Publicis Groupe is making headlines at Cannes Lions 2025 – not with another slick ad campaign, but with the king of the jungle himself: George the Lion. And yes, he’s actually a lion.
While the French Riviera is teeming with creative directors and champagne-fuelled networking at the world’s biggest advertising festival, Johannesburg’s most majestic mane is stealing the limelight, and he doesn’t even need a pitch deck.
Born and bred at Johannesburg’s Lion & Safari Park, George is more than just a pretty face with a roar that echoes through the bushveld. He represents Publicis Groupe’s larger-than-life approach to reclaiming attention in a world saturated by digital noise.
It’s also a clever nod to the fast-growing creator economy, which industry leaders project will be worth hundreds of billions in the coming years. Influencer marketing is no longer a fringe strategy; it's a roaring force, and George plays perfectly into that narrative. He’s not just a mascot; he’s an icon for the kind of impact influencers—both human and animal—can have when backed by bold storytelling.
While George himself is still lounging in the South African bushveld, his image has been broadcast across social media and digital billboards at Cannes, making him an overnight sensation. Fans of quirky campaigns and wildlife lovers alike have flocked to learn more about George’s story and his home at the Lion & Safari Park just outside Johannesburg.
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Publicis is using George to challenge the traditional ways agencies try to win attention at Cannes Lions. The initiative aligns with the group’s broader strategy to champion fearless creativity and challenge the status quo. George the lion isn’t just symbolic; he’s a walking metaphor for the kind of courage brands need in today's attention economy.
Back home, George is living his best life under expert care, and his team at the Lion & Safari Park is proud of this massive achievement. "It was a big one", says his handler and best friend, Shandor Larenty.
For Joburg locals or tourists hoping to meet the world’s most famous lion, you can visit George in person and explore the park that’s now home to one of the most unexpected celebrities of Cannes Lions 2025.
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