Just as wildfires blaze across Alberta – triggering air-quality alerts and evacuations as far east as Ontario – a group of jurors has selected a piece of Canadian-developed wildfire-detection tech to be judged in Cannes, where the global advertising community will convene in less than two weeks. The timing couldn’t be more foreboding.

“Wildfire Watchtowers,” by Publicis for Rogers, earned Canada’s sole shortlist spot in the Innovation category, released this morning by the Cannes Lions festival organizers. The team behind the project – which has been billed as “a fire alarm in the forest” – will make their way to the French Rivieria the week of June 16 to 20 to present the project to a group of industry leaders, led by Innovation jury president and Kickstarter CMO Courtney Brown Warren.

The wildfire-detection system uses AI-powered sensors installed on 5G towers to monitor vast remote areas in real time. By scanning, identifying and reporting early signs of wildfires (up to 16 minutes faster than other systems) the technology helped prevent 54 fires in 2024 alone. Rogers has, over the past few years, been leading the way when it comes to investments in wildfire detection, particularly in British Columbia. The organization has partnered with companies, such as Pano AI and SpaceX, to install AI-powered cameras in an attempt to assist in fire prevention and preparedness.

There were only 26 programs and projects shortlisted for an Innovation Lion this year. The presentations and Q&A sessions – where shortlisted entrants are required to pitch their work on a stage in the Palais – is open for festival delegates to watch live and in-person. The jury will then review and discuss the entries, deciding which ones will be awarded Gold, Silver or Bronze.

While Canada will be represented in Innovation, the country was shut out of the Dan Wieden Titanium Lions, which Edelman global CCO Judy John will lead in jury deliberations as president of the category for 2025.