Twitter, Cannes Lions
Designed and delivered a series of engaging environments for Twitter to connect with their customers at the Cannes Lions Festival. Focused on the #PowerOfNow to showcase the immediacy of their content.
Our creative process
We were tasked by Twitter to create a series of engaging experiences at the Cannes Lions Festival which brought to life their new platform The #PowerOfNow and created opportunities for the sales teams to connect with customers. The #PowerOfNow represents the immediacy of the content generated across the entire suite of Twitter’s products.
The competition at Cannes typically takes a more traditional approach to their live experiences, tending to focus on white, clinical spaces or the more obvious beach themed environments. We wanted to embrace Twitter’s passion for celebrating the natural habitats and real world occasions when birds congregate and communicate to create something truly stood out.
We wanted to ensure there was one powerful, creative platform that underpinned each of the experiences while at the same time acknowledging The #PowerOfNow. Our idea, ‘The Outside In’ – gave us the opportunity to use real, living materials such as trees, woods, vegetation and moss to bring a sense of nature into each of our spaces. By applying this philosophy throughout we were able to create a natural habitat for discussions, give people really memorable experiences that felt unique to Twitter and provoke onward conversation.
There were multiple expressions of the platform across four key environments at Cannes. The focus was the #TweetSuite with multiple installations and meeting spaces, the #TwitterBeach served as a nest-like escape for customers, Le Cache was an immersive and intriguing VIP dinner in a medieval courtyard and the Influence Council meeting was an intimate conversation space in the grounds of an iconic villa.
Each of the spaces were then infused with specific Twitter products and services that meant the experiences reached many more people than those lucky enough to be there in person. From roaming Periscope teams to a Twitter studio and the Niche Studio content was constantly being captured and shared across Cannes and the world.
91% of people surveyed said the overall execution was very good or exceptional.
#ThePowerofNow generated 150 million Twitter impressions in just one week.
"Twitter's Tweet Suite is a little piece of heaven @CampaignAsia @twittercomms #cannes2015 #canneslions2015"/ @Byravee