The Cannes Lions International Festival of Creativity 2024 once again proved to be a global stage for innovation and creativity, captivating over 15,000 attendees from around the world. From immersive experiences to thought-provoking discussions, the festival showcased how brands are pushing boundaries to create unforgettable engagements. In Claire Hoffman’s detailed coverage, she highlights how major brands like Pinterest, Meta, LinkedIn, TikTok, Spotify, Netflix, and The Wall Street Journal turned heads with their unique and captivating experiences.
Original Article By Claire Hoffman: Top Brand Activations From Cannes Lions 2024 | BizBash
Explore our favorite highlights below and discover how these brands not only stole the show but also left a lasting impact at Cannes Lions 2024.
Pinterest’s Manifestival: Bridging Online Inspiration with Real-World Engagement
At the Carlton Beach Club, Pinterest transformed digital aspirations into tangible experiences with their Manifestival. Guests explored charm bars, customized bags, and even got spontaneous tattoos inspired by Pinterest boards. This fusion of online inspiration and real-world engagement made the Manifestival a standout at Cannes Lions 2024.
Key Highlights:
– A standout feature was the BONBONWHIMS charm bar, which allowed attendees to unleash their creativity by crafting one-of-a-kind jewelry and accessories using a diverse selection of new and upcycled materials.
– Collaborative art session led by Sophie Hird, transforming repurposed materials into custom bags.
– Marble-dipping workshops hosted by London Sneaker School for creating personalized accessories.
– Tattoo parlor offering custom designs inspired by global Pinterest trends, curated by One by One Tattoo.
Netflix’s Rooftop Takeover: Bringing Shows to Life
Netflix took over the rooftop of JW Marriott Cannes, transporting attendees into the worlds of their beloved series. From the chic Emily in Paris Boulangerie to interactive Squid Game challenges, the activation offered a blend of immersive experiences and themed entertainment that delighted fans and newcomers alike.
Key Highlights:
– Emily in Paris Boulangerie offering themed pastries and a sophisticated evening Champagne bar.
– Attendees took part in a Squid Game-inspired dalgona cookie challenge and explored thematic zones like The Gentlemen, Bridgerton, Stranger Things, and a Sports Club bar.
– DJ Kaytranada set the stage for a night of celebration and entertainment.
Yahoo Beach: Modern Vibes and Thought Leadership
Yahoo Beach redefined brand engagement with a modern setup celebrating its history while looking to the future. Key speakers discussed generative AI and leadership in media and technology, while nighttime events featuring The Chainsmokers added an electric touch to insightful discussions, making Yahoo Beach a dynamic hub at Cannes Lions 2024.
Key Highlights:
– Yahoo Beach featured modern designs with shimmering graphics, CD wall backdrop, a 10-foot-tall infinity mirror, and an arch-designed stage backdrop overlooking the sea.
– DesignScene partnered to provide the design and production of the activation.
– The space transformed at night with client and partner events, concluding in a late-night party highlighted by a performance from The Chainsmokers.
Stagwell Sports Beach: Where Sports, Creativity, and Culture Converge
Stagwell Sports Beach brought together sports enthusiasts and industry leaders for a unique blend of athletics and creativity. With top athletes, interactive activities like podcast recordings and AR experiences, and themed events like the wine and spirits festival, it offered a rich tapestry of culture and engagement.
Key Highlights:
– Activities included run clubs with Hearst Magazines, exercise classes, live music, a wine and spirits festival, open-play basketball, private pickleball competitions, and flag football games.
– The activation featured a sponsored North Face climbing wall and a dedicated fan zone for Euro football enthusiasts.
– Athletes and podcast personalities such as Carmelo Anthony, Sue Bird, Megan Rapinoe, Shaun White, Travis Kelce, and Jason Kelce were featured, and hosted recordings of their popular podcasts at the event.
The Wall Street Journal’s “Journal House”: Innovation and Insight
The Wall Street Journal’s Journal House emerged as a beacon of innovation with its multistory venue and stellar speaker lineup. Discussions ranged from the future of streaming to the impact of AI, complemented by immersive elements like the digital twin and collaborative events that underscored its role as a center for creativity and entrepreneurship.
Key Highlights:
– The Wall Street Journal introduced the first-ever digital twin of Journal House in the metaverse, allowing guests to immerse themselves in an interactive virtual version of the venue and engage with event activities and sponsors through AI-intelligent avatars and real-time chat features.
– The WSJ team partnered with Cheerful Twentyfirst on the activation.
– The WSJ Bistro introduced a dynamic addition to Journal House, offering guests an immersive dining experience with a blend of insightful and creative news article placemats.
Meta Beach: Pushing Boundaries with Technology and Creativity
Meta Beach showcased the intersection of technology and creativity with innovations like AI and Meta Quest 3. Attendees experienced Reels Cinema and engaged in workshops and panel discussions that explored the future of human connection, cementing Meta’s reputation for pushing creative boundaries at Cannes Lions 2024.
Key Highlights:
– Innovations in AI, Meta Quest 3, and immersive experiences like Reels Cinema featuring the film There Is No Other, emphasizing the power of human connections.
– Workshops and panel discussions.
-There were also numerous Meta-themed props to take photos with and fully engage with the activation through.
Reddit at Cannes: Authentic Recommendations and Engaging Experiences
Reddit’s activation centered around the power of recommendations, with over 100 people integrating Reddit into their Google searches every second. The standout engagement greeted attendees upstairs with an installation featuring real reviews from Reddit, sourced from communities like r/Makeup, highlighting Redditors’ commitment to genuine feedback.
Key Highlights:
– Real user-generated content guided guests through beauty tips, auto recommendations, and travel decisions.
– Attendees played a mini-golf game representing the decision phase of the purchase journey, with prizes including recommended products and purchase behavior insights for those who got a hole-in-one.
– Guests had the opportunity to register as Redditors and receive personalized pins engraved with their usernames.
Spotify Beach: Music, Games, and Live Performances
Spotify Beach buzzed with activity from sunrise to sunset, featuring daytime sessions by John Legend, Janelle Monáe, and executives from PepsiCo, Coca-Cola, and Adobe.
Key Highlights:
– The waterfront space featured a live Spotify-themed game show with Robyn DelMonte, Jordana Abraham, Jared Freid, Colin Rosenblum, and Samir Chaudry, testing contestants on podcast knowledge and trends.
– Other experiences included a Jam Bike with Daily Jam playlists, a customized Mix Bar with beach-inspired music, and an interactive coffee bar where guests could listen to live podcast recordings.
– Late-night concerts by Benson Boone, Tyla, Shaboozey, Arcade Fire, and a DJ set by Justice.
Cannes Lions 2024 set a standard for creativity and innovation in marketing, with each brand activation offering unique insights and experiences. From Pinterest’s interactive Manifestival to Meta’s cutting-edge technology, the festival demonstrated how brands can captivate and engage audiences in meaningful ways, paving the way for future innovations in the industry.
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Original Article By Claire Hoffman: Top Brand Activations From Cannes Lions 2024 | BizBash