From rebranding a stolen candy bar scandal to saving romance with hearing aids, brands flexed their creativity at this year’s festival of creativity.

At Cannes Lions 2026, KitKat, Vaseline, Twitch and NBA Take-Two Media showed how giving audiences a genuine stake drives results. Here is the creator economy strategy behind the…

Cannes Lions 2026 was the year the industry came to the creators. Follower counts mattered least, and the best creators stopped being counted and started being courted.