Key takeaways
Cannes Lions 2025 isn’t just about agencies and award shows anymore. Influencers are showing up with content, culture, and creativity. Here’s how brands are tapping into the evolution.
When Influencers Become Creators of Opportunity
Cannes Lions has evolved. What used to be all about agency entries and trophies is now a stage for influencers to lead activations, co-create campaigns, and show up with their audiences. Brands are leaning into this shift with new tools and tactics that make real-time collaboration possible.
At the heart of the change is YouTube’s Open Call, announced at Cannes Lions 2025. This feature lets brands post campaign briefs in YouTube BrandConnect, and influencers respond with ideas. Then brands review and promote selected creator content as partnership ads. It’s a game changer for influencer scale and authenticity.
Let’s make sure your brand stands out at events like Cannes. Post your gig on Jem Social now and we’ll match you with influencers who can bring your campaign to life.
YouTube’s Open Call
YouTube’s Open Call tool is built for scale. At Cannes Lions, it gave brands access to influencers of all sizes, allowing them to pitch video concepts based on briefs. Once content was accepted, brands could run them as partnership ads. It caters to both micro and larger influencers, which helps with reach and relevance.
Because brands got to see pitches before investing heavily, the content produced felt aligned with each influencer’s style. That authenticity translated into stronger engagement—more comments, shares, and watch time. It’s proof that giving influencers agency in campaigns pays off in trust and visibility.
Publicis’ “Unknown Lion” Campaign
Publicis Groupe’s “Unknown Lion” activation showed how creator networks and data tools can generate huge reach with influencer strategies. Powered by Influential and Captiv8, boosted by Epsilon, it launched June 2025. The goal was to spark buzz using wildlife influencer @ShandorLarenty and @Pubity, then expand through influencer content and a “Lion Tracker” at Influential Beach.
As the campaign rolled out, its visibility outpaced many traditional activations. Millions of impressions came from influencers leading the storytelling instead of scripted ads. Because the content came from people who could shape narratives, it felt organic and kept attention long after the event ended.
How Brands Can Win with Cannes-Style Campaigns
You don’t need a Cannes entry budget to benefit from what Cannes Lions showcase. Brands can win by:
- Planning ahead and noticing when tools like Open Call or “Unknown Lion” style activations launch.
- Partnering with influencers whose style and values feel natural with your brand.
- Allowing influencers room to tell stories their way, it delivers more authentic engagement.
You don’t need a Cannes-level budget to run a Cannes-level strategy. Book your influencers on Jem Social today and we’ll help you make the next campaign unforgettable.