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. If you’re a Brazilian attending the Festival this year, find out how you can share the experience with a first-time delegate below. And for everyone else, read on to discover what to expect from the inaugural Creative Country of the Year – and how you can be a part of it.
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
| Jury type | Jury (Lion) | Details |
|---|---|---|
| Awarding | Audio & Radio Lions | Will Bone, Music Director and Partner, Pingado Áudio, Brazil |
| Awarding | Creative B2B Lions | Benjamin Yung, CEO, DPZ, Brazil |
| Awarding | Creative Commerce Lions | Douglas Kozonoe |
| Awarding | Creative Strategy Lions | Aldo Pini, Co-President and Chief Strategy Officer, LePub São Paulo, Brazil |
| Awarding | Digital Craft Lions | Kevin David, Creative Director, KELE, Brazil |
| Awarding | Direct Lions | Leticia Rodrigues, Creative Director, FCB, Brazil |
| Awarding | Entertainment Lions | Luis Justo, CEO, Rock World, Brazil |
| Awarding | Entertainment Lions for Gaming | Bruna Pastorini, Chief Strategy Officer, DRUID Creative Gaming, LATAM |
| Awarding | Entertainment Lions for Music | Gilvana Viana, Founder - CEO, Mugshot Produtora de Som, Brazil |
| Awarding | Entertainment Lions for Sport | Fernando Duarte, Executive Creative Director, AlmapBBDO, Brazil |
| Awarding | Film Lions | Thatiane Almeida, Film Director, Magma, Brazil |
| Awarding | Film Craft Lions | João Machado, Film Director and Co-Founder, The Youth, Brazil |
| Awarding | Glass: The Lion for Change | Felipe Simi, CEO, Creative Chairperson, Droga5, part of Accenture Song, Brazil |
| Awarding | Health & Wellness Lions | Alessandra Gomes, Executive Creative Director, McCann Health Brazil, an IPG Health Company, Brazil |
| Awarding | Innovation Lions | Rafael Caldeira, |
| Awarding | Luxury Lions | Naya Violeta, Fashion Designer, Brazil |
| Awarding | Media Lions | Rafaela Alves, Chief Data Media Officer, AlmapBBDO, Brazil |
| Awarding | PR Lions | Ricardo Silvestre, CEO and Founder, Black Influence, Brazil |
| Awarding | Print & Publishing Lions President | Icaro Doria, President and Chief Creative Officer, DM9, Brazil |
| Awarding | Social & Creator Lions | Inaiara Florêncio, CEO, OJU, Brazil |
| Awarding | Sustainable Development Goals Lions | Juliana Leite, VP of Special Projects and Creative Content, Africa Creative, Brazil |
| Shortlisting | Brand Experience & Activation Lions | Viviane Duarte, CEO, Plano |
| Shortlisting | Creative Strategy Lions | Thais Souza Nicolau, Marketing Director, Nomad, Brazil |
| Shortlisting | Design Lions | Lucia Müller, Creative Director, Ideal Axicom, Brazil |
| Shortlisting | Direct Lions | Marcelo Bruzzesi, Regional Executive Creative Director, Havas, LATAM |
| Shortlisting | Film Craft Lions | Nicole Godoy, Head of Production, VML, Brazil |
| Shortlisting | Industry Craft Lions | Rafael Gil, Chief Creative Officer, Artplan, Brazil |
| Shortlisting | Media Lions | Manzar Feres, Globo Managing Director, Advertising, Globo, Brazil |
| Shortlisting | Outdoor Lions | Carla Alonso Cancellara, VP of Creative, Fbiz, Brazil |
| Shortlisting | PR Lions | Rejane Romano, ESG Director, Publicis Groupe, Brazil |
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
Take a look at some notable winning work from Brazil
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
Gift a pass.
Brazilian pass holder? This is your moment. Nominate a friend or colleague and gift them a complimentary Classic Pass for Cannes Lions 2025. T&Cs apply.
