Cannes Lions 2025: From Sessions to Serendipity

By Rebecca Auguste

If you're new to Cannes Lions, let’s set the scene. Cannes Lions is one of the world's most prestigious festivals of creativity, held annually in the beautiful French Riviera. It's where the brightest minds in advertising, marketing, and creative communications gather to celebrate innovation and set the trends for the year ahead. Winning a Cannes Lion is akin to taking home an Oscar for creativity; it’s a significant honor that can define careers and shape the industry.

This year, Cannes Lions 2025 awarded some truly standout campaigns. From groundbreaking digital experiences to heartwarming storytelling, the winners reflected the cutting edge of creativity. And while the awards lit up the main stages, The Frynge was there to capture the vibrant, off-schedule events that added an extra layer of excitement to the festival.

We found ourselves at Meta Beach, where conversations flowed as freely as the champagne, and at Microsoft Beach, buzzing with creative energy. We watched Jimmy Fallon and Bozoma Saint John light up a special activation, and we caught Deepak Chopra’s soulful session that felt like discovering a hidden gem. We soaked in the atmosphere at Spotify Beach with artists like Cardi B, enjoyed Snapchat’s Disney-themed fun, and explored Netflix’s rooftop “Emily in Paris” café. DoorDash’s chic activation, complete with private consultations, was another highlight of the fringe scene.

So why are fringe events like these so important? They’re the secret sauce that makes any festival experience truly unforgettable. While the main agenda sets the stage, it’s these intimate, off-schedule gatherings that create the real magic. They offer a space for authentic connections, spontaneous moments, and unique experiences that can’t be found in any official program. They enhance the festival by adding layers of discovery and delight, allowing attendees to see a different side of Cannes, one that’s a bit more personal and a lot more unexpected.

In other words, The Frynge was there to ensure that when you look back, you’ll remember not just the headline moments but the serendipitous encounters that truly define a remarkable festival experience. For the CEOs and executives who travel the world, it’s these off-schedule moments where unforgettable serendipity happens.