Macron addresses Cannes Lions as France receives 2026 Creative Country honour

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In his remarks, Macron described creativity as a defining characteristic of France, spanning industries from fashion and luxury to cinema, gaming, and technology.

In his video address, Macron highlighted France’s creative heritage across industries including fashion, luxury, culture, cinema, and digital innovation. “French creativity is our ability to combine formal, regal, and poetic, even irreverent, perspective,” he said, describing creativity as a national characteristic reflected across multiple sectors.

“French creativity is a national philosophy that flows through our fashion, as much as our luxury and our culture industry,” Macron added. He also pointed to France’s ability to attract talent and investment, referencing initiatives ranging from the Paris 2024 Olympic and Paralympic Games to the country’s growing video game sector.

The French president attributed the country’s creative appeal to a series of economic measures, including labour reforms, investment in innovation, and regulatory simplification. “This is key to free up time for creativity,” he said.

Macron also highlighted recent public and private investments supporting France’s creative industries, including the France 2030 programme, which allocated €350 million to strengthen film production in the country. He also referenced the €93 billion in investment commitments announced during the latest Choose France summit, particularly in artificial intelligence and data-related projects.

The president concluded his address by inviting Cannes Lions attendees to the upcoming Lumiere Summit, an international event focused on cinema, series, and video games, scheduled for September 7 at the Fondation Maeght in Saint-Paul-de-Vence. The summit will be co-chaired by France and South Korea.

Commenting on the award, David Leclabart, President of AUSTRALIEGAD and Co-President of the AACC, said the recognition reflects France’s long-standing creative contribution across industries.

“For the first time in its history, the Cannes Lions International Festival of Creativity has named France Creative Country of the Year. This distinction recognises more than a decade of creative excellence and celebrates France as one of the world's leading creative nations,” he said.

Leclabart added that French creativity extends beyond advertising into areas such as luxury, cinema, design, and major cultural events, describing it as a force that connects audiences and attracts global attention.

Tiphaine du Plessis, President of BETC FULLSIX and Co-President of the AACC, emphasized the economic role of creativity beyond cultural expression.

“Creativity is one of France's greatest strategic assets. Far beyond advertising, the Cultural and Creative Industries strengthen economic growth, sustainability, international influence and national attractiveness,” she said.

Du Plessis also pointed to the role of creativity in addressing social challenges and adapting to technological change, noting that France’s creative ecosystem includes agencies, brands, creators, institutions, and partners working together under the “France, The Creative Economy” banner.

The award comes as France continues to position its creative industries as part of its broader economic and innovation strategy, particularly amid rapid changes brought by artificial intelligence and digital transformation.

France’s Cannes Lions recognition reflects a broader shift: creativity is increasingly being treated not just as cultural capital, but as a strategic economic asset shaping national competitiveness.