At every stage of our work, we aim to provide innovative creative solutions that create a scene to elicit emotions. From initial concepts, through to beautiful 3D renders and eventually the final production, we create scenes that immerse our clients’ audience’s senses in their brand world. But ultimately, whatever we produce, has to deliver on a specific client objective.
This was no different at this year’s Cannes Lions, where we created a wide range of activations. An awful lot went into the creative, design, planning and activation for each project, we hope you enjoy this peak behind the scenes to see how we created these epic moments for Roku and Yahoo in Cannes this year. Discover how we truly added value throughout the process.
Growing brand awareness for Roku
Roku may be one of the biggest streaming tech providers in the world, but this was their first foray at Cannes Lions. They, therefore, needed to make a splash on the beach front to grow an overall awareness of their brand in the streaming ads marketplace and be seen as an AdTech force.
Our initial concepts and ideation led us to believe that to gain pure brand awareness Roku firstly needed a beautiful, stand-out, memorable space. A simple cabana that has been time and time again in Cannes wasn’t going to cut it. They required a cleverly designed, multifunctional space to welcome visitors and host a variety of sessions and events to drive engagement with the Roku brand.
Although there are many restrictions in place at Cannes that define everything from materials used to the overall look of each branded space, we knew we needed to create a cut through space that hadn’t been seen before.
Our goal with this concept was to elicit feelings of trust and credibility to help Roku build new connections while gaining awareness. We brought this to life visually with a set of 3D renders to not only help Roku envisage what the space would look like but also help sell the idea into Cannes Lions themselves.
We decided to extend the floorplan from the cabana onto the terrace with bi-fold doors, to create a flexible space with a relaxing, open and enjoyable atmosphere. We erected a semi-permanent structure across the terrace to provide shade from the heat. The effect made Roku’s cabana look considerably larger (and more impressive) helping to give them an authoritative brand presence. Approval for these “out of the norm” installations can be challenging to obtain at Cannes, but our trusted team worked very closely with Cannes Lions organisers and the local authorities on the ground and made it happen!
The multifunctional, open space meant Roku could run a large variety of content sessions with an increased capacity meaning many more guests could experience the activation and ensuring increased brand awareness.
Elevating Yahoo as a thought leader and deepening connections
Yahoo’s message at Cannes Lions was clear. We create the meaningful connections you need to grow your business. To push this message and strengthen Yahoo’s position as a thought leader, we leaned into their “people first” content pillar to help their visitors create ‘meaningful connections’. In the ideation stage, we wanted to design an activation with people at its heart, both physically and metaphorically.
From start to finish we considered the flow of people through the space. Their entrance, exit and movement through the environment, increasing visitors dwell time by showcasing a variety of ways to interact with the brand and have maximum opportunities to make a connection. We created the 3D renders to visualise how this can be best achieved.
Creating a versatile space that felt brand new from dawn till dusk is what made this execution especially successful. The space provided creative inspiration and an array of events, from content sessions, dinners and drinks to an incredible beach party into the night with no other than Fat Boy Slim on the decks.
Our design combined the Yahoo brand, with its bold purple and geometric shapes, into the beach location in a stylish and fun way. This attractive space pulled Yahoo’s target audience to attend incredible content sessions, providing inspiration, new connections and strengthening Yahoo’s position as thought leaders.
With our clients’ strategic goals in mind, and a creative approach at every stage of our process, we were able to help our five global clients welcome over 5,000 visitors to this year’s Cannes Lions.
We can’t wait to get back to Cannes for the MIPCOM in October!
If you’d like to find out how DesignScene can help elevate your brand through creating immersive and emotive scenes contact us at info@designscene.com
