Cannes Lions 2026: Five takeaways from the Croisette
Having spent last week in Cannes, Managing Director & Executive Producer of Papaya Films, Iwona Mnich, lists the five most important lessons she brought back from the festival.
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Before last week's Cannes Lions even began, I had already spent weeks immersed in the festival.
As a jury member [of the shortlisted Film Craft category], I reviewed hundreds of entries from around the world, which gave me a unique perspective on the work before I ever reached the Palais.
Arriving in Cannes wasn't just about seeing the winners announced, it was equally about listening to the conversations, joining the debates and discovering the ideas shaping the future of creativity.
1. The best ideas don’t necessarily win an award
One of the festival's most emotional sessions centred around Donate Your Voice, a campaign that began a year earlier. In 2025, Afghan artist Sonita Alizadeh stood before a packed audience and admitted: "I am alone, and I need your help”. This sparked a collaboration between an artist, a brand and an NGO that evolved into a global initiative supporting Afghan women while contributing to the UN Sustainable Development Goals.
"People haven't fallen out of love with brands, they've fallen out of love with advertising."
The audience left the theatre in tears, but more importantly, they left inspired to act. Perhaps that should be Cannes Lions' greatest purpose – not only recognising creativity, but creating the conditions for it to happen.
Above: Sir John Hegarty simple solution to people's dislike of advertising; "Do stuff people like."
2. Advertising needs to make people care again
One of the festival's most talked-about keynotes came from that famous challenger of the status quo, Sir John Hegarty. His message was direct: people haven't fallen out of love with brands, they've fallen out of love with advertising. He argued that consumers now pay to avoid advertising whilst brands have perfected the art of stalking rather than inspiring audiences.
The industry's obsession with data, optimisation and performance metrics has often come at the expense of genuine creativity. His proposed solution was simple: "Do stuff people like." In an era overwhelmed by content, breakthrough work isn't achieved by shouting louder, but by making something worth watching.
3. Authenticity remains a valuable asset
Oprah Winfrey's acceptance of the 2026 LionHeart Award was one of the festival's most genuine human moments. Reflecting on advice from Maya Angelou, Oprah recalled being told that her legacy would never be one project or achievement. "Your legacy is every life you touch." In an industry obsessed with reach, performance and measurement, that philosophy feels surprisingly radical.
The industry's obsession with data, optimisation and performance metrics has often come at the expense of genuine creativity.
Another line that should be an important reminder for creatives came when Oprah described her heart as her brand. In an industry often associated with carefully crafted messaging, it was refreshing to hear someone place intention before communication. Throughout her career, she has returned to one simple question: "What is your intention?". It’s a question we would benefit from asking more often.
Above: Oprah Winfrey, on stage with Cannes Lion CEO Philip Thomas.
4. Young directors are closing the gap
One trend became particularly clear during the Young Director Award screening: the gap between emerging directors and established filmmakers is disappearing. The technical standard of young filmmakers is incredibly high, while production companies and executive producers are investing earlier than ever in discovering new talent.
The gap between emerging directors and established filmmakers is disappearing.
This equalisation of craft is reshaping the industry. If there was one theme running through this year's competition, it was authenticity. Documentary and reality-based filmmaking continues to resonate in an AI-saturated landscape. While AI may improve production processes, strong ideas remain the deciding factor, as passion projects continue to attract international attention. The message for agencies and production companies is equally clear: there is exceptional talent entering the industry, and those willing to invest early will benefit most.
5. Experience matters, but so does access
On a more practical note: never underestimate the value of a Gold Pass. It doesn't make you more creative, but it does save you hours of queueing. Watching hundreds of people waiting outside while you casually stroll into the Palais feels like discovering Cannes' unofficial superpower.
But beyond the logistics, what struck me most was that Cannes continues to do what it has always done: bring together people, spark conversations and generate ideas that outlive one sunny week on the French Riviera. That's the festival's real value, Gold Pass or not.
