C’est fini! The 2019 Cannes Lions International Festival of Creativity is a wrap, and we’re back stateside (a lot less sweaty and bit sun-kissed) and eager to share what we saw. A key insight from our three days on-site: High-level meetings and networking often take precedence over experiential activations at this event. So, brands that created experiences went big—in scale, touchpoints and after-dark entertainment. Each was careful not to impede the most important element of décor: the brilliant blue waters and golden sand of the French Riviera. So, grab that glass of rosé—or better yet, its refreshing frozen counterpart, frosé—and check out the brands that impressed us the most at the outset. Be sure to keep a lookout for EM’s August issue for more detailed coverage of the festival.
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Google Beach, open to consumers as well as badge-holders, didn’t skimp on activities for attendees. The first station was Le Scoop, which showcased the Google Translation tool through the Pixel phone. Brand ambassadors helped attendees navigate to the phone’s feature, which translates different languages on the spot through scanning text. After using the phone to translate flavors of ice cream, attendees then walked away with their choice of gelato. Other activations included a Google cap-maker, where festivalgoers designed their own Google caps with a Google Doodle of their choosing, a YouTube music smoothie bar, a YouTube augmented reality influencer experience, a Boomerang photo op with a swing, and a “no phone zone” relaxation area with Headspace meditation pods and chair massages. Agency: Set Creative, London.
Pinterest’s activation, the most colorful and playful on the beach, was themed around inspiration. The journey began in Discoveryland, where, after sipping a palate cleanser, attendees explored different sights, smells and tastes, stamping a card along the way with their preferences. Once attendees completed the activities, which included a synth experience and inhaling wafts of various scents, bartenders crafted a cocktail containing ingredients reflecting their choices. Another area was Playland, a color-saturated playground created in collaboration with UK artist Yinka Ilori, featuring a seesaw and spinner beckoning attendees to become children again. Lastly, in Dreamland, attendees laid on hammocks and listened to soothing music while gazing at ribbons overhead, each representing dreams expressed on Pinterest.
Facebook’s beach activation showed …read more