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‍Experiential is more than an activation. It’s a creative discipline in its own right.

Cannes Lions is making that evolution official. The Brand Experience & Activation category has become the Experiential Lions, recognizing the growing creative influence of the discipline.

Lauren Kimball, one of a select group of industry leaders who helped shape this change, shares what it signals for the industry and why craft, culture and participation are central to the future of experiential creativity.

Craft matters as much as the idea.

Great experiential isn't just about a big creative concept. It's about how that idea comes to life through design, production and human interaction. This evolution recognizes the full creative process.

A celebration of fandom.

The new categories recognize the power of fandom, community and participation in building meaningful brand connections. From sports and cultural moments to fan-driven experiences, Cannes is celebrating the creativity that brings people together and turns audiences into active participants.

A clearer definition of experiential.

From physical events and immersive environments to digital and hybrid experiences, the new Lion embraces the many ways brands create meaningful, participatory experiences.