By R. Larsson, Advertising Week
Cannes Lions 2025 delivered what we’ve come to expect: dazzling creativity, world-class talent, and industry-shifting ideas. But amid the rosé, rooftop deals, and attention metrics, a quieter, deeper movement took center stage.
This year, the most compelling brands weren’t the loudest. They were the most emotionally intelligent.
A recurring theme across panels, activations, and programming was this: consumers are craving connection—and brands are finally listening. Instead of flashy gimmicks or formulaic storytelling, 2025 marked a pivot toward emotionally intelligent, authenticity-driven branding. The question was no longer just “what’s your campaign?” but “how does your brand make people feel?”
The Wellness Oasis™ at Cannes Lions
The Wellness Oasis™, created and produced by 4B Advisory and hosted & moderated by well-being expert Devi Brown, became one of the most talked-about—and transformative—activations at Cannes. Set aboard the Deep Blue Women’s Sports Yacht Club, it ran from 9 AM to noon, Monday through Wednesday, offering a safe, immersive space for attendees to reconnect with themselves and each other.
With programming focused on mental, physical, spiritual, and emotional well-being, The Wellness Oasis™ stood in intentional contrast to the frenzy of the Croisette.
“It wasn’t just a wellness moment—it was a wellness movement,” said one attendee. “It reminded us that presence is the most radical form of luxury.”
A Curated Lineup of Humanity and Healing
Each day unfolded with intentional themes, hosted by names like Chopra, Tara Davis-Woodhall, Aaron Gordon, Carla Hassan, Amy Purdy, Mimi Ikonn, Sloane Stephens, Dwyane Wade, and more, who shared stories and workshops.
Sessions ranged from “Power of Gratitude Workshop: A Science-Backed Practice For Lasting Fulfillment,” “How To Stay Resilient During Challenging Times” to “Why To Prioritize Wellness – Physical, Mental & Emotional”—an emotional journey more often found in therapy rooms than boardrooms. But that was the point: the personal is now profoundly professional.
Why It Mattered
The success of The Wellness Oasis™ wasn’t just about self-care—it was about brand care. It signaled a broader industry recognition: people are tired. Burnout, anxiety, and information fatigue are shaping not just how we work, but how we consume.
“This was the first time I saw people genuinely pause at Cannes,” noted one brand executive. “It’s not a gimmick. It’s a necessity.”
“The Wellness Oasis™ is popping up around the globe to provide the opportunity for attendees to create genuine connections with one another, as well as help them better connect to themselves, said David Oestreicher, Co-Founder, The Wellness Oasis™. We’re grateful for the community we’re building, the supporting brand partners and the diverse group of experts & advocates leading with their pure intentions to help make a difference with mental health and overall well-being.”
In that pause, something shifted: reflection replaced hustle. Stillness replaced scroll. And it became clear—well-being is not a sidebar to brand success. It’s central to it.
The Bigger Trend: Brands Leading With Heart
From programming to panels on AI and emotional intelligence, Cannes Lions 2025 revealed a major takeaway: the brands leading tomorrow’s conversations won’t just be data-driven. They’ll be emotionally fluent.
Whether it’s through purpose-aligned storytelling, wellness-infused activations, or simply giving people permission to breathe, the most resonant brand experiences this year felt human.
I would recommend putting the list in alphabetical order
