But beneath the champagne toasts and golden lions, a darker story has been bubbling.
One that no amount of PR spin can silence anymore.
This year, Cannes Lions 2025 is rolling out “safe zones” and bystander training for the first time.
While positioned as progressive measures, they are—if we’re honest—a sobering admission that the festival has a problem with sexual harassment.
For Malaysian creatives heading to the French Riviera, it’s a wake-up call that brilliance and bravado often co-exist with broken boundaries.
The Stories No One Wanted to Tell
The issue exploded into the open after shocking reports in Adweek and Campaign last year.
Two American undergraduates alleged they were sexually assaulted by a man connected to the industry in the gardens of the Carlton Hotel.
Meanwhile, UK creative Dagmar Bennett bravely went public with her experience of being propositioned for sex by a senior industry figure—in exchange for money.
These weren’t isolated cases.
They were simply the ones brave enough to speak out.
So yes, Cannes has a problem.
It reflects an uncomfortable truth that stretches far beyond the French coast.
Could It Happen at Adfest? Or Malaysia’s Own Industry Events?
Before we get too smug, let’s pause.
If it can happen at Cannes, it can happen at any creative gathering.
The potent mix of power, alcohol, ambition and after-hours networking isn’t unique to France.
From Bangkok to Bangsar, agency parties and award nights carry similar risks.
The difference is that we in Asia often prefer not to talk about them.
But silence doesn’t protect the victims.
It protects the perpetrators.
Is the Industry Finally Listening?
TimeTo, the UK-based anti-harassment organisation, has stepped in to provide Active Bystander training and practical guides on celebrating safely.
Their Chair, Pippa Glucklich, points out the real issue isn’t just bad behaviour—it’s systemic imbalance.
“Cannes is a microcosm of the industry, which reflects society,” she explains.
“Sexual harassment is tied to misogyny and power. And when you mix alcohol, hierarchy and being away from home, the risk multiplies.”
This is especially true for young creatives—many from Asia—navigating global events for the first time, often in awe of the legends they’re told to revere.
While safe zones are a step forward, they don’t address the core of the issue.
They’re reactive, not preventative.
Why Malaysia Should Care
In Malaysia, the ad industry prides itself on being progressive, diverse, and inclusive.
But the #MeToo movement largely missed our shores.
Cultural reluctance, fear of career damage, and a deep-rooted power distance have made it almost impossible for local victims to come forward.
If anything, the Cannes revelations should push our agencies and associations—such as the 4As, MAA and Kancil organisers—to pre-emptively act.
That means implementing internal safeguarding policies, empowering whistleblowers, and providing education not just on what not to do, but on what to do if you witness harassment.
We need to stop pretending these things can’t happen here.
They already have.
We just don’t talk about them.
A Global Industry Needs Global Accountability
Glucklich reminds us that under the UK’s Worker Protection Act 2023, companies are now legally required to take proactive measures to prevent sexual harassment—or face hefty legal consequences.
That’s a lesson Malaysian agencies working with global clients would do well to heed.
It’s not just about doing the right thing morally.
It’s about future-proofing your brand and talent culture.
Gill Huber, MD of Ingenuity+, puts it best: “Building a safe environment for all to thrive in Cannes is really important… but the real success lies in how the industry responds—not just this year, but moving forward.”
The same should apply to us in Malaysia.
Safe zones might not solve everything.
But they shine a light on the darkness that too many have tolerated for too long.
And for the first time, that light is global.
If the “Home of Creativity” wants to reclaim its reputation, it must first clean house and ensure that everyone, from a first-year student to a seasoned CCO, feels equally safe, respected, and heard.
