Facebook Cannes 2018
Role: Experiential Art Director
Agency: We’re Magnetic
Cannes is where the global community of creative, forward thinking, leaders come together once a year to celebrate what we’ve made together, and to inspire each other to achieve new heights by daring to challenge the status quo.
But well beyond the Palais des Festivals, the panel discussions, the main stage, or the trophies— there’s a wider community that’s equally as important. One that is eagerly listening, watching, and waiting for what comes out of Cannes.
Our job is to make their time spent with us valuable, no matter where they are or what their title.
We’re Magnetic collaborated with Facebook to produce its presence at The Majestic Hotel & Beach during Cannes Lions International Festival Of Creativity aimed at engaging the global creative community and the Young Lions. This is one of the most important events they host each year–showcasing the full family of Facebook Apps and Services.
The beach space consisted of brand and product activations, main stage programming, catering, daily activities and messaging points, and hands-on education and inspiration— all tying back to Facebook’s brand message around community, social good, and creativity.
The hotel space hosted seven private rooms for client meetings, a full service lounge and work space, and separate spaces for private events.
In addition, special moments to help foster the Young Lions community were curated as well as VIP dinners and hospitality parties that were hosted at night both within Facebook’s transformed beach space and throughout the city of Cannes. These moments were aimed to forge new relationships, and strengthen existing ones.
The Challenge
Managing Facebook's entire presence at Cannes required a holistic approach across multiple venues, including the FB Beach, the Pier, and the Majestic. The objective was distinct: Facebook needed to show up humbly. We were tasked with shifting the brand perception away from a corporate entity to one infused with warmth. The goal was to build brand love, establish trust, and showcase the brand as "The Family of Apps and Services".
Facebook is a purposeful creation.
Made by humans, to support human nature.
Easing interaction, strengthening relationships, connecting people everywhere, creating a globally community by enabling communication to flow freely.
In creating our event, we want to focus on the warmth behind the brand purpose, highlighting how the the technology behind Facebook enhances and support human nature. To make this come to life, we brought the digital aspect behind the brand down to earth, and found our inspiration from nature and the location itself.
OUR APPROACH: VISUAL CONCEPTOur visual language was inspired by the organic lines found in nature, representing the fluid flow of communication and global interconnectivity.
This aesthetic drove the functional space design, activation concepts, and the overall physical manifestation of the brand.
Entryway Welcome Desk
Render
RealityIntuitive wayfinding and coastal lounge seating set the tone for a relaxed, community-first experience
Thoughtfully crafted to elevate what matters most.
Entrance
Community Garden
Plant Your Ideas for Good
As our curated video content shows, Facebook is not just a place, but the place to share our ideas for social good. After being inspired by our video content, we’ll provide a fun and engaging way for guests to take action themselves. At our paper flower station, guests can easily share their own ideas for a better world, ranging in scale from personal, to communal to global.
As guests come together to add their flowers to the structure, they'll bring it to life—gradually transforming it into a vertical community garden filled with ideas for good.
Renders
Entrance
Stage
Studio
Facebook Pier
Beach Lounge Space
Community Garden & Lounge Space
Instagram Story School
ARL + Creative Workshop
Messenger
Activation
Aerial View
Salon Diane
Meeting Space