BRAND AWARENESS

How we work with companies looking to elevate their brand to the wider Creative Communications industry.

Brand awareness is one of the key reasons why many of our partners first come to Cannes Lions. Over the years, this has evolved from the more traditional branding-led opportunities to complex activations which elevate how well-known a sponsor is to the industry. We have achieved this through talent and training competitions, out of the box gifting solutions and peer-to-peer networking opportunities. The three stories we outline here all answered very different briefs and requirements but with the central need to heighten their festival presence.

EZXR – Creative AR Summit

EZXR noticed a disconnect in the way that AR is used in the creative industries. Creatives lacked understanding on how to apply creative thinking to AR technologies, and the technologists on the other side needed to think more creatively.

EZXR worked with us to unlock this problem for some of their most important customers. We developed a live event for them that blended creative learnings with cutting edge technology.

Day 1 – A creative summit for 400 people from across China’s creative communications industry.

  • The summit featured a range of talks including Creativity Matters, presented by Phil Thomas and a presentation from Marcelo Pascoa, Global Head of Brand at Burger King.

Day 2 – A 24-hour academy which brought together 30 agency-side creatives alongside 30 client-side technologists/ AR experts to answer an AR brief set by WWF China.

  • The 60 academy students were split into eight groups and presented their ideas to a specially curated jury. The jury then judged the work and decided on a winning team.
  • The ideas presented including gaming led solutions, a diversity and inclusion app and an augmented reality programme which placed endangered species directly into everyday life.

For EZXR this provided an amazing opportunity to gather together their two target audiences, showing them how technology can be central to the process of delivering creative led AR campaigns.

Huge – The Change for Good Hackathon in partnership with Amazon

Huge wanted to disrupt the traditional sponsorships commonly seen at the Festival whilst using the Lions platform to raise awareness about the agency’s unique capabilities to combine tech & creative. As a company that prides itself on its maker culture they chose to host a “Change for Good” Hackathon in 2018. It was so successful, the agency re-created the competition and held it again for the 2019 Festival.

Bringing together competitors from across the world in partnership with Amazon and the Earth Day Network, Huge mentored six teams of competitors who worked Monday - Thursday on building a real solution and campaign for Earth Day 2020. In addition to hosting the live event, Cannes Lions helped Huge promote the competition on a global scale and provided a final mainstage showcase on the Terrace on Friday, where the competitors showcased their ideas and a winner was announced, allowing Huge a global platform to showcase their agency’ mission: making things people love. The winning Hackathon teams from 2018 and 2019 continued their work post-Festival, launching real products and campaigns into the market, earning global press recognition along the way.

Klick Health – Problem Solvers Gifting Programme

Klick Health wanted to increase brand awareness as a full-service partner by showing up as “Problem Solvers” for Cannes Lions delegates. With gathering thousands of people in the south of France, there comes a plethora of travel problems. From dehydration to jet lag, to Mediterranean sunburns, delegates are always in need of travel essentials. This was the insight that helped Klick Health become a problem solver.

Cannes Lions organised a gifting programme that allowed Klick Health to pass out branded essentials to a highly targeted and receptive audience within the Palais des Festivals. This happened throughout the week with different giveaways going ahead each day.