LIONS B2B
Throughout the Festival week, use your pass to be in the room for never-before-heard content at the Palais. Head to the Rooftop at the Carlton Cannes Hotel, where Headline Partner LinkedIn returns for dedicated B2B sessions featuring insights from leading marketers, agencies and creators. And, if you’re a senior leader, the B2B Summit is back.
B2B in focus at Cannes Lions
Sessions and talks delivered on key stages all week, including the Palais, LinkedIn B2B Rooftop and Microsoft Beach. Open to all Cannes Lions pass holders.
Cannes Lions
Inside the Jury Room: Creative B2B Lions
The Buyability Levers That Power Successful Campaigns.
HSBC & GH05T
How HSBC Turned Social Content into B2B Demand
Some of 2026's Lion winners
VML, BANGKOK / TRA MONGKUT FERTILIZER
Soil Stay
Tra Mongkut’s 'Soil Stay' invited Thai farmers to swap a soil sample for a farm-stay at a research farm with identical soil, helping them learn soil-specific methods hands-on. More than 10,000 farmers took part, and the work repositioned the brand from fertilizer supplier to long-term agricultural partner.
1 Gold Lion, Creative B2B
MOTHER, LONDON/CLAUDE
Keep Thinking
Claude’s 'Keep thinking' work reframed AI as a thinking partner rather than a shortcut, celebrating real scientists, divers and builders. As Claude's first piece of work, it introduced an AI brand that puts huanity first and led to a 18.6 increase in brand favourability.
1 Silver Lion, Creative B2B
LEPUB, PUBLICIS GROUPE, MILAN/PLENITUDE
Dark Mode Ads
Plenitude’s 'Dark Mode Ads' created a free tool that converts digital billboard ads into energy-saving dark versions, cutting DOOH energy use by up to 74%. Brands like Whirlpool, Renault, Heineken and PayPal adopted it within weeks, and the campaign was seen over 58m times across Europe.
1 Gold Lion, Media 1 Silver Lion, Outdoor 2 Bronze Lions, Creative B2B and Media
Invite only
LIONS B2B Summit
Salon Croisette, Carlton Hotel
This is a one-day event – with LinkedIn as headline partner, supported by Microsoft, Stein and the IAA, in addition to Insights Partner Bloomberg – brings together leading B2B marketers, creative pioneers and global brands to showcase the best in B2B creativity.
Attendance is by invitation only and capacity is limited.
The Official LIONS B2B Summit Report 2026
Discover how creativity is the ultimate lever to secure your place on your clients’ shortlist and gain your position as a trusted B2B partner.
