Making Google part of the conversation at the Cannes Lions

 

Making Google part of the conversation at the Cannes Lions

Celebrating what Google does best

The Challenge

Cannes Lions have faced challenges over the last year with high profile groups pulling out and questions over the relevance of the awards to the industry. How do we make Google’s activity at the awards even more effective in the face of that criticism?

Our Approach

A more relevant beach experience for more of the audience: the decision maker, the agency group, the award winner, and the young creative. With evenings dedicated to the decision makers, private dinners for the Executives, morning workshops for the next generation of creatives, alongside relevant and honest talks and inspiring performances, Set Creative created a laid back beach environment.

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Brightly colored and beautifully weathered spaces housed demos including a robotic drawing arm, an arcade style grabber, a voice powered cocktail maker, an immersive theatre-like YouTube experience, musicians, speakers and queues of people making custom Google Doodle Caps.

The Results

In the face of criticism of the festival as a whole, we created a more relevant and memorable beach experience for more of Google’s authentic audience.

“The whole week was epic. Our best Cannes yet by far. The beach was something else, magical. So vast and yet so perfect - I don’t know you all do it and manage to make it better each year.” Google Events Producer

“You are all amazing. An amazing team, an incredible agency and we’re very lucky to have the honour to work with you!” Google Marketing Director

“You raised the bar. Again.Every little tiny detail, even things you think no one noticed, added up to a wonderful and pure experience of our brand, and the funnest place - by far- in the whole of Cannes.” Google Brand Studio Director