The Cannescast 2025

Every June, the global creative community descends on the sun-drenched shores of the French Riviera for the Cannes Lions International Festival of Creativity. What began as a celebration of the world’s best advertising has evolved into a sprawling summit of ideas, innovation, and influence, spanning brand storytelling, cutting-edge technology, consumer insight, and cultural trends.

In 2025, this convergence of creative forces occurs amid a complex and rapidly shifting backdrop.

Climate volatility is no longer a future risk – it’s a present reality, affecting everything from travel logistics to campaign planning. Artificial Intelligence, once a curiosity, has become a cornerstone of marketing operations, prompting urgent questions about ethics, integration, and impact.

Meanwhile, consumers are more connected, discerning, and demanding than ever before. They expect personalization, authenticity, and purpose – not someday, but now.

Amid all this change, one truth remains: those who adapt to the moment will influence what comes next. That’s where The Weather Company steps in.

At The Weather Company, we know weather is more than a forecast; it’s a behavioral, emotional, and economic force. From influencing what consumers buy to when and how they travel, shop, and engage, the weather shapes decisions at scale. And with the right intelligence, it becomes a powerful creative asset.

The Cannescast is your guide to Cannes Lions 2025 – what’s ahead, what’s heating up, and how brands can turn uncertainty into opportunity. From weather trends to tech talk, creator power to AI progress, we’ll explore the themes that will define this year’s festival and beyond.

Mother Nature: the main event

Let’s start with the skies above.

While Cannes is known for its balmy Mediterranean climate, the weather has a way of influencing the mood, movement, and marketing magic of the festival.

A sudden downpour can scatter beach activations and push networking inside; an unexpected heatwave can drive attendees for some shade rather than sit through sessions. And a cool, breezy evening can transform a casual happy hour into a brand’s most memorable oceanside engagement.

After a few years of mood swings – 2022’s rain and heat, 2023’s wind-whipped chaos, and 2024’s cool-down throwback to 2014 – Cannes 2025 is bringing the heat. Literally.

This year’s festival is shaping up to be a sun-soaked scorcher. Forecasts call for warm, dry conditions with highs well above average. This will most likely mean low 80s°F/high 20s°C, with a real possibility of hitting 86°F/30°C. Thunderstorms aren’t likely, but never say never. While we see the highest chance of dry weather, it may not stay that way, with risks of isolated showers and thunderstorms on Monday, June 16 and Thursday, June 19.

The Mediterranean is running hot too, with sea surface temps into the low 70s°F/low 20s°C. That’s a potentially positive signal for sustained summer vibes across the region. Weather models point to a dry lead-up this week with temps steadily rising to the 82-86°F/28-30°C range. The main wildcard will be gradual heat buildup, with the hottest temperatures expected in the days immediately ahead of the festival. There’s growing potential for a spike into the upper 80s°F/low 30s°C, especially across southern France – make sure to break out the SPF if you’re arriving early.

In other words, prepare for a festival that’s creatively and meteorologically hot. Of course, Mother Nature can be fickle, so the best way to stay in the know and ahead of any proverbial storm is to frequently check The Weather Channel app or weather.com.

Hot topics: what’s on our radar

Each year, Cannes serves as a cultural barometer for the marketing world. The ideas that spark conversation here often ripple outward, shaping strategy and budgets across the globe. Here’s what we predict will define the discourse in 2025:

Creators take center stage

The creator economy is no longer a side hustle; it’s a core brand strategy. In 2025, the focus is shifting: it’s not just about reach or viral trends. Creators are becoming true co-authors of brand narratives.

This year brings deeper conversations around creator equity, ownership, and voice. Influencers want creative control, and brands are moving toward long-term, purpose-driven partnerships.

Audiences are savvier than ever. They can spot forced content instantly, and when it feels fake, engagement drops. In 2025, authenticity is no longer optional.

The most effective brand stories will be co-created with creators who offer not just reach, but real resonance. These are voices with credibility, lived experience, and a deep connection to their audiences.

But collaboration alone isn’t enough. Smart brands will also prioritize context, delivering content that’s not only well-made but perfectly timed, placed, and attuned to the moment. The result will be content that not only reaches people but also moves them.

AI: from “wow” to “how”

Dare we say… the only thing people may be talking about more than weather is AI. We’re right there, too. AI has long played an important role in how we’ve consistently been recognized as the world’s most accurate forecaster.¹

Expect forward-thinking conversations about how AI can solve real problems, with an eye on ethics, authenticity, and impact.

• Beyond the hype: From tool to teammate | AI won’t just be discussed as a creative shortcut – it’ll be positioned as a true collaborator. Expect panels and brand activations to explore how AI augments human creativity, not replaces it.
• Authenticity + intelligence | There’s growing tension between AI-generated content and the human need for authenticity. Expect conversations around how brands can strike that balance – especially in campaigns that rely on emotion or identity.
• Measurement, ROI, and creative impact | This year’s big question: “Does AI-driven creative actually perform better?” You’ll hear more about how AI is being used to optimize campaigns and drive measurable outcomes, especially as marketing budgets tighten.
• Ethics, ownership, and creative credit | The conversation around AI’s legal, ethical, and cultural implications is heating up. Cannes panels will likely tackle questions like: Who owns AI-generated work? How do we ensure DEI in data-driven creativity? Can brands build trust while using AI?
• AI for good | Some of the more forward-looking brands will focus on AI’s potential to address changing climate, crisis response, and social impact – aligning with Cannes’ increasing focus on purpose-driven work.

Storming the scene: must-attend sessions

We’re sprinkling our insights throughout the festival this year and welcome you to join the conversation.

Monday, June 16 | 10:30 am
Power Panel: Navigating the Future of Modern Marketing
T-Mobile Cabana

Monday, June 16 | 1:00 pm
Meet the Rainmakers: Leading Brands Revolutionizing Consumer Connection
Brand Innovators Beach, Rado Plage

Monday, June 16 | 1:30 pm
The Future of Audio in an AI-Driven Creative Landscape
LBB & Friends Beach, 65 Bd de la Croisette

Wednesday, June 18 | 1:30 pm
Agency, Opportunity and Hope, An Optimist’s View of the Climate
LBB & Friends Beach, 65 Bd de la Croisette

Can’t make our sessions? You can still get inspired. At The Weather Company, we partner with forward-thinking brands that use data and context to fuel creativity and impact. We call them Rainmakers — marketers who know that smart strategy is the real superpower behind standout work. These campaigns show the power of contextual creativity. From shifts in the sky to shifts in behavior, the best marketing is rooted in the moment and executed with precision.

Meet the 2025 Rainmakers turning insight into influence

Why: Drive consideration for the all-electric Wagoneer S-EV among adventure-minded consumers.

How: Jeep tapped into the natural synergy between weather, wanderlust, and the open road. By aligning creative with peak outdoor travel moments (long weekends, hiking season, warm-weather getaways), the brand reached audiences in a planning mindset. Using weather-driven insights, Jeep delivered immersive takeovers across high-impact channels, showcasing the Wagoneer S-EV’s power and performance when adventure was quite literally in the air.

By meeting consumers when they were dreaming, booking, and packing, Jeep made the Wagoneer S-EV feel less like a concept and more like their next great escape.

Why: Boost sales of weather-sensitive auto care products like Armor All® and A/C Pro®.

How: Energizer leaned into seasonality and precision, targeting key markets when conditions were ideal for car care (think: sunny weekends, rising temperatures, and road trip season). Using localized weather triggers, the brand activated timely campaigns with custom creative that spoke directly to consumers’ needs in the moment. Placements spanned native video, home screen takeovers, and programmatic buys via The Trade Desk and Meta to maximize reach and relevance.

By syncing messaging with real-world conditions, Energizer transformed routine maintenance into a real-time decision, enhancing both visibility and conversion when intent was naturally high.

Why:  Educate families to help them anticipate mosquito activity and plan protection ahead of time.

How: SC Johnson’s OFF! turned seasonal annoyance into strategic foresight with OFF!Cast, a predictive mosquito activity index powered by proprietary and weather data. By forecasting where and when mosquito outbreaks were likely, the brand delivered hyper-targeted messaging across digital, social, DOOH, and even retail via Salesforce. The goal: align consumer demand with on-shelf inventory before the bites begin while increasing confidence in their ability to enjoy the great outdoors.

OFF! met families with helpful, proactive guidance by turning weather data into peace of mind and smarter purchase timing.

Why: Make the global issue of deforestation feel human and immediate through emotionally resonant storytelling — advancing Hyundai’s sustainability mission by connecting audiences to the natural world in a more personal and powerful way.

How: Created by FCB New York, Tree Correspondents transformed weather data and real-time environmental data from Hyundai’s IONIQ Forest into compelling, emotionally resonant stories – giving trees a voice like never before. The campaign used a combination of AI, custom-built language models, and a network of sensors to capture hyperlocal tree data, including soil health, weather patterns, and environmental stress. These signals were then translated into first-person narratives from the perspectives of trees – giving newsrooms around the world a live journalistic tool to help elevate awareness of deforestation.

This memorable, mission-driven experience shifts the climate conversation from abstract statistics to immersive, first-person accounts of life in a changing forest – giving nature a role it never had before: that of the source.

Why: Build awareness for EcoFlow’s portable power stations during peak outage season, when reliability and self-sufficiency are top of mind for consumers.

How: EcoFlow tapped into a rising consumer need: staying powered and prepared in the face of increasingly erratic weather. By leveraging The Weather Company’s real-time forecasting, the brand delivered dynamic, hyper-relevant messaging before and after major weather events, positioning its products as timely, trusted solutions. Creative was synced with local forecasts and deployed across high-impact channels, including The Weather Channel app, The Trade Desk, and Meta, ensuring reach and resonance when audiences were most alert and action-ready.

It wasn’t just about promoting power — it was about empowering people to stay safe, connected, and in control when the grid couldn’t deliver.

Weather ready = travel steady

Let’s not forget: before the panels, parties, and presentations come planes, trains, and packing. In 2025, travel is as up in the air, as ever. In fact, according to the FAA, 75% of air traffic delays are due to inclement weather.² Which is why our work with airlines is so critical: 25K flights per day rely on The Weather Company for safe passage and minimal logistical bottlenecks.

Be sure to check out our newly launched in-app Air Travel feature that provides travelers with real-time, hyperlocal forecasts and insights into delays and cancellations for every leg of your journey, empowering them to make smarter decisions from takeoff to touchdown.

Otherwise, whether you’re jetting in from New York or hopping a train from Paris, here are a few quick tips to help ensure smooth skies:

Quick-hit travel tips

1. Check your departure and arrival airports the night before — weather delays in one region often cause ripple effects across the entire air traffic network.
2. Watch the weather at your layover — a sunny departure doesn’t guarantee a smooth connection, so keep tabs on every stop in your itinerary.
3. Pack for the unknown — a light jacket, backup battery, and versatile shoes can save you when plans shift from panels to pop-ups.
4. Hydrate early and often — between the Riviera sun and a completely booked agenda, it’s easy to overlook taking some sips of H2O until you’re running on fumes.
5. Dress for humidity, not just heat — opt for light, breathable fabrics and a hat as part of your unofficial Cannes uniform.
6. Respect the sun — use SPF 50+ or higher, reapply regularly, and don’t hesitate to seek some shade while networking between sessions.
7. Keep a regular sleep schedule — a packable cooling pillow might be the unsung hero of your Cannes survival kit.

The Cannes Lions experience should start with excitement, not stress. With the right forecast, you travel smarter, arrive ready, and make every moment count.

Creativity in any climate

Cannes Lions 2025 is shaping up to be yet another memorable moment for the work on display, as well as for how we think about creativity, technology, and the role of real-time weather intelligence. From climate-aware storytelling to AI-powered activations, the future belongs to those who can read the moment and respond with relevance.

At The Weather Company, we’re here to help you (and companies across industries) make better, data-driven decisions. Whether you’re on the ground in Cannes or watching from around the globe, we invite you to stay curious, stay prepared, and stay tuned.

Skies may shift – but bold ideas always shine. See you on the Croisette.