Gloss without content

Another debate about Cannes? Yes, unfortunately. Because what was once considered a stage for creative excellence looks more like an award-winning sham giant than ever in 2025. Golden Lions for campaigns that never existed. Grands Prix for case films that are more fantasy than reality. And agencies that use AI-generated content to tell stories that never happened - the main thing is that they sparkle on the big screen.

What Cannes is currently delivering is less creative benchmark than advertising industry cabaret. The question is not whether awards shows are allowed to entertain. Of course they can. But if fake numbers, manipulated images and questionable coverage lead to trophies, then another question arises: what do these awards stand for at all? Because Cannes is not just any festival. It sets standards, shapes careers, forms the self-image of entire agencies. If the standard "as long as it's well staged" triumphs over "actually happened", then this becomes a problem. Not only for the credibility of the award - but for the entire industry.

The bitter part: While brands laboriously fight for trust, while they show or lose attitude, the creative elite celebrate their best fakes. And are now discussing whether AI content should be declared in future. From 2026, seriously? There are perhaps only two ways to preserve the relevance of creativity: either we celebrate real impact - or we accept Cannes as a well-lit play with a weak story. What do you think?

Here is the link: https://www.adweek.com/creativity/the-cannes-lions-2025-controversies-casting-a-shadow-over-big-awards/