The Rainbow Road to Cannes
- Mike Richter
- Jun 2
- 6 min read
The journey to Cannes Lions has always been marked by vibrant expressions of creativity, culture, and community. And let’s be clear: the LGBTQ+ community isn’t just a part of this industry, we're a powerful audience that drives it. Recent data shows the LGBTQ+ market represents an estimated $3.9 trillion in global spending power, and 69% of consumers expect brands to include LGBTQ+ representation. This isn’t niche—it’s business-critical.
Historically, this glittering week in June, Pride Month, has not only showcased groundbreaking ideas but also been a beacon for LGBTQ+ inclusivity, honoring the anniversary of the Stonewall Riots and the continued fight for LGBTQ+ rights. In an industry significantly shaped by queer voices, from pioneering creatives like Howard Gossage to influential marketers like Jonathan Mildenhall, Cannes Lions has often overflowed with pride parties, impactful panels, and visible LGBTQ+ representation. Yet, this year, the schedule feels strangely sparse.
In previous years, we've danced at pride parties on sun-soaked beaches, engaged in countless panels celebrating diversity, and applauded companies championing LGBTQ+ visibility. As the industry gears up for Cannes Lions 2025, it's clear we need more voices stepping onto this rainbow-colored runway.
This Industry Was Built on Queer Brilliance
Let’s take a moment to acknowledge a powerful truth: so much of what this industry now celebrates, from branded experiences to purpose-led storytelling to Cannes’ very definition of creativity, was shaped by queer minds and queer culture. We didn’t just join the table. We rearranged the seating chart, rewrote the menu, and made the dinner party worth attending.
Think of trailblazers like Howard Gossage, who introduced the idea of interactive, values-driven advertising decades before it became a Cannes staple. Or Aaron Walton, whose agency Walton Isaacson proved that multicultural, LGBTQ-owned shops could drive brand campaigns for giants like Lexus and P&G. Or the visionary Jonathan Mildenhall, who led global campaigns for Coca-Cola and Airbnb that redefined emotional branding and inclusivity, cementing the kind of storytelling Cannes now reveres.
Let’s not forget the strategy behind Absolut Vodka’s groundbreaking decision in the early 1980s to advertise directly to the gay community, one of the first major brands to do so. It wasn’t just representation. It was a business move that helped brands everywhere realize the creative and commercial power of queer audiences.
And we’d be remiss not to include Lauren Greenfield, the powerhouse director and creative mind behind the award-winning #LikeAGirl campaign for Always. Her work flipped a cultural insult on its head, transforming "like a girl" into a rallying cry for empowerment. The campaign sparked global conversation, racked up over 85 million views, and earned major honors at Cannes, including a Grand Prix and a Glass Lion. It redefined how brands speak to identity and purpose, and how they win.
Even the rise of experiential marketing, so core to Cannes activations today, owes a debt to queer culture. From ballroom events (seen at Cannes Lions 2024 by Revry) to drag performance to underground queer nightlife, these spaces wrote the playbook on immersive storytelling long before brands caught on.
While we’re calling out just a handful of notable names here, we know there are thousands more—past and present—who shape this industry every single day. This post is for them. Their impact is just as vital, and their presence must not go unnoticed. We must not be quiet.
Where Is Everyone??
Some of the biggest names in advertising have begun releasing their Cannes programming and so far, it’s missing a few colors. Brands that once proudly launched rainbow-wrapped campaigns and hosted panels on inclusive storytelling have been noticeably quiet.
Take Kantar, for example. In past years, they partnered with GLAAD to launch the Advertising Visibility Index, a critical benchmark for queer representation in media. But this year, we haven’t yet seen any LGBTQ+ sessions announced.
They’re not alone. Many of the usual Cannes headliners, like Google and WPP, who have historically hosted full-scale beach activations, content studios, and curated experiences with global reach, have so far made no mention of LGBTQ+ programming this year. That doesn’t mean they won’t, but it does beg the question: if not now, when?
It’s worth acknowledging the broader climate, too. In the U.S., increasing political pressure and legislative attacks on DEI and LGBTQ+ visibility have sent a chilling effect across industries. Companies are navigating a more hostile environment, but silence is not a neutral act. In fact, it’s when support feels riskier that it matters most.
We’re still a few weeks out from Cannes, and we truly hope more is coming. But let’s not wait until the eleventh hour to promote it because if no one hears about it, no one shows up. Visibility takes planning. Presence takes intention. And showing up requires more than a rainbow filter slapped on a Tuesday morning tweet.
GLAAD’s 2022 report found that only 1.8% of Cannes Lions submissions featured LGBTQ+ representation. And despite consumers demanding more visibility—69% of them, according to the 2023 Kantar report—only 3% of ads studied featured queer people as leads. The numbers aren’t just disappointing; they’re damning.
Representation isn’t a box to check during Pride Month. It’s a mirror, one that reflects who this industry values, uplifts, and sees. It matters for those inside the industry who deserve to see themselves in leadership, and for those outside, who look to brands for recognition, safety, and belonging.
So if you’ve been quiet this year, consider this your nudge. Show up. Speak out. The rainbow doesn’t roll out by itself.
Who's Showing Up This Year
Massive kudos are due to the trailblazing companies already putting their rainbow toes forward:
Supernova Pride Summit🏳️🌈
When: June 17, 2025, 4-6:30pm
Where: Infillion Café @ Mondrian Cannes, 45 Bd de la Croisette, 06400 Cannes
Details: Supernova is boldly launching the Supernova Pride Summit, a dedicated
gathering designed to amplify LGBTQ+ voices and drive meaningful discussions
around diversity and inclusion in the industry. Expect inspiring speakers, engaging
panels, and networking that goes beyond mere exchanges, truly celebrating pride in every conversation. And on top of that, 10% of all sponsorship proceeds from the event will be allocated to three LGBTQ+ nonprofits via Givsly, making every partnership a contribution toward impact. Learn more & RSVP →
Cognitiv's Pride Party🌈
When: June 18, 2025, 5 PM – 8 PM
Where: Cognitiv Yacht O'Lion, Jetée Albert Edouard Nord
Details: Cognitiv AI brings back their legendary Pride Party, an event synonymous with vibrant community spirit, dynamic networking, and unapologetic celebration. This gathering has become a beloved fixture, ensuring that pride remains loud and visible amidst the bustle of Cannes. They're also making a donation to The Trevor Project on behalf of every attendee, turning every RSVP into a direct act of support. Secure your spot →
Breaking Boundaries: Pride, Allies & Authentic Representation
Outvertising Pride Takeover
Calling All Proud Participants!
Are you or your company hosting an LGBTQ+ focused event, party, or panel during Cannes Lions? Don't stay quiet, let us amplify your pride! Reach out, let us know your plans, and we’ll proudly add you to our growing list. And if you don’t yet have something on the schedule but want to bring something to life, drop us a line, we’ve got the network ready to activate.
Be bold. Be loud. Be proud. Let's make sure the rainbow shines brightly across the Croisette this year.
Would you like to see more LGTBQ+ programming, events, and visibility at Cannes Lions?
Yes – visibility and community matter.
I’m open to it, if it’s meaningful.
No strong opinion either way.
Not really my priority.
Real Talk from Mike, Zach, & Justine
Let’s be real: this isn’t about calling out the companies who’ve shown up for us before. We see you, and we’re grateful. But just like any strong partnership, real trust means holding each other accountable.
Some of those same companies once painted their beaches with rainbows, hosted queer talent, and racked up headlines—and yes, profits—because of that alignment. But now, in 2025, the silence? That’s not how this works.
If this post came out after Cannes, it might feel like a burn. But it’s not. This is a flare. A signal in the night. A reminder that there’s still time to show up and to make sure people know you did.
We know the tides are unpredictable. The fog rolls in fast. But let’s not forget: it’s been our sweat, our storytelling, our spark that helped light the way. We’ve been the lighthouse for years.
Now, we need you to show up.
About the Contributors
This post was written by Mike Richter (Co-Founder & CEO of Unplugged Collective), Zach Rosen (Founder & Principal of Supernova, an ad tech growth consultancy), and Justine Frostad (SVP of Marketing at Cognitiv AI)—three out and proud vets of the industry who care deeply about accountability, visibility, and building something better. We believe Pride is year-round, community is everything, and showing up is non-negotiable.
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