This year’s Cannes Lions showcased a global creative shift, where purpose wasn’t a separate category but the baseline. Campaigns that stood out weren’t just emotionally resonant, they drove policy change and called for behavioural shifts. Josy Paul, chairman & CCO, BBDO India and jury president at Cannes Lions 2025, spoke to Geetika Srivastava about how empathy-led AI and intersectional narratives are shaping up advertising. Excerpts:
As jury president, what stood out to you about the global creative landscape in 2025?
The work that rose to the top wasn’t just emotionally resonant; it was accountable. Some campaigns demonstrated real outcomes: policy change, behavioural shifts, tangible improvements in people’s lives. That level of impact, backed by credible data, made a huge impression on the jury. There was a strong focus on SDGs (sustainable development goals); there was also a noticeable shift toward community-led storytelling.
What stood out was the intersectionality — many campaigns tackled more than one SDG, showing how interconnected these issues truly are, and how meaningful impact often lies at their crossroads.
We also saw a rise in co-authored narratives, where brands stepped back and let marginalised voices lead. Authenticity wasn’t just a buzzword; it was a filter. Work that felt opportunistic didn’t go far. The strongest entries demonstrated humility and partnership.
Was there a noticeable shift in how juries are evaluating purpose-driven work?
We’re at a point where purpose isn’t a category, it’s a creative standard. The best work embedded social impact from the start, not as an afterthought. That integration will only deepen, especially as more brands realise that doing good and doing well are no longer mutually exclusive.
At Cannes Lions 2025, three purpose-driven campaigns stood out for their long-term impact — Dove’s Real Beauty by Ogilvy Worldwide, Ariel’s #ShareTheLoad (10 years) by BBDO India, and Bodyform/Libresse’s Long Term campaign by AMV BBDO London. That’s purpose with performance. That’s also purpose with persistence.
Over the past decade, we’ve seen how powerful storytelling can challenge norms, shift mindsets, and inspire meaningful change. But there’s a new evolution taking shape — one that moves from purpose to participation. Today, creativity isn’t just about what a brand says — it’s about what people do with it. The strongest work in 2025 didn’t just speak to people — it invited them in. It was people-powered storytelling, where audiences weren’t just watching the narrative unfold, they were helping shape and drive it.
How do you think India performed this year — not just in terms of the metal tally, but in terms of creative evolution and global relevance?
From storytelling to story-doing — that’s the leap. And that’s exactly where India is right now. We’re not just telling tales, we’re triggering transformation. What stood out this year was how the roar of the Lions came from every corner of the country. 12 Indian agencies contributed to the wins — each bringing their own local flavour, urgency, and imagination. It was a celebration of India’s distributed brilliance.
This year’s Cannes Lions saw a surge in AI-generated and AI-assisted campaigns. As jury president, what distinguished the best AI work from the merely experimental?
AI was used in more nuanced and meaningful ways — not just to generate content, but to translate indigenous languages, make accessibility more inclusive, and power predictive tools for climate resilience.
That’s exactly what the SDG jury saw in Natura’s ‘Amazon Greenventory’. It wasn’t just AI trying to be impressive — it was transforming lives and livelihood. The initiative challenged the long-held belief that profit in the Amazon must come at the cost of deforestation.
By combining AI and drone tech — Natura conducted the largest tree inventory in Amazon history: 400 square kilometers mapped in six months, a task that would’ve taken 25 years otherwise. But more importantly, the project empowered local communities, improved harvesting methods, boosted incomes, and deepened their connection to the land.
What were your takeaways from Cannes Lions 2025?
We saw a shift from surface-level awareness to deeper ambition — campaigns aiming to drive behavioural change or even systemic reform. From circular economy pilots to work influencing government policy, there’s a growing maturity in how brands approach sustainability. It was less about optics — more about long-term change.
What stood out, too, was the rise of cross-sector collaboration — brands teaming up with public health agencies, grassroots movements and even competitors. These unlikely partnerships often unlocked solutions that wouldn’t have emerged in silos. It was a reminder that creativity isn’t just a competitive edge — it’s a collective force.