Lions 2025 revealed this year’s winners based on a total of 26,900 submissions of works from 96 markets, which is a record high. Here at AVC, we identified 4 major trends that redefine the boundaries for brand communication and cultural expression, which are important to multicultural audiences or marketing.
Cultural Authenticity Wins
Throughout this Oscars of advertising and creative communications, one trend stood out: authentic cultural storytelling now matters more than surface-level diversity.
For years, diversity and inclusion have dominated brand messaging. But many campaigns stopped at token representation—different faces, without deeper meaning. This year, judges and audiences shifted their focus toward work that’s rooted in real cultural experience. The message? Don’t just show diversity—tell stories that feel true.
Tracking Bad Bunny – A Cultural Statement, Not Just a Music Release
Source: LLLLITL www.youtube.com/@LLLLITL
DDB Latina’s Grand Prix-winning campaign for Rimas Music turned Puerto Rican artist Bad Bunny’s album drop into a national moment for “The Island of Enchantment”. It wasn’t just about music; it was a bold, dignified response to a discriminatory remark against Puerto Ricans. By celebrating local pride, identity, and community, the campaign redefined what a global release could look and feel like.
The Lucky Yatra– Turning Trains into Hope
Source: LLLLITL www.youtube.com/@LLLLITL
FCB Mumbai’s campaign for Indian Railways tackled a mundane problem: train ticket evasion. Their solution? Lean into India’s deeply rooted belief in luck. Every ticket became a potential lottery win, transforming the user experience and aligning perfectly with local culture. This wasn’t diversity—it was emotional design powered by insight.
Balikbayan Magic – Everyday Identity Over Symbolism
Source: Coca-Cola Canada www.youtube.com/@openhappiness
When it comes to cultural expression, how could Canada be absent? VML Toronto’s silver-winning outdoor campaign for Coca-Cola honoured Filipino culture by spotlighting the Balikbayan tradition—overseas Filipinos returning home with gifts. Instead of grand messaging, the campaign captured simple, intimate moments of cultural pride and connection. It resonated because it was real.
Thus, the most powerful creative work today doesn’t rely on inclusive optics—it taps into emotional truth. Emotional detail beats broad slogans. Real stories beat symbolic checkboxes. As brands seek relevance across cultures, the lesson is clear: Don’t just include cultures. Reflect them with respect, specificity, and heart.
Global South Rising: The New Creative Powerhouse
It is also confirmed what many in the industry have sensed for years: The Global South is no longer a rising voice—it’s a driving force in global creativity. More Grand Prix winners and high-ranking entries came from Latin America, Africa, and Asia-Pacific than ever before as they redefined what breakthrough creativity looks like on the world stage.
One Second Ad – Third World Lead with Audio
Source: Storyboard18 www.youtube.com/@storyboard18
São Paulo-based Africa Creative DDB’s One Second Ad for Budweiser took home the Grand Prix in Audio. Using just one second of iconic song intros, the campaign challenged audiences on social media to “guess the tune”—a culturally sharp, audio-first execution that turned global fandom into participatory content. It was bold, fresh, and universally engaging.
Make Love Last –Subtle Intimacy from Shanghai
Source: INSIDER LATAM www.youtube.com/@insiderlatam3920
In the Pharma Lions, Ogilvy Shanghai won the Grand Prix with Make Love Last, a beautifully crafted Viagra campaign that used long-exposure photography to depict emotional intimacy without saying a word. It was a poetic response to medical regulation—proof that Chinese storytelling can be both restrained and powerfully human.
With Latin America seeing a 16% growth in entries, and Asia–Pacific winning 8 Grand Prix and over 100 Lions, this isn’t a blip—it’s a tectonic shift. Campaigns from the Global South aren’t just “representing culture”—they’re driven by it. As Cannes showed us, the future of creativity will be shaped by those who don’t just translate their stories for global audiences—they lead with them.
Creator-Led Storytelling Is the New Cultural Currency
At Cannes Lions 2025, another trend became undeniable: the most resonant brand stories aren’t told by brands—they’re told by creators. In the Social & Influencer category, entries led by creators grew significantly, with 18% coming from a newly introduced creator-first subcategory.
And nothing demonstrated this better than Vaseline Verified by Ogilvy Singapore for Unilever, which won the Grand Prix in the Social & Influencer Lions.
Source: LLLLITL www.youtube.com/@LLLLITL
Faced with a wave of social media “Vaseline hacks”—DIY beauty uses often based on misinformation—Unilever didn’t respond with a top-down lecture. Instead, it partnered with trusted creators to run science-based experiments and debunk myths directly within their communities.
The result? An engaging, credible, and creator-led narrative that didn’t feel like brand preaching, but like community problem-solving. Vaseline Verified did more than clear up product myths—it redefined brand credibility in the age of TikTok and creator culture. When creators lead, truth spreads faster and trust feels real.
In today’s attention economy, authenticity is cultural currency. Creators aren’t just amplifiers—they’re storytellers. And smart brands know when to step back and let them lead.
Data + Emotion = Inclusion Done Right
Last but not least, “quantifying” cultural pain points and then using creative techniques to “reconcile emotions” has become the common path for many award-winning works this year.
Source: The Hackvertising Network www.youtube.com/@LLLLITL
Efficient Way to Pay by DM9 São Paulo for Consul Appliances won the Creative Data Grand Prix—not just for smart use of data, but for showing how empathy turns numbers into impact.
In Brazil, over 65% of low-income households still use appliances over 25 years old—costing them up to 160% more on energy bills. The insight? Energy efficiency wasn’t a choice; it was a financial barrier. Consul Appliances’ creative solution: let families pay for new, energy-saving appliances using the money they saved on electricity.
This campaign set a new benchmark for how data can drive real-world inclusion. By making savings visible, actionable, and emotionally resonant, the campaign turned a sustainability problem into a social innovation.
This wasn’t just a new financing model—it was a new way of thinking about equity, empathy, and empowerment. When brands use data to listen and emotion to connect, inclusion becomes more than a message—it becomes a solution.
In summary, Cannes Lions 2025 taught us that the creative industry is shifting from “surface-level innovation” to “deep connection”: connecting with authentic cultural roots, amplifying voices from more places, partnering with trusted storytellers within communities, and using data smartly. Looking ahead, the most powerful creativity might not try to target everyone. If you need a creative that moves the soul of a specific group, AVC is here to support you; just talk to us!