Design Lions at Cannes Lions: History, Categories and How to Enter
The Design Lions are the design awards of the Cannes Lions festival, honouring the creative use of design in brand and product communication. We wrote about them in April 2008, when they were brand new and entries were pouring in. This updated guide covers how the Design Lions began, how the awards are organised today and what entrants should know.
Quick answer: The Design Lions were introduced at the Cannes Lions International Advertising Festival in 2008, and the first winners were honoured on 18 June 2008. Today the festival is called Cannes Lions International Festival of Creativity and is held every June in Cannes, France. The Design Lions now cover two big sections, Brand Design and Transformative Design, with categories from packaging and identity to digital and AI craft.
Table of Contents
How the Design Lions began in 2008
Cannes Lions is the largest gathering of advertising professionals and one of the most prestigious annual advertising awards. For 2008, its 55th edition, the festival added the new Design Lions to honour the creative and innovative use of design for brand and product communication and development.
The first Design Lions celebrated design as a lever to influence consumers and as an aid to communicating brand and product messages. Rodney Fitch, chairman of Fitch Worldwide, chaired the first jury. The winners were handed out on 18 June 2008, together with the Press and Cyber Lions.
The original 2008 categories
- Packaging Design
- Brand Identity, including logos and trademarks (new or redesigned), posters, fliers, tickets, invitations, greetings cards and calendars
- Environmental Design
Product design, web design and architecture were not included except within those category descriptions. Entries were judged on creativity, originality, execution and consumer engagement. The new competition drew more entries than expected, so three more judges had to be appointed.
Design Lions at Cannes Lions today
The festival has grown well beyond advertising and is now the Cannes Lions International Festival of Creativity. It is still held in June in Cannes. The Design Lions now celebrate visual craftsmanship and brand storytelling, and the categories were updated for 2025 and expanded for 2026. They are grouped into two sections:
- Brand Design: brand and corporate identity, rebrands, packaging, product design, publications and books, digital design, brand environments, posters, promotional items, social media design and more.
- Transformative Design: inclusive design, sustainability-focused design, innovation, emerging technology, design for behavioural change, brand transformation and a new AI Craft category.
Product design, once excluded, now has its own category. Digital design is in too, showing how much the awards have changed since 2008.
How to enter the Design Lions
- Check the official Design Lions page on the Cannes Lions site for the current categories, rules and the eligibility window for work.
- Choose the categories that fit your work; the same work can be entered in more than one relevant category.
- Prepare a clear written explanation and proof of results, since the jury looks at the idea, the execution and the impact.
- Get sign-off from the brand and your agency, then submit through the online entry system before the deadline.
Award-winning work often starts with a simple, bold idea, like the famous Best Job in the World campaign. If you are exploring the AI side of design, see our list of free AI art generators.
FAQ
When were the Design Lions first awarded?
The first Design Lions were handed out on 18 June 2008 at the 55th Cannes Lions festival in France.
When is Cannes Lions held?
Cannes Lions takes place every June in Cannes, France. Check the official site for the exact dates of the next festival.
What do the Design Lions judge?
They reward design used in brand communication, from identity and packaging to digital and product design, judged on the idea, the execution and the results.
Can product design win a Design Lion?
Yes. Product design was excluded in 2008 but now has its own Design Lions category.
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