At the 2018 Cannes Lions Festival of Creativity, News UK wanted to make a big splash to attract a prestigious guest list to their brands.
Cheerful Twentyfirst was tasked with creating a standout event to generate opportunities with their top-tier brand and agency partners. Our challenge was to attract and engage this audience. But with hundreds of brands fighting for recognition and traction along the coast, we had to think outside of the box.
Our solution was to leave the coast behind.
High in the hills above Cannes, we created the News Château.
By moving the venue away from the shore, we were able to showcase all ten of News UK’s brands in one unique and spectacular location.
The News Château hosted a 4-day programme that included discussion panels, speakers, lunches, experiential dining, meetings, and parties. Every night the infrastructure of the venue was reinvented to create a fresh brand experience for the new day’s programme. Kylie, Idris Elba and Fatboy Slim provided the soundtrack to some game-changing evening celebrations.
The News UK brand was amplified throughout the festival, with huge illuminated beacons in the centre of Cannes serving as pick-up points for branded taxis to take guests to the News Château. Upon arrival, guests were treated to a holistic brand experience where every detail was considered to reflect the brands presenting and our summer garden party theme.
By re-defining the Cannes festival setting, we were able to fulfil all the needs of the client and create bespoke experiences for every brand in the News UK family. In the process we became the most talked about experience at the festival.