During the month of June, the annual Cannes Lions International Festival of Creativity took place bringing together the biggest names of advertising and brands in one place to showcase to over 15,000 people.
What caught my attention is that some of the biggest brands were able to generate immersive, creative and innovative activations while remaining within their identity. What do I mean by that? Well, let’s start with Pinterest and their activation, the “Pinterest Manifestival”. This activation brought a physical version of the application to life. Attendees were able to create jewelry with new and thrifted items, and even get tattooed in the onsite tattoo parlor with unique designs inspired by Pinterest trends.
Next, we have the Netflix rooftop activation which included an Emily in Paris inspired cafe which during the day offered pastries and coffees and at night transformed into a champagne & oyster bar. Other spaces included a dalgona cookie challenge based on Squid Games, a “sports club bar” an ode to all the sports series on the platform and even a Bridgerton inspired mini croquet area.
Last but not least, we have Nespresso with the “Nespresso Plage” activation featuring exclusive events with world renowned chefs, taste testing of new featured flavors and a buy and chill coffee shop. All of this with a backdrop that left all of the attendees California Dreaming.
In conclusion, while activations offer a thrilling platform to unleash creativity and showcase innovations, it's crucial to ensure they authentically reflect and amplify your brand's core values. Let your brand's essence shine through every creative endeavour, leaving a lasting impression that resonates with your audience and solidifies your brand's identity. For many brands, activations serve as a prime opportunity to introduce new products and innovative ideas on the horizon. These events highlight upcoming attractions and what to watch for, creating anticipation and excitement. With numerous creators invited to preview these items, their followers become eager and enthusiastic to see these new products, amplifying the buzz and anticipation even further.
Written by: Gabrielle Telemaque
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