The Cannes Lions International Festival of Creativity has long been a beacon of excellence in the creative industry. In 2024, the event only cemented that reputation. The organisers of SXSW Sydney could do a lot worse than to take note of the success and innovative approaches showcased by the Lions this year. Given both festivals celebrate creativity and innovation, there are some clear lessons to be learned, but why should SXSW Sydney pay attention?

The answer is simple: beyond delivering an event that continually sustains global fascination as a leader in its field, Cannes Lions delivers the sort of shot in the arm to the town’s economy – through jobs and spending worth hundreds of millions in euros in accommodation, restaurants, bars, shopping and transport – that Sydney businesses are crying out for in the face of a cost-of-living crisis. Given the state of the Australian economy right now and weak business and consumer confidence, SXSW Sydney represents a great opportunity to generate both positivity and economic activity.

We know that major events like Vivid, Taylor Swift concerts, the Matildas matches, State of Origin and The Everest have a significant impact on Sydney’s economy. But with the same international appeal boasted by Cannes Lions – plus a similar investment from giants of the tech, media, entertainment and advertising spaces – SXSW has the real potential to not only be another significant event in Sydney but a major player in the global event calendar, just like its cousin in Texas.

Immerse more, disperse less

Let’s start with the simple stuff: boosting the user experience. Cannes Lions did a great job this year in creating immersive and interactive experiences for attendees that extended far beyond the sessions themselves. From the Lions Exchange roundtables to the exclusive creator and brand networking sessions at the Lions Creators HQ, the festival facilitated a lot of genuinely useful interactions and collaborations. 

Last year’s SXSW Sydney felt a bit fractured and, at times, disconnected (it was certainly spread over too many locations). This year, SXSW Sydney needs to do more to create engaging experiences that go beyond traditional panels and presentations, fostering an environment where attendees can actively participate, share ideas and build connections.

Tap creators, diversify

Recognising the rising influence of the creator economy, Cannes Lions launched Lions Creators, a dedicated rooftop space for creators to network, learn, and collaborate (with free food, booze and entertainment, courtesy of TikTok). That move underscored the growing role of creators in the marketing and creative industries. SXSW Sydney should take note and develop a bigger number of dedicated platforms and sessions for creators. Why? To help it get closer to this dynamic segment and help foster collaboration between creators, brands and platforms.

But there’s more than one learning here, TikTok’s contribution is a great example of how Cannes Lions worked with partners to deliver an enhanced overall experience and add value that extends beyond a simple branding exercise. With limited exceptions, SXSW’s inaugural year saw scattered brand activations and houses that felt more like billboards than opportunities to learn, collaborate or otherwise contribute to a greater atmosphere of co-creation and innovation. SXSW has a real opportunity to work with its partners – large and not-so-large – to create activations that contribute this sort of value to the overall experience. 

This also extends to accessibility: Cannes Lions’ introduction of the ERA Pass this year was a masterstroke in making the festival more inclusive. By providing complimentary passes to underrepresented and underserved communities, the organisers got a broader representation of voices and perspectives, as well as a good new story to tell. It’s a no brainer for SXSW Sydney to copy that idea. Creating opportunities for individuals from diverse backgrounds to attend and participate would enrich the festival experience and get positive media attention, not to mention take leaps and bounds toward making this a truly global event.

The focus on sustainability and conscious consumption at Cannes Lions was another smart move by its organisers. With the growing importance of these issues in the creative industry, SXSW Sydney could incorporate sessions and initiatives that address sustainability and responsible practices. That would match current industry trends and also demonstrate a commitment to fostering a more sustainable future.

A-listers required

Of course, there’s also the elephant in the room: one of the most striking aspects of Cannes Lions 2024 – which drew 13,000 attendees, up from 12,000 in 2023 – was its ability to attract a diverse array of high-profile speakers. People like Elon Musk, Queen Latifah, Deepak Chopra, Poor Things designer James Price, Nobel Peace Prize winner Maria Ressa, John Legend and Chrissy Teigen not only generated buzz but also provided a rich tapestry of perspectives and insights. 

While it’s much easier said than done, and it’s a big jump in budget, SXSW Sydney must do whatever it can to elevate the strength of last year’s lineup by curating a similarly diverse and star-studded array of presenters. They have started announcing some speakers for this year, but hopefully there are a lot more to come.

One important takeaway from Cannes is that it is, more often than not, brands and businesses bringing in the A-list talent to support their presentations (note: not always at the expense of the festival). Finding ways to create an environment that encourages brands to spend on bringing A-listers to Sydney must be top priority. This would not only enhance the festival’s appeal to paying customers but also ensure a wide range of discussions, catering to various interests and sparking new ideas and sponsors.

Cannes Lions 2024 has set a high bar for creativity festivals worldwide. SXSW Sydney has the potential to achieve similar heights by learning from Cannes' successes. By curating a diverse and high-profile lineup of speakers, emphasising accessibility and representation, leveraging the creator economy, fostering innovation, creating benchmark events, and prioritising sustainability, SXSW Sydney can really step up this year and put our city on the map, attracting plenty of local and international spending to boot.