The Heat Is On: Why Experiential Agencies Have the Toughest Job at Cannes Lions
The unsung heroes of Cannes transform the Croisette and battle seemingly-impossible logistics in sweltering temperatures, while the rest of the industry schmoozes, writes LBB’s Laura Swinton Gupta.
“It's unlike any other event we deliver, the environment changes everything,” says Becca Ratcliffe, managing partner at Bearded Kitten, of the Cannes Lions Festival of Creativity. “You're shipping an entire build to the south of France, grafting in 30-degree heat, working with local suppliers and navigating a completely different way of doing things. Add in the fact these are tentpole moments for global brands, with plenty of senior stakeholders keeping a watchful eye.”
The Ultimate Busman’s Holiday
For experiential agencies, Cannes Lions is something of a busman’s holiday. The rest of the advertising and marketing community heads to the south of France to celebrate, learn and schmooze clients and talent. As tech companies and media brands compete with each other to show up with the slickest, most eye-catching and interactive activation along the Croisette, by the Palais and, increasingly, up side streets and in hilltop villas [check out some behind-the-scenes case studies here]. Experiential agencies bring it all to life. Doing so, it must be noted, under the watchful eye of potential clients, the competition and the most discerning audience of world-leading creative directors. No pressure then?
“I would describe it as a higher standard rather than added pressure. Pressure is part of the puzzle that is in all the work we do,” says Craig Millon, global president at Jack Morton, the agency behind DoorDash’s festival space. “Cannes is unique because the audience understands the craft. They're marketers, creatives, strategists, producers, technologists, and brand leaders who know what great experience design looks like. You can't rely on spectacle alone. Every decision, from the strategic idea to the smallest executional detail, is viewed through a professional lens.”
Cannes is a uniquely informed audience. People arrive hoping to be inspired, surprised and immersed because they're surrounded by the very best work in the industry," agrees Giorgia Golzio, 3D designer at Seen Presents, who worked on the Netflix activation. "That naturally raises the bar. With Netflix, the expectation is even greater. As an invite-only experience, there's an exclusivity that comes with stepping through the doors, so guests arrive expecting something special. The challenge isn't simply to create something visually impressive, it's to deliver an experience that feels worthy of both the brand and the audience's expectations."