Eurobest has opened entries for its 39th edition, with this year’s updates focused on the evolving role of creativity, technology and advertising’s impact across Europe.
Among the key changes is an updated Creative Data category, which will now recognise work where data is not simply a tool for executing an idea, but a fundamental part of the creative concept itself. New areas also cover privacy-first personalisation and innovation in media solutions. Entrants will be expected to demonstrate how data contributed both to the creative idea and to business results.
New AI Craft categories
The 2026 programme also introduces new AI Craft subcategories, recognising work where human creativity and artificial intelligence come together to produce outcomes that would not have been possible through traditional approaches.
AI Craft will be featured across Design, Digital Craft, Film Craft, Industry Craft and Creative Data.
Other updates include a new IP and Brand Identity & Storytelling subcategory in Design, Holistic Wellbeing & Mindful Living in Health & Wellness, and Use of Humour as a new area within Healthcare. Following the introduction of retail media categories in Media and Creative Commerce in 2025, retail media will now also be recognised in Creative Strategy and Creative Data.
Stronger integrity requirements
Eurobest is also introducing additional measures to strengthen integrity in the judging of entries. New requirements will apply to the accuracy of submitted information, evidence supporting claimed results and the permissions required for submitted work.
The changes form part of the implementation of the LIONS Integrity Standards and are supported by the new LIONS Integrity Handbook.
Eurobest Young Creatives returns
The Eurobest Young Creatives Competition will also return in 2026, giving young professionals from across Europe the opportunity to work on a real brief and present their solutions to an international jury.
Registration for the competition will open in September, with further details to be announced ahead of the launch.
Key dates
- 8 September 2026 – entries open
- 15 October 2026 – entry deadline
- 6 November 2026 – live briefing
- 9 December 2026 – winners announced
A special webinar will also take place on 9 September, featuring previous winners, jury members and the LIONS team. The session will cover the 2026 updates, offer practical advice on entering and give participants the opportunity to ask questions.
More information and webinar registration are available here.
