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 annual Creative Country of the Year accolade – a celebration of creative excellence across every element of a nation’s talent, economy and culture.

In its inaugural year, the Creative Country of the Year is Brazil. A country that continually raises the creative benchmark and makes history at the Awards. You’ll see Brazil’s vibrant, diverse spirit at Cannes Lions 2025 in dedicated creative showcases and stage talks, celebratory events and Brazilian-led activations across the City. 

More ways to celebrate.

We’re excited to share the best of Brazilian creativity with all our delegates in June – and if you’re a pass holder from Brazil, this is your moment. For the first time ever, we’re giving you the chance to share the experience with someone else.

We’re releasing complimentary Classic Passes for first-time Brazilian delegates. So if you're an existing pass holder based in Brazil, you have the opportunity to gift the experience to a friend – all you have to do is nominate them.

Simply tell us who you want to bring along, and we’ll do the rest.