Cannes Lions is the world’s biggest annual festival for professionals in the creative communications industry, and a major occasion in Facebook’s annual events calendar. innovision was engaged by the social networking giant to create a dedicated physical space at the heart of the festival through which to showcase Facebook and its portfolio of apps and services in a more public facing setting and take visitors, brands and clients on a journey of imagination, creativity and innovation. The challenge was to bring Facebook’s Campus in Menlo Park to the shores of Cannes and to present the portfolio of brands as one united family – one Facebook.
We took over La Plage Majestic Barrière on the Croisette, right in the thick of the festival action, and turned it into the home of ‘Hacker Square on the Beach’ – a bold and unique experiential presence, which brought Facebook’s culture and hacker spirit to life in every possible way.
During the day, Hacker Square provided a sophisticated, welcoming and hospitable place to relax, meet and engage with the brand family. Each morning, the space hosted a programme of ‘hacktivities’ – interactive sessions that showcased the best new gadgets and entertained with vibrant networking activities – from ‘back hacks’ (massages) and a street art masterclass, through to a ‘hacking rosé’ wine tasting session.
To further delight and engage with visitors, we devised a series of surprising moments to take place at random throughout the day. These included the appearance of sand artists on the beach, machete coconut cocktails and crepe making demonstrations, as well as live music experiences from a French Quartet and the likes of DJ Jazzy Jeff.
Other activities included a dynamic and playful video grid activation, daily mural paintings from a variety of street artists, an Instagram Portrait Studio with photographer Jesse Lirola behind the lens and a stylish Instagram Gallery space. In the evening, the venue opened up and was transformed for a series of parties and VIP receptions.
In addition to the physical activation, innovision also built a companion responsive micro-site, detailing event activity and further information on Facebook’s family of apps and services.
We succeeded in creating an engaging and fully immersive space in which Facebook’s clients could get up close and personal with the family of apps and services, as well as creating a ripple effect across the entire Festival with additional meeting spaces, activations and speaker engagements.
Hacker Square welcomed over 1,000 attendees on average each day over the course of the festival.
During the first three days of Cannes Lions festival, Facebook was the brand most associated with the festival from June 21-23, according to data released by Amobee.