At this year’s Cannes Lions, the growing presence of content creators alongside senior marketers pushed brands to evolve their creative strategies and deliver more intentional, personalised experiences. With individuality and content creation now central to engagement, many activations at this year's festival were designed to offer unique, shareable moments tailored to this shifting audience.

While on site delivering our third consecutive rooftop takeover for Netflix, our team explored how leading tech brands made their mark at the annual festival of creativity, making the intangible, tangible.

Amazon Port

At this year’s Cannes Lions, Amazon Port transported attendees into a world of hyper-personalised, immersive experiences across their key platforms:

At Twitch, guests took a quiz to unlock a custom keychain matching their unique persona, while Amazon Live featured a rotating lineup of live streamers broadcasting throughout the week.

Over at Amazon Influencer, visitors cooled off with bespoke ice lollies and browsed curated storefronts, as Prime Video served up genre-inspired slushies at the ‘House of Every Flavour’.

In the Amazon Web Services Fragrance Lab, a quick chat with AI assistant, Nova, revealed a personalised mood board, which inspired a unique take-home scent for guests.

Meanwhile, Fire TV invited guests to discover their fate with Zoltar the Fortune Teller, and IMDb offered a nostalgic dive through cinematic decades via a personality quiz at the Time Machine Theater.

Agencies: Salt Productions and Pinch

Manifestival

Pinterest is no stranger to Cannes Lions, usually claiming its spot on the beach - but this year, they took their presence to new heights. Literally.

Raised above ground level and brought to life with vibrant plexiglass panels forming a colourful mosaic across the space, this year's ‘Manifestival’ turned heads and drew in crowds from the Croisette, nearby hotels, and beyond.

Upon entry, guests were welcomed by a massive custom mural featuring five fictional personas inspired by Pinterest Predicts, from a citrus-toned agency girlie to a butter-yellow brand builder.

The Pinterest Predicts theme flowed throughout the activation, with hands-on, deeply personalised experiences. Attendees crafted their own ‘Dolled Up’ tin wallet with charms and mini accessories, stopped by the ‘Pinterest Patisserie’ to design a sweet treat based on a personality-style quiz, and could receive fisherman-core inspired tattoos at the iconic parlour, before heading to ‘Riso Remix’ to create unique risograph posters with Gabriella Marcella and her Risotto Studio team.

Meeting rooms extend out over the pier, each in a unique colour, with sea views from every angle - this iconic activation was an unmissable spot at this year's Cannes Lions.

Agency: Amplify

Meta Beach

This year, Meta’s impressive space focused on how creators and brands can use their tools to tell better stories and connect with audiences.

The Reels Skate Park, created in partnership with Mark Blow and graffiti artist Remio, marked a clear departure from last year’s setup. Leaning once again into cultural relevance, it invited guests to create content inspired by the skating community - showcasing how fast, easy, and impactful Reels can be for self-expression and brand building.

Beyond Reels, Meta showcased new AI-powered tools through immersive activations:

- SeamlessExpressive: Translates guests’ voices into other languages while retaining tone and intonation.

- MelodyFlow: Enables users to create original music tracks with AI.

- Hanging Sound: A sea of hanging phones offers guests a chance to live translate their voices using Meta’s generative AI.

Guests also tried out Ray-Ban Meta smart glasses, asking Meta AI anything and receiving real-time answers, and cooled off with Whatsapp’s ice lollies while exploring new ways to stay connected.

Agency: Jack Morton