Innovating at the centre of creativity.

The Cannes Lions International Festival of Creativity is an icon within the advertising and communications industry. It represents the benchmark for creative excellence in global creativity, and provides a career-defining experience for delegates and award-winning creatives alike. But the experience had become formulaic. Teams needed inspiration and leaders wanted to work differently to innovate on the Festival’s experience.

Our work began with an immersion into the brand, experience, and internal ways of working. What emerged was an awareness of the Festival’s connection to the global business of creativity, its importance in driving the success and prosperity of several industries and its impact on the development of future talent. 

We helped Lions’ internal teams collaborate and co-create to reimagine the end-to-end Festival strategy and experience. What resulted was a new proposition for the Festival and a deep focus on delegate engagement and experience design. We generated new and novel experiential strategies, competitive and partner-driven strategies and programs, learning experiences and concepts. We then visualized the entire experience to support with production and activation. The reimagined experience has since helped the organization work in new ways, transform its position in market, and evolve its value proposition for customers.

The result is a reinvigorated working culture, a deep focus on making the Festival distinct and experiential, and a pathway to build and sustain distinction and leadership in market.