As the industry converges on the largest global stage at Cannes Lions 2025, IPG Health leaders from around the world shared insight into the emerging trends they think will shape the biggest ideas at Cannes Lions this year.
Humor
Humor in campaigns made a big return in 2024, and we should expect to see that continue, along with a renewed push for authenticity from clients and their brands. – Guy Swimer, Executive Creative Director, McCann Health London
I’ve noticed two emerging trends that at first glance seem to be opposites but actually reflect the same cultural moment. The first is the growing focus on children’s mental health. While not entirely new, it has gained prominence in recent campaigns tackling issues like bullying, anxiety and depression with increased sensitivity and depth. The second is the rise of humor. In times of emotional pressure, some ideas choose to confront pain head-on, while others use humor as a tool for relief, empathy and connection. Both approaches resonate powerfully with the world we’re living in today. – Alessandra Gomes, Executive Creative Director, McCann Health Brazil
AI
We are going to see ideas that have meaningful AI. By that I mean there isn't an obvious contribution of AI, but the idea is smarter or more efficient because of it. – Danielle Decatur, Group Creative Director, AREA 23
I think the trend of localized marketing with a focus on sustainability could shape transformative ideas, especially in healthcare and pharmaceuticals. Concepts may emphasize community-driven ideas addressing unique health challenges. The integration of AI and data-driven personalized medicine might enhance these approaches, redefining engagement to be more personalized. – Pierre Loo, Executive Creative Director, McCann Health Greater China
Authenticity
Authenticity. It may still be a bit early, but I think there will start to be a push-back on AI imagery in favor of real patients in campaigns. So much of health is personal, so a layer of artificiality within campaigns may feel like a barrier to tackling real people’s real problems. – Jamie MacCarthy-Morrogh, Executive Creative Director, FCB Health London
We’re living in a world paced by AI where everyone is chasing attention - louder visuals, faster edits, more shock, more spectacle. But we’re also reaching a point of saturation. People are tuning out, skipping, scrolling past. So, instead of more attention-grabbing, the next wave of standout work will be about emotional staying power, meaning ideas that linger and resonate beyond the quick scroll. – Sebastian Mallarino, Group Creative Director, Neon
Taking risks
I believe that our industry has become increasingly risk-averse over the years. That's why risk-friendly campaigns will be recognized to lead by example. And local or sub-cultural insights will become more important than universal problem-solving approaches. – Nadine Müller, Creative Director, McCann Health Frankfurt
Craft
I believe the appreciation for craft has never been more in the spotlight, and I hope to see more work where execution is as much the protagonist as the strength of the idea itself. In a world where AI has given everyone access to a higher standard of quality, true differentiation increasingly lies in the details of the craft and the appeal to originality. – Roberto Vilhena, Creative Director, Copy, FCB Health New York
A key trend at Cannes Lions will be the renewed value of real craft. As AI-generated content floods the market, big brands will seek the uniqueness and emotional depth that only human-made, tailor-crafted animation and film can offer, making authenticity the new luxury. – Erico Braga, Group Creative Director, FCB Health New York
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