Journal House at Cannes Lions : The Wall Street Journal
Despite an increasingly digital business model, the Wall Street Journal (WSJ) wanted a tangible presence at Cannes Lions 2019. The annual gathering of the international advertising and creative communications industry in the South of France was identified as the perfect opportunity to reconnect with the global Chief Marketing Office (CMO) community.
In response, Cheerful Twentyfirst developed Journal House, a communications playground for Cannes creatives. Built in one of the most picturesque locations in Cannes, the prestigious two-storey beach house was a vibrant communications hub for the brand.
Journal House was full of activity, from panel discussions, meetings, and dining experiences to parties and wellbeing experiences. There was even a play by the National Theatre. The WSJ events were standouts at Cannes and CMO guests were able to recharge, reconnect and relax. The layout and contents of Journal House facilitated insightful discussions and productive meetings.
The venue was highly visible thanks to four huge WSJ windsocks, and a subtle current of WSJ branding flowed throughout the build, from neon logos and WSJ napkins, to branded cushions. A flexible build allowed the layout to change daily to accommodate a variety of events, including a party space hosting a gig by star DJ Mark Ronson.
Over five days Journal House saw a footfall of more than 2,000. The event generated significant revenue through sponsorships and attendees, and also garnered appreciative press coverage. Digiday.com named it the ‘Best Brand Space’ at the festival.
“There is clearly a lot of attention to detail here and hard work in producing an event and brand space that screams Wall Street Journal.”
“The branding and design here is eye catching.”
“If you can't find a venue, why not build one? An excellent event and brand space delivery.”