Creativity in Plain Sight: Cannes Lions 2025 and the comeback of simplicity

Last year, Cannes Lions 2024 was a masterclass in how ideas can be powered with innovative use of technology. Spotify Speadbeats, Orange WoMen’s football, HDFC Vigil Aunty, Xbox Everday Tactician and so many more pieces of work gave us a full buffet of how new age tools of data, algorithms or Deep fake AI can power big ideas. Further – we also saw wok where complex coming together of multiple platforms – gaming, creator/social  content along with traditional channels was pivotal to the storytelling.  

And while the infusion of technology and creativity is here to stay, Cannes Lions 2025 felt like a return to the fundamentals. Reaffirming our belief that Creativity is a true economic multiplier and the biggest force in building businesses. 

The winning work this year wasn’t just smart—it was startlingly simple. Ideas so pure, so effortless in their expression, that you found yourself asking: how was this not done before? The best campaigns didn’t try too hard. They just solved business and human problems in brutally honest ways. 

AXA’s 'Three Words', IKEA’s 'U up?’ Burger King’s 'Burger to King' demonstrated that deep impact can be achieved without the dazzle-dazzle of tech and AI. 

Our own campaign, 'Lucky Yatra' for Indian Railways, was born from an insight hiding in plain sight: the same people who travel ticketless are happily buying lottery tickets from lottery shops scattered around the train stations. All that the idea needed was for that winning hope they place in the lottery ticket to be transferred across the road – to the train ticket. And that required no structural change on the part of the railways. No AI, no QR code, no app. Just a straightforward behavior changing idea. 

Another standout and my other favorite was 'Caption with Intention'— a subtle yet powerful intervention that makes this world so much more inclusive. 

This year, Cannes reminded us that creativity doesn’t always need to be loud or layered. Sometimes, the best ideas are the ones that feel like they’ve always existed. They just needed someone to uncover them.

As we fly back home, Lions in hand and hearts full, the reflection was clear: in a world chasing complexity, simplicity is the boldest move you can make.

(Our guest author, Gaurav Dudeja, is the CEO of FCB Interface, a leading advertising and marketing communications agency, which operates as one of the agencies within FCB India. In the past, he has worked with Leo Burnett and Leo Burnett Orchard. )