2025 Creative Country of the Year | Brazil
Celebrating the best of Brazilian creativity
When a single country shows an exceptional and enduring commitment to creativity, it invariably drives progress and growth.
And to recognise this incredible impact, we’re delighted to announce the Creative Country of the Year accolade – a celebration of creative excellence across every element of a nation’s talent and culture.
Parabéns, Brasil!
Brazilian creativity regularly ranks among the very best in the world. It’s a country that consistently produces work that sets the benchmark, creatives and marketers who shape the industry and culture that captures imaginations globally.
That’s why we’re delighted to announce Brazil as the first Cannes Lions Creative Country of the Year.
Sessions with Brazilian speakers and companies

Creatives in Action: Pinterest, Havas London, Grey Brazil

Brazil’s Creative Revolution: A Bold New Chapter Powered by Globo

Independent and Bold: The New Age of Boutique Agencies

This Is Gambiarra! With Bia Lopes Maria and Thiago Costa

CMOs in the Spotlight: Heineken Brazil, Renault, Telkom

Bravery Means Business: The Mercado Libre Case

Climate Information Integrity before COP30

CMOs in the Spotlight: Philips, McDonald's, Kimberly-Clark

How to Craft an Entry in Portuguese

Workshop: Own Your Worth

CMOs in the Spotlight: Singapore Tourism Board, Suncorp, Unilever

On and Off: How to Balance Relationship with Social Media?

Changemakers: Felipe Simi, Suzanne McKenzie, and Aba Blankson
Events & Networking

Events
Film Brazil’s Happy Hour
Monday - 5:30 pm - The Terrace.
We’re opening this historic week with the pulse of Brazil. For the first time ever, Brazil is Creative Country of the Year — and FilmBrazil is bringing the sound of São Paulo’s street carnival straight to the Palais. The legendary Acadêmicos do Baixo Augusta, one of Brazil’s most iconic street carnival groups, delivers beats that hit your skin like nothing else.
Join us for an evening of music, energy, drinks, real connections, and a true celebration of creativity — the Brazilian way.

Networking
First-timers tour for Brazilians
Coming to the festival for the first time? Join our guided tour in Portuguese with a Festival Insider who will show you around the Palais and give some top tips to get the most out of your experience. This is also an opportunity to meet other first timers too.
Spaces are limited, save yours by adding the tour to your schedule in the Cannes Lions app
Meet at the bottom of the red stairs, remember to grab your festival badge first.
If the tour is full, visit our first-timer tour booth in the front of the Palais 1 for assistance.

Networking
Brazil’s Peripheral Creativity. A Meet-Up with Digital Favelas
In the year Brazil is celebrated as the Creative Country of the Year at Cannes Lions, this session shifts the spotlight to the favelas – where true cultural innovation thrives.
Join this meet-up to explore how the creative force from Brazil’s peripheries is not only relevant but essential in redefining innovation, representation and excellence in today’s creative economy.
Led by Tiago Trindade, Del Nunes, Thamara Pinheiro and Gui Pierri, this meet-up invites fellow Brazilians to co-create, connect and gain fresh perspectives often missing from mainstream narratives.
This networking session will be in Portuguese.
Cannes Lions 2025 Jurors from Brazilian companies
One cannot ignore the rise of creativity in Brazil.

Andisa Ntsubane
Managing Executive: Brand, Marketing and Communications Africa
Vodacom Group
Creative B2B Jury President 2024

In 2025, Brazil was the inaugural Creative Country of the Year
VW 70 Years Campaign
Volkswagen | AlmapBBDO, São Paulo | 2024
Cannes Lions Awards:
1 Gold 2 Silver 2 Bronze 2 Shortlisted
HUTUKARA
Salgueiro & Urihi Yanonami | Academicos do Salgueiro, Andaraí | 2024
Cannes Lions Awards:
3 Bronze 1 Shortlisted
Ashe Versus
Moderna, Inc. | The Youth, Curitiba | 2024
Cannes Lions Awards:
1 Gold 1 Bronze

Handshake Hunt
Mercado Libre | GUT São Paulo | 2024
Cannes Lions Awards:
1 Grand Prix 3 Silver 1 Bronze 3 Shortlisted
Brazil has consistently ranked in the top four performing countries at Cannes Lions – it’s an incredible performance and reflective of a country that has creativity ingrained in its culture.

Thea Skelton
VP of Festivals
LIONS

Brazilian creatives and marketers are constantly shaping the global creative industry.
Meet some of the Brazilian talent who’ve previously been onstage at Cannes Lions.
Juliana Roschel

Juliana Roschel
Chief Marketing Officer
Nubank
Dilma Campos

Dilma Campos
CEO and Partner at Nossa Praia and Head of ESG at B&Partners.co
Nossa Praia
Anselmo Ramos

Anselmo Ramos
Founder, Creative Chairman
GUT
Joana Mendes

Joana Mendes
Creative Lead
Independent
Icaro Doria

Icaro Doria
President and Chief Creative Officer
DM9
Thaiza Akemi

Thaiza Akemi
Head of Marketing - Content and Communication
Itaú
Liniker

Liniker
Singer-songwriter
PJ Pereira

PJ Pereira
Founder and Creative Chairman
Pereira O'Dell
Paula Trabulsi

Paula Trabulsi
Filmmaker and Multinarrative Designer
ASAS.BR.COM International Collective of Storydoers
Fernando Machado

Fernando Machado
Board Member at Braze and Operating Partner
Garnett Station
Erlana Castro

Erlana Castro
Founder and Thoughtful Leader
#ESGpraJA Creative Community and Think Tank
We would also like to recognise our official Festival Representatives in Brazil, Estadão. They have been a true part of the LIONS family, and their impact, passion and dedication has been felt throughout the industry and the Festival.

Simon Cook
CEO
LIONS

Big wins for Brazil at Cannes Lions 2024
Take a closer look at the Brazilian winning work featured in the hero video
ASHE VERSUS
MODERNA, INC. THE YOUTH, CURITIBA GOLD, FILM CRAFT LIONS | 2024
GRAD IN BLACK
VULT GUT, SAO PAULO SILVER, PR LIONS | 2024
ATACAMA FASHION WEEK
DESIERTO VESTIDO & FASHION REVOLUTION ARTPLAN, SAO PAULO SILVER, DESIGN LIONS | 2024
HANDSHAKE HUNT
MERCADO LIBRE GUT, SAO PAULO GRAND PRIX, MEDIA LIONS | 2024
BALLBOARDS
MERCADO LIBRE GUT, SAO PAULO SILVER, DIRECT LIONS | 2024
THE SWEAT SIDE OF SPONSORSHIP
GATORADE ISLA REPUBLICA, SAO PAULO BRONZE, MEDIA LIONS | 2024
THE CRUISE HEIST
NETFLIX 404, SAO PAULO SILVER, SOCIAL AND INFLUENCER LIONS | 2024
HUTUKARA
SALGUEIRO & URIHI YANOMAMI ACADEMICOS DO SALGUEIRO, ANDARAI BRONZE, INDUSTRY CRAFT LIONS | 2024
VW 70 YEARS CAMPAIGN
VOLKSWAGEN ALMAPBBDO, SAO PAULO GOLD, PR LIONS | 2024
