CANNES, FRANCE—Cannes Lions is known as the festival of creativity—and brands sure took that to heart this year with beachside activations, cabanas, and yachts.
The festival—which hosted its first in-person gathering since 2019 from June 20-24—draws a crowd of top marketers, advertising heads, thought leaders, and celebrities for a week of award shows, education sessions, panels, and activations. To keep this seen-it-all crowd engaged and impressed, top brands like Meta, Pinterest, Spotify, Reddit, The Wall Street Journal, NBCU, and many more leaned into out-of-the-box activities, immersive experiences, celebrity keynotes, and high-profile concerts.
Scroll down for a look at some of the coolest ways brands showed up at Cannes this year.
Meta Beach
Meta Beach—located in front of the Majestic Hotel on the Croisette—brought together all of Meta’s brands in one space for the first time and bolstered programming with education sessions, daily workshops, experiential activations, and of course, plenty of Instagrammable moments. A colorful, mirror-filled entrance set the tone for the clean, modern, and architecturally interesting space.
Photo: Luke Hayes
The main panel area featured an oversize, 3D version of the Meta logo. The Meta team worked with Jack Morton on production, technical, creative execution, and project management for the activation.
Photo: Luke Hayes
One standout aspect was the Reels Superstudio, designed in collaboration with Argentinian-Spanish artist Felipe Pantone.
Photo: Luke Hayes
Designed to showcase the features of the Reels format, the studio featured several rooms where guests could literally step inside Pantone’s colorful art. Attendees could watch tutorials with tips, and then use AR (augmented reality) effects accompanied by music and transitions to make their own memorable Reels.
Photo: Luke Hayes
Another area at Meta Beach allowed guests to experience Horizon Worlds via Meta Quest. In the AR-focused space, guests could don headsets and explore Cloud Beach, a virtual world Meta designed specifically for the Cannes audience.
Photo: Luke Hayes
Reddit Explorer's Club
Reddit drew attention with a custom-build clubhouse located just outside the Palais. The colorful, interactive Reddit Explorers Club aimed to help brands and marketers understand the power of Reddit and the influence of its most passionate communities.
In an attention-grabbing moment, the exterior of the space featured a series of statements that passersby could upvote or downvote, just like they would on the platform.
In an attention-grabbing moment, the exterior of the space featured a series of statements that passersby could upvote or downvote, just like they would on the platform.
Photo: Courtesy of Reddit
The activation aimed to evoke the sense of exploration, curiosity, and community the platform can generate. Appropriately, the space adopted a travel theme with an installation of suitcases offering a unique photo op at the entrance. Signage at the wall promoted Reddit’s power to help users “find their people.”
Photo: Courtesy of Reddit
The main room, called The Den of Discovery, was a museum-like space highlighting interesting artifacts and moments from Reddit’s history, including framed printouts of iconic posts, a model build of a r/WallStreetBets rocketship, a photo op with the popular “This Is Fine” meme from the webcomic Gunshow, and even a faux bookshelf that opened for a "rickroll" moment. Other highlights? The “Cartography Corner,” a product demo of Reddit’s keyword targeting capabilities, along with a custom arcade game where guests could test their knowledge of internet lingo.
Photo: Courtesy of Reddit
Upstairs was a shaded rooftop deck, which hosted breakfasts, happy hours, and a stage with various programming.
Photo: Courtesy of Reddit
Pinterest Beach
One of the week's most talked-about activations was Pinterest’s vibrant space, which popped up at the Carlton Beach Club and was produced by Amplify. Rather than focusing on heavy programming or brand promotion, the space aimed to serve as an inspiring oasis for creators. In a memorable touch, guests entered through an immersive, black-and-white tunnel that used word art and sounds to emphasize the distractions and anxiety the internet can often bring to people's everyday lives.
Photo: Courtesy of Pinterest
As guests emerged from the tunnel, they were greeted by serene ocean views and a colorful space that intended to highlight everything that was different about Pinterest in comparison to its online counterparts. Various activations were inspired by Pinterest trends, including a hair station where guests could get bejeweled up-dos or mermaid hair extensions, as well as spaces for ocean-inspired nail art, neon makeup, and even real fine-line tattoos.
Photo: Courtesy of Pinterest
Throughout the week, various creators hosted creative workshops like screen printing, mindful drawing, and sneaker customization.
Photo: Courtesy of Pinterest
A series of meeting rooms were set up on the pier, offering full ocean views, and pin-inspired chairs were a playful nod to the brand's name.
Photo: Courtesy of Pinterest
'The Wall Street Journal''s Journal House
The Wall Street Journal's Journal House, which hosted over 15 premium events throughout the week, was intended as a space for guests to connect, host meetings, or relax. Each morning kicked off with Wall Street Journal newsroom-led interviews featuring leaders in the marketing and advertising world, including actor Ryan Reynolds, Peloton CMO Dara Treseder, and Google CMO Lorraine Twohill. There were also panels from sponsors Deloitte and Viant, sessions from the WSJ Opinion team and The Trust, and an invite-only lunch for CMOs.
Photo: John Scrivener of Spirited Pictures
Each day wrapped up with Sundowners and Storytelling, where guests joined their peers on the rooftop terrace for a spritz or glass of rosé and exchanged notes—and anecdotes—from the festival. The house was situated on the end of yacht row and offered memorable views of both the harbor and the beachside activations.
Photo: John Scrivener of Spirited Pictures
Experiential agency Cheerful Twentyfirst handled design, production, fabrication, and AV production for Journal House, while photo and video came from Spirited Pictures, food came from Giry Traiteur, and beverage came from LiquidChefs.
Photo: John Scrivener of Spirited Pictures
Shutterstock's 3D Gallery Experience
Shutterstock hosted a vibrant Cannes activation showcasing its 3D marketplace, powered by TurboSquid. The colorful, futuristic experienced used AR, VR, and 3D elements to highlight the brand’s 3D collection and capabilities. Guests were welcomed via an animated entrance installation.
Photo: Courtesy of Shutterstock
Inside, attendees could be photographed at a portrait studio from photographer David Fisher and interact with an AR exhibit, which utilized guests' smartphones to unlock custom 3D effects and sample Shutterstock’s 3D marketplace via an on-site showcase. The activation was also home to various panels, with topics like ensuring diversity in the metaverse, demystifying NFTs, and more. The activation was produced by Civic Entertainment Group.
Photo: Courtesy of Shutterstock
'The New York Times' Lemonade Stand
The New York Times teamed up with Cheerful Twentyfirst for a booth and lemonade stand that evoked New York City as a way to welcome Wordle into the media brand's family of games. Attendees could stop at the activation, which was located just outside the Palais, to play games like Spelling Bee, Tiles, The Crossword Mini, and a bespoke edition of Wordle that was created just for the festival.
Photo: Claire Hoffman/BizBash
Amazon Port
Amazon Port marked the brand’s first-ever Cannes activation, bringing together Amazon Ads, Amazon Studios, AWS, Twitch, and Wondery in one large space. Guests were welcomed by larger-than-life, mirrored letters.
Photo: Claire Hoffman/BizBash
The Amazon activations hosted a variety of discussions centered around creativity, DEI, and other hot topics throughout the week, along with morning workout classes, happy hours, and a buzzy performance from LCD Soundsystem. Jack Morton handled content, digital, social, and registration, while Salt did the design and build.
Photo: Claire Hoffman/BizBash
Spotify Beach
Spotify Beach was one of the festival's buzziest spaces due to its high-profile nightly concerts, which featured headliners like Kendrick Lamar, Dua Lipa, and Post Malone. In addition to drawing hordes of fans who watched from the sidewalk, the beachside activation itself could house up to 1,000 VIPs for the concerts. During the day, the space featured tables and other seating for panel discussions.
Photo: Claire Hoffman/BizBash
The activation also had a number of clever elements promoting Spotify's products and capabilities, including a bar that featured custom cocktails based on the brand's best-performing podcasts. And at the Blend Bar, guests could order a coffee or smoothie and get a custom playlist based on what mood they were in.
Photo: Getty Images
Also at Spotify Beach, an ice cream bar featured custom flavors based on Spotify's Culture Next trends report.
The activation also had a particular focus on sustainability: All plastics and paper were recyclable, and drink straws were fully compostable. The coffee at the Blend Bar was sourced fairly and sustainably through a barista partnership with Orang Utan Coffee project.
The activation also had a particular focus on sustainability: All plastics and paper were recyclable, and drink straws were fully compostable. The coffee at the Blend Bar was sourced fairly and sustainably through a barista partnership with Orang Utan Coffee project.
Photo: Getty Images
A podcast studio was housed at the end of a pier at Spotify Beach.
Photo: Getty Images
Snap & 'Vogue's AR Exhibition
Snap partnered with Vogue to deliver an AR exhibition called "Vogue x Snapchat: Redefining the Body," curated by British Vogue editor-in-chief Edward Enninful. Open to the public, the activation featured a series of eclectic, fashion-forward rooms curated by designers like Gucci, Dior, Balenciaga, and Versace. As guests explored the space, they could use Snap’s Lens technology to scan codes, which revealed AR experiences that let them virtually try on clothes in front of a mirror.
Photo: Claire Hoffman/BizBash
WBD Beach
Warner Bros. Discovery’s debut at Cannes Lions featured a variety of programming and happy hours, including a Shark Week-themed beach party.
Photo: Claire Hoffman/BizBash
NBCU's BravoCannes
NBCUniversal’s Cannes presence comprised both a cabana and a yacht. The slate of programming, called BravoCannes, leaned into Bravo’s fandom with a design-forward clubhouse where, among other panels, Andy Cohen hosted a version of Watch What Happens. There was also a meeting room inspired by Top Chef—complete with hanging pots and pans as decor—along with an outdoor deck inspired by Summer House and a “virtual bazaar” shopping experience, where guests could scan a QR code to shop.
Photo: Courtesy of NBCU
On their yacht, NBCUniversal and Bravo also hosted a Below Deck-themed party that featured DJ sets from Boy George and Vangelis Polydorou.
Photo: Courtesy of NBCU
Twitter Beach
Twitter's serene blue and purple beachside activation was flanked by large signage featuring tongue-in-cheek tweets.
Photo: Claire Hoffman/BizBash
Infillion Garden
Digital advertising company Infillion hosted the Infillion Garden at the Majestic Hotel. The three-part experiential journey used a variety of VR experiences to walk guests through Infillion’s capabilities. The space also promoted its Cannes Lions app, which used proximity awareness tools to reward guests for visits to the Infillion Garden along with partner spaces, including MediaLink, FQ, BeetTV, and VaynerMedia. The more an attendee visited or dwelled at these locations, the more tokens they earned. At the end of the week, app users could redeem their tokens to donate to the UN's Refugee Agency plus receive a special gift from Infillion.
Photo: Courtesy of Infillion
The Hubilo Retreat
Of course, we have to give a plug for BizBash's first-ever activation at the festival. A partnership with event tech platform Hubilo, "The Hubilo Retreat" was docked in a prime location just outside the Palais des Festival, and offered a relaxing and inspiring place for event and marketing professionals to connect via networking opportunities, shared meals, top-tier education sessions, entertainment, and more. See more: An Event Prof's Oasis: See Inside BizBash and Hubilo's Yacht Activation at Cannes Lions
Photo: Overflow Creative
