Editor’s Note: Multiple brands once again descended upon the Côte d’Azur for the Cannes Lions International Festival of Creativity to entertain marketing, advertising and comms professionals with innovative content and technology activations—from Adobe’s “living gallery” of creativity to Netflix’s rooftop showcase to Pinterest’s “Manifestival.” Below is an excerpt of Event Marketer’s brand experience roundup. Go here for the full story.
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Word on the Croisette has it that Cannes is sizzling-hot, and we’re not just talking about the convergence of the world’s top creatives. High temps and humidity at the annual Cannes Lions International Festival of Creativity, this year June 16-20, have made cool spaces and cold treats a premium (hello, brand opportunity) as top advertising, marketing and comms leaders—and, now, a large cohort of creators—unite for a week of education, inspiration, recognition, community networking and, of course, experiences.
A flock of major companies once again landed in France to deliver hospitality, outlets for creativity, forward-thinking content and technology activations across yachts, beaches and, in the case of Yahoo, a “motel.” Follow along for a breakdown of brand experiences that brought the heat at Cannes Lions 2025.
ADOBE’S LIVING GALLERY
Adobe once again took over the Hôtel Barrière Le Majestic Cannes with an activation billed as a “living gallery of creativity in action.” Along the hotel terrace, attendees could explore artworks crafted by members of the creative community using Adobe tools. Plus, inside a hidden boutique within the Majestic, visitors could take the Creative Types quiz, personalize a festival tote and browse limited-edition goods created by artists like Futuremood and Jen Stark.
ALBERTSONS’ GROCERY STORE
Inside Medialink Beach, Albertsons Media Collective curated a grocery shopping experience that showcased how it aims to bridge the gap between physical and digital shopping, allowing attendees to pickup products that inspired culinary creativity. With a focus on innovation, the brand also revived The Garage, a collaborative, garage-themed space that played host to clients, platforms and partners, who discussed the future of retail media.
AMAZON’S PORT
Amazon descended on Promenade de la Pantiero with its biggest Cannes Lions activation yet, Amazon Port, back for a third consecutive year and anchored by a “quiet luxury” theme. The installation built off of last year’s concept and was inspired by insights derived from Amazon Ad’s new research around generational divides. The study challenges demographic-based targeting and advocates for uniting audiences based on shared passions, not dividing them by age.
For the full story and photo gallery, head to Event Marketer.
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