Arab content creators make Cannes Lions history
Digital platforms now rival traditional media in influence
DUBAI: For the first time in its 71-year history, the Cannes Lions International Festival of Creativity officially included Arab digital content creators in its programme, spotlighting the region’s growing influence on global creative culture.
This debut comes through the festival’s creator track, introduced in recent editions to highlight talent in the digital space.
The inclusion of Arab creators was made possible by Creator North, the region’s first strategic consultancy dedicated to the creator economy. The consultancy facilitated the presence of three standout voices – Egypt’s Ahmed El Ghandour, Iraq’s Ahmed Al Basheer, and Palestine’s Haifa Bsessio – each of whom addressed global audiences with unique narratives deeply rooted in the Arab world.
Regional pioneers take the stage
El Ghandour, a science communicator known to 7.8 million YouTube subscribers, engaged the Terrace Stage with “The Future of Friendship”, exploring how digital media reshapes human connection. Meanwhile, Al Basheer, followed by over 22.5 million fans globally for his political satire, and Bsessio, a storyteller focused on empowerment who has previously featured at the Nobel Peace Prize concert, delivered a session titled “Stories That Survive: Creating Amid Crisis” on the Creator Roof stage.
Their participation marks a major shift in how global platforms engage with Arab creators – not as cultural representatives, but as key architects of digital influence. The sessions were held as part of Cannes Lions, which ran from 16–20 June 2025 in France and brought together industry leaders, tech giants, and creatives from around the world.
Economic impact and creative growth
This recognition coincides with significant economic traction across the Arab creator economy. According to Redseer and YouTube data, the sector across the UAE, Saudi Arabia, and Egypt is now growing at over 15% annually. The Gulf Cooperation Council (GCC) region alone has more than 1.5 million active creators contributing to an estimated $300 million economy.
The UAE, in particular, continues to lead the charge, backed by robust digital infrastructure, regulatory support, and investments in creative industries. Arab creators are now recognised not just for their cultural capital but for their measurable economic impact, with platforms and brands increasingly treating them as primary partners rather than intermediaries.
Strategic vision behind the scenes
This global milestone was not accidental. It followed a strategic blueprint developed by Creator North, which has rapidly emerged as a driving force in structuring the Arab creator economy. Founded by Waleed Laham, the consultancy focuses on forging partnerships between brands and creators to build sustainable influence rooted in cultural authenticity.
Laham commented on the Cannes Lions participation, stating: “What we witnessed at Cannes Lions was not a symbolic presence, but a defining moment that confirms Arab content creators are now partners in shaping the global creative economy – not just because of their wide reach, but through the intellectual and creative value they bring to the global stage.”
Global creativity meets regional narratives
Cannes Lions remains the world’s premier gathering for creative communications, setting the stage for both emerging and established voices across advertising, branding, and media. The festival’s curated tracks, panels, and awards spotlight forward-thinking content and forecast industry trends.
Arab creators’ formal inclusion this year marks a recalibration of global creative narratives. Voices from the Arab world – shaped by resilience, identity, and perspective – are increasingly central to the direction of global storytelling.