Cannes Lions 2024: 60+ Ways Brands Stole the Show at the Creativity-Packed Festival

Pinterest once again hosted its creativity-sparking Pinterest Manifestival space at the Carlton Beach Club, the waterfront space in front of the Carlton Cannes. The brand worked with global creative agency Amplify on the activation.

The colorful, immersive space invited attendees to step inside a real-life version of the platform, emphasizing its ability to take users from inspiration to action.

Highlights included a charm bar, where visitors could create unique accessories and jewelry from an assortment of new and thrifted materials, beads, charms, and chains with BONBONWHIMS. In another area, artist Sophie Hird collaborated with attendees to create custom bags, constructed entirely out of repurposed materials like football jerseys and sports paraphernalia. Other creation stations included creating marble-dipped accessories with London Sneaker School.

The activation also included a real tattoo parlor with artist One by One Tattoo, who curated one-of-a-kind designs for attendees inspired by worldwide Pinterest trends.

Guests could also get personal color consultations with expert Siân Clarke, who curated special hues based on individual hair colors and skin tones.

And, of course, what's a Pinterest event without some great photo ops?

LinkedIn's activation also leaned into a bright color palette with the cleverly named "LinkedIn: The Place to B2B" activation.

The LinkedIn activation took over three floors of the Carlton hotel, and hosted panel discussions, a live studio, and multiple meeting spaces designed to foster connection and creativity.

LinkedIn's Cannes presence was designed and produced by Bait Shoppe for the second year.

Meta Beach in 2024 was all about connections, showcasing the power and possibilities of the brand’s technology to develop new opportunities for growth. For the fourth year in person, Jack Morton Worldwide led creative execution, production, and thought leadership at Meta Beach, along with collaborating agency DE-YAN and a returning guest collaborator, the world-renowned artist and stage designer Es Devlin.

Guests experienced bespoke-to-Cannes activations featuring the latest in AI, Reels, Ray-Ban Meta smart glasses, and Meta Quest 3 mixed reality VR.

The highlight moment was Devlin’s Reels Cinema, an immersive mini-theater that seemed to emerge right out of the sand. Showing inside the cinema was a short 9:16 vertical film titled There Is No Other, focused on eliminating the seeming separation between people and a reminder of the transformative power of human connections.

The space also featured photo ops like a giant pair of sunglasses, plus sand sculptures, edible balloons, workshops, and panel discussions. Click here to watch a video recap.

This year, Reddit’s Cannes activation was rooted in the idea that every second, over 100 people append Reddit to their Google searches (example: “best cleanser for oily skin + reddit”) to get to the heart of authentic and contextually relevant recommendations. The eye-catching build first brought attendees upstairs to start with an installation that spotlighted a real review from Reddit, pulled from r/Makeup, that showcased how Redditors keep reviews authentic in contrast to the competitor example.

In another space, there was a recommendation stimulator that guided guests through real user-generated content (UGC) that enabled them to discover beauty tips, consider auto recommendations, and validate travel decisions—and how brands can show up as part of this journey.

There was also a mini-golf game that signified the decision phase of the purchase journey. If attendees got a hole-in-one, they could keep the recommended product (sunscreen, cleansers, nail polish, a Tide pen, etc.) along with purchase behavior insights.

Attendees could also sign up to become a Redditor on site and get a custom engraved pin with their username on it. There was also an interactive display with three hero products to educate advertisers on some of the brand’s newest “keys” available to unlock the context of a conversation on Reddit at each phase of the purchase journey: Conversation Ads, AMA, and Shopping Ads.

The space also hosted programming throughout the week, and daily prize drops like DoorDash gift cards, Dr. Jart+ moisturizer, perfume, and headphones.

Spotify Beach was a sunup-to-sundown hub of activity, with daytime sessions from the likes of EGOT winner John Legend, 10-time Grammy-nominated singer Janelle Monáe, singer-songwriters Tyla and Shaboozey, and executives from brands like PepsiCo, Coca-Cola, and Adobe.

The waterfront space also hosted a live Spotify-themed game show. Hosted by creator Robyn DelMonte, co-hosts Jordana Abraham and Jared Freid squared off against Colin Rosenblum and Samir Chaudry from The Colin and Samir Show. Contestants were tested on how well they know their podcast partners, as well as their opinions on the latest podcast trends.

Spotify Beach had a variety of interactive, immersive experiences, including a Jam Bike offering daily Jam playlists for guests to contribute to, a personalized Mix Bar featuring beach-vibes music, an interactive coffee bar where guests could listen to podcast recording sessions live, and more.

The brand also hosted two evenings of buzzy concerts featuring Benson Boone, Tyla, Shaboozey, and Arcade Fire, plus a DJ set from Justice.

On June 17, Spotify also hosted its annual Spotify Soirée at a scenic villa in the mountains of Cannes. The evening featured an acoustic performance from Legend, as well as DJ sets from Tinea Taylor and Pearl Thusi. Guests included Jessica Alba, Joe Burrow, Her Royal Highness Princess Beatrice of York, Alix Earle, and Sophia Bush.

Working with experiential agency Seen Presents, Netflix returned to Cannes Lions for its second year, hosting a vibrant rooftop takeover at JW Marriott Cannes. A massive version of the brand's logo could be seen along the Croisette; it was supported by an LED screen that showcased messages throughout the week to keep attendees engaged.

Throughout the space, guests experienced vignettes inspired by some of Netflix's biggest titles as well as various meeting areas and food and beverage stations.

Highlights included an Emily in Paris boulangerie featuring branded bread loaves, coffees, and pastries transporting attendees into the world of the hit series. By night, the space became a Champagne and oyster bar.

The Senna zone featured an interactive game based on F1 qualifying lap tournaments to test the reaction times of attendees. The space featured replica F1 track lights, a '90s-inspired pit wall, and vintage tires to further immerse guests.

At an interactive Squid Game dalgona cookie-based challenge, guests attempted to beat the clocks as they navigated their way around a series of wired shapes without getting shocked.

Other spaces included a replica set for The Gentlemen, which included a pool table and was turned into a secret UV experience at night; a Bridgerton zone with a mini croquet area and a floral-filled photo moment; a Stranger Things zone with prop replicas and a “Scoops Ahoy” ice cream bar; and “The Sports Club” bar, which celebrated the rising presence of sports on Netflix. At night, guests enjoyed a set from globally renowned DJ Kaytranada.

TikTok hosted an immersive activation in the garden of the Carlton Cannes. A collaboration with Jack Morton Worldwide, the space consisted of multiple cleverly named touchpoints including the Fit Check Foyer, the Creator Station, and the Trend Trolley. Each space was intended to show how TikTok fosters creativity and ideas that lead to brand growth. Click here to watch a video recap.

The Wall Street Journal’s Journal House moved to a new location this year, taking over a prime location along the Croisette. Under the vision and leadership of Ollie Smith—executive director of events and international strategy at Dow Jones and The Wall Street Journal—Journal House was a multistory live journalism playground featuring speakers such as will.i.am, e.l.f. Beauty CMO Kory Marchisotto, Grammy Award winner Diplo, and actor and producer Yara Shahidi.

The WSJ team worked with brand experience agency Cheerful Twentyfirst on the activation, which hosted 24 events throughout the week. (Fun fact: Cheerful Twentyfirst delivered 12 diverse brand activations at Cannes Lions 2024!)

The WSJ Bistro was a new addition to Journal House. The fully branded cafe provided attendees with a newsworthy and shareable dining moment throughout the week.

The Wall Street Journal also debuted the first-ever digital twin of Journal House in the metaverse, available from June 17-20 at journalhousecannesvirtual.dowjones.com. Guests attending in person or remotely through any web-connected device could immerse themselves in an interactive virtual version that mimicked the tactile experience of being physically present on site. Powered by MeetKai’s AI-enabled digital twin technology and metaverse platform, the creative tool allowed attendees to engage with event activities, event sponsors, and exclusive content from previous WSJ events with the help of AI-intelligent avatars equipped with comprehensive knowledge of the venue, plus MeetKai’s latest chat feature enabling attendees to interact in real time.

This year, global creative marketing agency BMF designed, developed, and executed the build out of The Female Quotient's signature Equality Lounge, a destination for women in business and conscious leaders to convene and discuss actionable steps to close the gender gap.

Held in the Hôtel Martinez penthouse suite overlooking the Mediterranean, the Equality Lounge served as a weeklong hub for thought-provoking programming, interactive experiences, and networking opportunities. A daily schedule of panels, which was curated by The Female Quotient team, featured leaders from Delta, Deloitte, Microsoft, TikTok, PepsiCo, and more; panels were held in front of seated audiences and livestreamed on monitors across the deck.

To bring The Female Quotient’s branding to life, every design element reflected the brand’s color palette of brushed rose gold, black, olive green, and ivory. Greenery and fresh fruit provided colorful accents, while the suite’s sleek, modern furniture completed the style.

In addition to the penthouse interior, BMF created a seamless transition to the outdoor deck, which featured settees, seated tables, and a bar area in the lounge’s motif.

A studio and production booth were built for one-on-one interviews; there was also a lounge area, a charging station, and a snack station in collaboration with Uber. Also on site? "Confidence styling" by IPSY, plus a professional headshot station.

For the second year in a row, Stagwellʼs Sport Beach united top athletes with the festival’s audience of brands, marketers, and creatives. Billed as a “sports stadium on the beach,” the bold, eye-catching space featured two podcast studios framing the stage, which hosted back-to-back programming from more than 170 speakers. Other highlights included run clubs in partnership with Hearst Magazines, plus exercise classes, live music, a wine and spirits festival, open-play basketball, private pickleball competitions, flag football games, and more.

There was also a sponsored North Face climbing wall on site, plus a dedicated fan zone for Euro football fans. Stagwell collaborated with Cheerful Twentyfirst on the activation.

Talent included Carmelo Anthony, Sue Bird, Megan Rapinoe, and Sean White—plus Kansas City Chiefs tight end Travis Kelce (shortly before he was seen tearing up the stage at The Eras Tour in London!) and his brother, retired Philadelphia Eagles center Jason Kelce.

Yahoo Beach showed up with a fresh and modern vibe that celebrated the brand’s heritage and invited people into the future. The setting featured a CD wall backdrop, iridescent graphics, a 10-foot-tall infinity mirror, and an arch-designed stage backdrop that framed the sea.

DesignScene was the design and production partner for the activation.

As night fell, the space came alive with numerous client and partner events, culminating in a late-night party featuring a performance by The Chainsmokers.

Cheerful Twentyfirst also collaborated with AI-powered advertising platform Smartly on its sophisticated two-floor penthouse takeover at Cannes. The space hosted programming throughout the week, including conversations with Academy Award-winning director Ben Proudfoot and Grammy-nominated artist Kelis.

The space came alive with full furniture styling and leaned into the brand's visual tones. Lavender accents and scents completed the multiroom activation.

A rooftop with 360-degree views hosted more conversations and culinary experiences.

Marriott Bonvoy hosted Longer Tables with José Andrés, a live podcast recording between the renowned chef and restaurateur and Anthony Capuano, president and CEO of Marriott International. The pair discussed culinary and travel trends, building stronger connections by fueling passions, and how brands and travelers can take action to shape a better world.

Guests could also enjoy canapes and cocktails at the Marriott Bonvoy event, which was produced by BMF and held at Scalini Restaurant at JW Marriott Cannes.

Media measurement and optimization software company VideoAmp hosted VideoAmp Village. The pop-up lounge hosted daily meetings and a variety of panels on topics ranging from challenges in the CPG ad space to increasing ROI in pharmaceutical advertising and diversity in data measurement. Turnkey handled the event's execution, while Barrett Hofherr handled creative and Agence A.D.R handled hospitality.

VideoAmp's VALID Café kept Cannes Lions attendees fueled with coffee and fresh smoothies daily in the morning. Happy hours in the afternoon featured branded coconuts to sip out of while enjoying good vibes from a local DJ and playing a round of pétanque. Guests could enjoy a sweet treat daily by visiting the VideoAmp Village ice cream cart, which featured a rotation of fun flavor combinations with mix-and-match toppings.

TelevisaUnivision, the world’s leading Spanish-language media company, showed up in a big way, bringing its global Latin influence to the Croissette with an inaugural late-night party on Tuesday at Bisous Bisous Club. Featuring an acoustic set from Rauw Alejandro and an electrifying set from Diplo, the event—centered on the power of music driving culture—saw 400-plus guests dancing the night away and experiencing La Cultura. The event was produced by BMF.

At the T-Mobile Advertising Solutions Cabana, guests donned magenta sunglasses to decode hidden messages, fostering insights into consumer connections. The brightly colored cabana aimed to offer a tranquil escape from the hustle and bustle of the Croisette.

It was designed and produced by DesignScene.

Interpublic Group (IPG) hosted its first full-scale Cannes activation, IPG Common Ground at The Carlton, bringing the marketing community together to explore how creativity, technology, and social impact intersect. Located at the Carlton Cannes, the activation offered a daily slate of educational content and conversations.

It also offered a dedicated space for IPG attendees to meet with clients and prospects. Experience agency Jack Morton Worldwide led production and was heavily involved in the creative direction for the space.

For its annual presence at Cannes Lions, Adweek—fresh off of a media rebrand—opted for an inviting, cabana-like space just off the Croisette, with rooftop views overlooking the Mediterranean and the Carlton Cannes. Paris Hilton was a star attraction at the speaking panel called “The Creator Economy"; other guests included famed media and marketing gurus Scott Galloway and Kara Swisher, plus Deepak Chopra and many more.
>br> Additional highlights included a portrait studio, two full-service bars, a glam area with beauty products and giveaways, and a custom post-panel broadcasting booth where guests could answer questions for social media content.

The Braze cabana proved that good things come in small packages. The bright, vibrant space hosted meetings and allowed guests to grab their Cannes survival kit essentials and then chill on the terrace with a frosé in hand. It was designed and produced by DesignScene.

Back at the festival for its second year, Albertsons Media Collective welcomed attendees to its oceanfront space on MediaLink Beach. Called "The Collective Bungalow," the indoor-outdoor space hosted a variety of thought leadership discussions throughout the week.

Programming included “A Television Revolution” happy hour, a measurement lunch and learn, sessions diving into topics like “The Power of Retail Media Through Creativity,” and more.

Infillion returned to Cannes Lions with a presence at Mondrian Cannes. This year's Infillion Café hosted a blend of social events and creative content, delving into topics like the dual nature of AI in creativity, evolving standards in attention measurement, navigating DEI challenges, the transformation of the sports fan, and post-COVID work dynamics.

Throughout the week, NBCUniversal showcased how the brand engages audiences across screens and languages to bring stories to life and drive advertising effectiveness at scale. In its designated space, Le Studio NBCU, the global media and entertainment company hosted programming with various partners like OMG and the ANA’s AIMM.

The space also hosted business meetings, happy hour events, and curated dinners, as well as CMO NOW exclusive interviews with global marketing and business leaders.

Julie Thompson's 17th annual Thursday night VIP Dinner Club was powered by the Out of Home Advertising Association of America (OAAA) and co-hosted by Adweek and MediaVillage.org. The event was intended as a relaxing respite at the end of a whirlwind week; it offered fine rosé tastings, ultra-luxe Tequila Komos, and light bites from La Paillote de Gaston Gastounette's gastronomic buffet.

The ANA’s AIMM—the Alliance for Inclusive and Multicultural Marketing—took a public stand at Cannes this year by enlisting companies to set up a series of Belonging Lounges. The dynamic space moved from stage to stage, welcoming everyone at the festival to engage with leaders and innovators who are at the forefront of fostering inclusivity in the marketing industry. The lounges were hosted by partner companies in different places each day—NBCUniversal (Monday), Vevo (Tuesday), Nielsen (Wednesday), and Getty Images and MediaLink (both Thursday).

Uber Advertising hosted attendees for a series of thought-provoking discussions in its Uber Villa space. The team also offered late-night pizza at the famed Cannes pizzeria Le Vesuvio on the Croisette.