French creativity is combining formal, poetic, irreverent, perspective: Emmanuel Macron

French President Emmanuel Macron addressed the Cannes Lions International  Festival of Creativity as the festival honoured France with the 2026 Creative Country of the Year award. 

The annual accolade recognises an individual country's exceptional and  enduring commitment to creativity that drives progress and growth. 

In a video address to delegates at the festival’s awards show on the closing  evening of Cannes Lions, President Macron said: “I'd like to thank all the  members of this great festival that brings to life global creativity. This award celebrates our French creativity today, and French creativity is our ability to  combine formal, regal, and poetic, even irreverent, perspective.” 

“French creativity is a national philosophy that flows through our fashion, as  much as our luxury and our culture industry. And this award celebrates the  creative attractiveness of our country. From the Olympics to its video game  industry, France attracts talent. And from Cannes to Dunkerque, France attracts  industries and capital.” 

President Macron said the attractiveness of France is the result of “deliberate  efforts”, comprising “labour reforms, investing massively to make the country  more innovative, and simplifying regulations”. “This is key to free up time for creativity,” he said. 

He noted that this has seen France ranked as the most attractive country for  foreign investment in Europe for the seventh consecutive year this year. 

“France is a country where your next studio, your next European headquarters,  your next creative project should be established. This award also celebrates the  richness of French digital creativity, which was also recognized at the last  VivaTech summit. Thank you once again from the bottom of my heart,” he said. 

President Macron ended his speech by inviting Cannes Lions attendees to the  upcoming Lumiere Summit, the landmark international summit dedicated to  cinema, series and video games, chaired by France and South Korea, which  takes place on Sept. 7 at the Fondation Maeght in Saint-Paul-de-Vence, France. 

“The Lumiere Summit will be an opportunity to celebrate with our South  Korean friends the richness of the cinematographic creation of our two  countries, and it will be a perfect rendez-vous for this French creativity,” he said.  “And you will see, beyond what you already recognized and celebrated through  this award, that we can go further and be even more creative. Long live  creativity, long live the Republic, and long live France.” 

In his speech, Macron referenced recent financial boosts to France’s creative  sector, including the France 2030 project, which received a government  investment of €350m to get more films produced in France. In addition, foreign  companies pledged a total of €93 billion worth of investments in France, in  particular for AI and data projects, at the annual Choose France summit, which  took place earlier this month. 

Commenting on the award, David Leclabart, President of AUSTRALIEGAD, Co President of the AACC, said: “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. The French  touch is a universal language. French creativity has a unique ability to move  people, inspire audiences and connect across cultures. From luxury and cinema  to advertising, design and the Paris 2024 Olympic and Paralympic Games,  France demonstrates that creativity is a powerful force for bringing people  together and attracting the world.” 

Tiphaine du Plessis, President of BETC FULLSIX Co-President of the AACC, said:  “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. Creativity is not only an  expression of culture, it is a driver of innovation, competitiveness and soft  power. Creativity is business. Creativity is change. Creative ideas create  measurable value for brands and businesses, but they also help change  behaviours and accelerate societal progress. Whether promoting sustainability,  inclusion or public health, creativity turns communication into action. France is  shaping the future of creativity. This recognition belongs to an entire creative  ecosystem (agencies, brands, creators, institutions and partners) working  together under the banner ‘France, The Creative Economy’. As AI transforms our  industry, France remains committed to combining technological innovation with  human creativity, strategic thinking and cultural vision.”