Mumbai: The Cannes Lions International Festival of Creativity has announced that Brazil will be the first-ever recipient of the Creative Country of the Year award. This new annual accolade honors a country’s exceptional and enduring commitment to creativity that drives progress and growth in the industry.
As part of this prestigious recognition, the 2025 Festival will showcase Brazilian creative excellence through exclusive events, stage talks, and activations across Cannes. The festival will also see the return of FilmBrazil, which will host a networking event to unite the Brazilian and global creative communities in celebration of Brazil’s influence in advertising and marketing.
The LIONS Creative Country of the Year for Brazil will be supported by Estadão, which is marking its 150th anniversary and nearly 25 years as the official Cannes Lions Representative in Brazil.
Simon Cook, CEO of LIONS, commented on the selection of Brazil: “The Creative Country of the Year will honor nations that have demonstrated consistent success at the Festival. As a global community of over 90 countries, we aim to recognize those who have shown an ongoing commitment to creativity as an economic growth driver, offering borderless inspiration through their creative leadership. We thank Estadão for their impact, passion, and dedication that has been felt throughout the industry and the Festival over nearly 25 years. Together, we celebrate Brazil’s impressive record of Lion wins and its consistent performance at Cannes Lions, which is reflective of a nation that has creativity ingrained in its culture.”
Brazil’s success at Cannes Lions has been remarkable, often outperforming countries with larger advertising markets. According to WARC data, Brazilian ad spend is projected to grow by 7.9% to BRL 93bn in 2025, underscoring the country’s strong market dynamics. Further reinforcing its commitment to the creative economy, Brazil recently launched Brasil Criativo, a national policy framework aimed at solidifying the creative economy as a strategic driver for the country’s economic and cultural advancement.
Highlighting the significance of this achievement, Marilia Marton, Secretary of Culture, Creative Economy, and Industry for the State of São Paulo, stated: “Creativity is a fundamental force for innovation and transformation, essential for finding solutions, inspiring change, and building a more just and sustainable future. It stems from our ability to think beyond boundaries and reinvent realities. As Washington Olivetto, a prominent figure in Brazilian advertising who has won over 50 Lions in his career, once said: ‘There is no creativity without passion.’ In Brazil, this passion is even more powerful, reflecting our cultural diversity and the unique way we face challenges. The country, with its ability to turn adversity into opportunity, has become fertile ground for bold and impactful ideas that not only shape our identity but also influence the world.”
A special tribute will be paid to Washington Olivetto, the legendary advertising figure widely regarded as the ‘Godfather of Brazilian Advertising.’ Olivetto, who passed away in 2024, was Brazil’s first Gold Lion winner and amassed over 50 Lions throughout his career. Reflecting on his legacy, TV director and friend José Bonifácio de Oliveira Sobrinho said: “Washington Olivetto simply changed the history of advertising in the world.”
As part of its initiative to expand creative opportunities, Cannes Lions 2025 will offer first-time Brazilian delegates complimentary Festival passes. This initiative aims to bring fresh voices into the global creative conversation and provide young professionals with exposure to world-class creative excellence.
Thea Skelton, VP of Festivals, LIONS, added: “The Creative Country of the Year honors Brazil’s exceptional track record at Cannes Lions and its ability to spark inspiration that resonates worldwide. As part of our ongoing commitment to bring fresh voices to the global creative conversation, Brazilian delegates will have the opportunity to gift one complimentary Festival pass to a Brazilian-based colleague who has never attended the Festival before – allowing new talent to experience the inspiration and long-lasting impact of Cannes Lions for the first time.”
Brazil won its first Lions at the 1971 Festival, collecting two Bronze Lions for Cinema and a Silver Lion for Television. The country secured its first Gold Lions in 1975 and won its first Grand Prix in 1993 for ‘The Guarana Diet Campaign’ by Dm9 Publicidade for Guarana Antarctica. Over the years, Brazil has won a total of 1,911 Lions, including 20 Grand Prix.
Notably, Alex Perissinoto became the first Brazilian juror in 1972, and Christina Carvalho Pinto was the first Brazilian female juror in 1990, marking important milestones in the country’s growing influence at the festival. In 2016, Marcello Serpa, a key figure in Latin American advertising, was awarded the prestigious Lion of St. Mark.
With this recognition, Brazil cements its position as a global creative powerhouse. The Creative Country of the Year accolade not only acknowledges the country’s impressive achievements but also sets the stage for greater international collaboration and innovation.
