Why Brazil is considered as the Creative Country of the Year

Brazil has always been known for its energy, rhythm, and heart. This year, that creative spirit got global recognition when Brazil was named the first-ever 'Creative Country of the Year' at the Cannes Lions International Festival of Creativity, one of the most respected events in the advertising and creative industries.

This new award celebrates a country’s long-standing dedication to creativity, and Brazil earned it through years of bold ideas, cultural storytelling, and meaningful campaigns that have made an impact far beyond its borders.

Brazil’s journey with Cannes Lions began back in 1971, when the country won its first Lions for Cinema and Television. Just a few years later, in 1975, Brazil picked up its first Gold Lions, proving that its creative talents were on the rise. The real turning point came in 1993, when Dm9 Publicidade’s 'Guarana Diet' campaign for Guarana Antarctica earned Brazil its first Grand Prix, a top honour at the festival.

 

Brazil’s influence at Cannes Lions isn’t limited to its award-winning campaigns; it also shines through the people who help shape the festival itself. In 1972, Alex Perissinoto, one of the most influential figures in Brazilian advertising, became the first Brazilian to serve as a juror at Cannes.

Later, in 1990, Christina Carvalho Pinto, the first woman to lead a multinational communications group in Latin America, the Young & Rubicam Group, made history as the first female juror from Brazil. Since then, over 400 Brazilians have taken part as jury members, helping define global creative standards. One standout is Marcello Serpa, who brought home Latin America’s first Grand Prix and was later awarded the prestigious Lion of St. Mark in 2016, honouring his lifetime contribution to the industry.

Since then, Brazil has collected a total of 1,911 Lions, including 20 Grand Prix awards. That’s no small feat, especially when you consider that Brazil’s advertising market is smaller than many others. What sets Brazil apart is not size, but soul. Its campaigns consistently stand out for their emotion, colour, and ability to connect with real people.

One name that keeps coming up when you talk about Brazilian creativity is Washington Olivetto. Often called the 'Godfather of Brazilian Advertising,' Olivetto played a huge role in putting Brazil on the global creative map. He won over 50 Cannes Lions during his career and was behind many of the country’s early successes at the festival. Olivetto passed away in 2024, but his legacy continues to inspire a new generation of creatives.

In 2023, AKQA’s São Paulo team made headlines for its campaign 'Never Done Evolving' for Nike. Created with studios in Australia and Portland, the project used AI and machine learning to honour Serena Williams and her legacy. It won the Digital Craft Grand Prix for its innovation and impact.

Another standout was 'The Amazon Greenventory' by Africa Creative DDB for the beauty brand Natura. This campaign combined AI with drone technology to map trees in the Amazon, creating the largest tree inventory in history. It won the Sustainable Development Goals Grand Prix.

Brazil’s success at Cannes isn’t just about standout campaigns, it reflects a thriving ecosystem that actively supports and invests in creativity. The country’s advertising market is expected to reach US$18.89 billion by 2025, with digital advertising leading the way. By 2029, 62% of total ad spend is projected to come from digital, and 81% of that will be driven by programmatic advertising. At the same time, influencer marketing continues to grow, powered by Brazil’s vibrant and highly engaged social media scene. To stay ahead, companies are turning to technology, with 98% of Brazilian businesses already using AI to make their campaigns more targeted, personal, and effective.

Another reason for Brazil’s creative rise is its commitment to lifting up new voices. Brazilian jurors are regularly chosen to judge different categories at Cannes Lions, from Audio & Radio to Sustainable Development Goals. This means Brazil isn’t just participating, it’s helping shape the global standards for what great creativity looks like.

At the same time, the government is backing creative industries through initiatives like 'Brasil Criativo', a national plan to support the creative economy. The idea is simple: creativity isn’t just about art or ads, it’s also a powerful way to grow the economy, build community, and create jobs.

From the favelas of Rio to the studios of São Paulo, from street art to high-tech innovation, Brazil proves that creativity can come from anywhere and speak to everyone.

As Simon Cook, CEO of Cannes Lions, put it, this award is for countries that “demonstrate consistent success” and see creativity as a force for growth. Brazil has shown both, and more.

In a world where brands, artists, and agencies are constantly looking for new ways to connect, Brazil reminds us that creativity still matters. That emotion still matters. That stories rooted in community and culture can go far.

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