The BW Lions are a group of 10 delegates who represent Baden-Württemberg every year at the Cannes Lions International Festival of Creativity – the world’s largest and most important creative festival.

This year, more than ever, the BW Lions represent THE LÄND in Cännes.

With THE LÄND in Cännes, we will spend five festival days searching for the touch of Baden-Württemberg in Cannes: Which ideas and campaigns come from THE LÄND? Which Baden-Württemberg products are featured? Will we find not only savoir-vivre but also “schaffe-schaffe-Häusle-baue” on the Croisette? (Beyond the borders of Baden-Württemberg people often scoff at the allegedly exaggerated diligence and thrift of the natives – their philosophy of “Work hard, work hard, build a wee house”)

Will we meet other creative minds from our beautiful federal state over rosé and canapés? Or will we find no traits of THE LÄND in Cännes? However, we are not just looking for the flavour of Baden-Württemberg, we also want to be adequate representatives of THE LÄND in Cannes. We will have many a chat (probably rarely in High German) and eloquently tell the marketing professionals on the Côte d’Azur: “It’s lovely here. But have you ever been to Baden-Württemberg?”
Last but not least, we as a delegation want to bring new impulses, exciting trends and lots of inspiration back to THE LÄND. We want to show the creative scene back at home what is happening in charming Cännes after two years of Corona abstinence.