Netflix Cannes Lions
Challenge
As Netflix's experiential partner for the fourth consecutive year, we were challenged to deliver an invite-only experience on the rooftop of the JW Marriott that captured attention and generated buzz throughout the festival.
The programme extended beyond the daytime activations with a fully-fledged restaurant with complimentary F&B and exclusive VIP events. CMOs were invited to a Nobody Wants This-themed dinner, where the rooftop was transformed into environments inspired by the series, creating a culinary journey linked to the show’s narrative. Later in the week, Netflix's Late-Night event featured an exclusive comedy set from Ali Wong, followed by a rooftop transformation into an afterparty, complete with a secret speakeasy, live music, and entertainment.
Alongside the experiential delivery, we served as Netflix's exclusive content partner throughout the week, managing end-to-end production for 24 deliverables encompassing all official press photography, social content for Netflix's channels, and talent photography, including coverage of the Nobody Wants This cast.
Solution
Visible along the Croisette, the iconic 3D Netflix 'N' signalled the return of the experience. Built around the creative concept "Netflix Fan Club", the rooftop transformed into a celebration of Netflix's fan communities.
Guests entered through The Fan Den, a curated arrival space decorated with vibrant Y2K-inspired fly-postering and references to Netflix’s most-loved titles. At the centre of the rooftop, the Fandom Pavilion served as a social hub featuring bright and bold graphics, guests could order drinks, socialise, and watch live sports.
Surrounding the pavilion, a series of immersive activations showcased Netflix’s advertising opportunities and content portfolio. The Fan Mail activation invited guests to create and send personalised postcards inspired by Netflix IP, while Fan Atelier offered exclusive merchandise, customisation opportunities and a claw machine. Le Tudum and the Soda Pop Shop reimagined fan culture through playful retail-inspired environments, drawing on magazine culture, K-pop fandom, and collectables.
Impact House immersed guests in four Netflix worlds (K-pop Demon Hunters, Emily in Paris, Bridgerton, and Wednesday) through experiences like a karaoke room, a costume display, a regency-inspired salon, and a Wednesday-themed graveyard installation. Alongside this, a dedicated Live Sports zone celebrated the week’s sporting events with reimagined NFL, Women’s World Cup, and boxing environments, engaging photo opportunities, and immersive experiences, including a digital players’ tunnel walkthrough complete with crowd soundscapes.
