Spotlight: B2B
This is your moment. Make history.
Discover how the Creative B2B Lion has been restructured for 2027 and get inspired by six of last year’s winners, alongside advice from the 2026 Jury.
I saw a report saying that 82% of all, B2B communication is perceived as boring and repetitive. And I don't understand why it should be that way. We are trying to reach and affect people, and behind every decision there is a human being.
Per Nilsson
Head of Group Communications and Brand
SKF Group
Explore some Lion-winning B2B work
Reverse Media Schedule
The Faroe Islands Space Program
Tocayos
Soil Stay
Keep Thinking
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There is still enormous untapped creative opportunity in the hardest parts of B2B. The technical categories. The high-risk decisions. The buying groups. The long cycles. The products that people assume could never produce famous creative work. Those may be the categories with the most interesting stories to tell.
Tyrona Heath
2026 Cannes Lions Creative B2B Jury President
Evolving the Creative B2B Lion
The Creative B2B Lion has been reconfigured to better reflect the realities of B2B buying dynamics. The updated Award definition places greater emphasis on creativity that improves buyability, builds preference, drives consensus and delivers measurable business outcomes.
The Award has been restructured to clarify the distinct commercial models that shape how companies create, market and deliver value. This restructure includes an extended eligibility window, updated definitions across the Award’s sub-categories and a new dedicated sub-category for large-scale enterprise organisations with more than 1,000 employees.
Inside the Jury Room 2026: Creative B2B
Start your B2B journey here:
Learn about the Creative B2B Lions.
Awards Guide
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