Venue: Palais des Festivals
Event type: Festival and activation
About the event:
Now in its 71st year, held annually in Cannes, the Cannes Lions International Festival of Creativity is home to the world’s most prestigious advertising awards. Celebrating creativity, effectiveness and innovation in the global advertising, marketing and communication industries.
Brief:
Showcase’s client of over nine years, commissioned them to work on this prestigious event following the success of their delivery the previous year.
This year’s remit was increased from delivering six activations in 2023, to 10 activations this year. Showcase were asked to manage each brand in line with the client’s end requirements. Each activation was an individual sponsor, requiring entirely specific design, build and project delivery to ensure the integrity of each brand was maintained and impact maximised.
Solution:
Working for 10 very different brands, including Whalar, BCG, Vevo, Toptal, Ibotta, Chase, Kroger, Innovid, Scripps, and Cannes Lions Speaker Lounge itself, meant Showcase had 11 different projects to run along the same timelines. They approached each one on an individual basis creatively, commercially, and operationally to allow the deliverable elements of each activation to be fulfilled as one project. The number of account directors and design team was expanded to manage all briefs and designs.
Whalar
Whalar was a pleasure to work with for a third year running incorporating a similar terrace set-up to last year to host content sessions with the likes of Whalar’s founder and Will.I.Am, which was accompanied by a bespoke built stage and LED backdrop. Inside their cabana tents, they built a custom-made digital spinning wheel activation to display rotating content from different pillars of their business, this was in the middle of a gallery-themed display topped off with a bespoke ‘whale’s tail’ branded entrance.
BCG
BCG had a versatile space created with a stunning beach view. Individual soundproofed meeting pods gave their delegates privacy when needed, alongside the open plan lounge seating area with a LED wall backdrop which was the perfect setting for hosting their TED talks. Showcase reused build elements from working with BCG last year at the event, including their welcome desk and their iconic branded green arches which created the perfect shading for outdoor content and interviews on the terrace.
Kroger
Kroger had a busy content schedule so they needed a versatile space that allowed them to welcome delegates, have private meetings but also shoot content on the terrace with interviews and fireside chats. The custom bar outside, equipped with slush machines, allowed the client to have fun while entertaining. This was definitely a cabana space that really had it all, including all the AV tech, screens, speakers and handheld mics which Showcase provided but also assisted in facilitating the sessions.
Innovid
Innovid had a bright and airy cabana with a less is more approach, Showcase built in a convenient private meeting space and storage room with sliding pocket doors. Outside on the terrace featured a branded bar, an outdoor screen for beachside demonstrations and a movable planter amongst the mix of low and high-level seating which allowed Innovid to create semi-private areas when needed.
Chase
Chase were all about bringing the beach vibe indoors with a fully open plan space with clever storage solutions for all of their branded merchandise which was integrated within their bespoke welcome desk and catering area. Informal meeting spaces were created quickly and efficiently using custom-built slatted room dividers that were practical and aesthetically pleasing. Touches of the blue and white branded colours were brought to life through rugs, cushions and home décor items giving this space a very welcoming feel.
Toptal
Toptal’s main focus was their custom-built branded bar out on the terrace where they could entertain delegates in the Cannes sunshine, a real buzz during happy hour! The inside space had a statement wall with a custom-printed 3D logo and lounge furniture to create the perfect setting for their internal filming and interview needs.
Ibotta
Ibotta wanted a fun, bright statement wall on the terrace to reflect their bold brand and that is exactly what Showcase delivered! It created the perfect picture moment with branded coloured ribbons blowing in the breeze connected to a standout centre logo piece which also doubled up as a lovely backdrop for their outdoor catering feature.
Vevo
Vevo attracted a lot of attention with their huge LED wall on the outside of their cabana tent attracting delegates as they walked past. Displaying music videos with audio which were pixel perfect complimented by bespoke speaker planters on their terrace. A minimalistic vibe to allow for colourful music artist prints to stand out on the walls with a mix of high and low seating to flex with their informal and formal schedule at the event.
Scripps
Scripps’ cabana showed off different divisions within their business with individual content screens and also an attractive prop wall. Digital tickers, a bespoke Emmy award, a branded football and basketball net were just a few elements that added interest and personalisation to the space. And on the terrace a custom-built ‘how can you jump’ activation to encourage interaction with the delegates proved to be a fun way to represent the sports side of the business.
Cannes Lions Speaker Lounge
The Cannes Lions Speaker Lounge was home to all speakers at the event, with a similar set-up that Showcase had previously created for the client last year but with some added 2.0 extras to elevate the space. This included bespoke built lockers for storage which were very useful throughout the event and also a Meta x Rayban activation where Showcase custom built a table with branded lightbox feature to help show off their latest glasses and tech collaboration.
Delivery:
The event installation was a five-day build managed over seven production managers and a 70-person crew. This included 40 carpenters, six AV technicians, four furniture installers, local crew and six vegetation installers. All equipment and furniture were delivered on six mega cube trucks running on palm-free HVO fuel to France. The team was on site for the entire five-day live event, which had various degrees of production and an 18-hour dismantle.
Project Service Summary:
- Design
- Manufacturing and Build
- Large format print
- AV
- Furniture
- Plants
- Production Crew
- Production Management
