What’s shaking and shaping today’s creative agenda? How are brands leveraging the power of experience to tell stories, inspire change and create advantage?
Brand experience agency and WXO Member 2LK went to Cannes Lions 2024 to find out the top experiential marketing themes emerging at the event – as well as which brands truly took hold of the experience advantage to connect with festival-goers.
Top 5 Experiential Marketing Themes
1. Meaningful AI Is On The Rise
It’s been less than two years since ChatGPT exploded onto the scene and there’s been a conversational shift, from concern around the unknown to a rapid adoption mindset, driven by the pace of integration into our daily lives and workplaces. (For more on this, check out How AI Will Enhance The Experience Economy Today & Tomorrow.)
- While real examples of effective use cases are still tenuous, AI is definitely more than just a buzzword now.
- Senior Leaders such as Tusar Barik of LinkedIn and Dara Treseder of Autodesk were clear that AI is a catalyst for creativity, and our industry should be excited about the future.
- Adoption is critical: 75% of global knowledge workers now use AI, and 50% of employers now look for these skills.
- Curation and prompts will be key. The Microsoft prompt experience was a great example of this.
2. But Analogue Isn’t Going Anywhere
In an era of rapidly advancing technology which touches every facet of our lives, there’s been an undercurrent of yearning for tangible and authentic experiences. (For an example of IRL worldbuilding that capitalises on analogue, handmade design, check out 3 Worldbuilding Lessons From Wake The Tiger.)
- AI is catalysing the consumer craving for in-person experiences and human connection.
- This trend is driven by a need for tactile contact, a respite from digital overload and an appreciation for mindfulness.
- The buzz at Cannes Lions was testament to this hunger for human interaction.
- Brands which provided excellent spaces to nurture these relationship-building moments were Pinterest, MediaLink, LBB Beach and, on a smaller scale, The Female Quotient on the roof of the Martinez Hotel.
3. Strategy Is The Bridge Between Creativity & Technology
Although always a vital part of marketing, the emphasis on strategic thinking has become even more critical as AI allows us to have more headspace for blue sky thinking. (For more on how to seamlessly integrate creativity with cutting-edge technology, check out How To Craft Digital Experiences That Move People).
- Of course, creativity can never be replaced, but it also needs purpose behind it.
- The way to harness this purpose is through the triple whammy of creativity, technology and strategy.
- The three are inextricably linked.
- As we get more skilled at prompting, our methods for producing content will completely change, as will organisational roles and responsibilities.
4. Brand-Led Marketing Is Taking Over For B2B
B2B marketing is shifting away from the traditional sales-led approach towards a brand-led one. (For more brand event inspo, check out The Immersive, The Epic, And The Disappointing: Brand Experience Buzz From SXSW).
- B2B marketing is experiencing a renaissance – confidence in the sector is growing, as is investment.
- Traditionally, B2B events could be stuffy, corporate experiences, but there’s been a change in mindset from dry, fact-heavy tech/product-focused stories to human-led ones to encourage emotional connection.
- This focus on brand elevation fosters relationships and provides longer-term equity.
- B2B brands are flipping the script on what modern, in person experiences should look like, taking inspiration from the B2C world. Meta embraced this at Cannes with their Reels Cinema, Ray Ban x Meta glass maze room and their Meta Quest 3 VR headset.
5. Lead With Basic Needs
A shout out to the brands who inherently understand that providing some simple utility for audiences is a must! (For more on how to create operationally successful experiences that support the creative idea, check out What Creatives Can Learn From Operators: Learnings From 20 Years At Disney).
- Brands that are succeeding in the experiential realm understand their audience and tailor their approach to the situation.
- Events are, of course, primarily about human connection and emotion. If our basic requirements aren’t being met, or there are situational distractions, we’re unable to fully immerse ourselves in the experience.
- Serving up exactly what we needed at Cannes Lions were McDonald’s with their free McFlurrys, Ascential’s Palais chillout area, and Amazon’s free glow-up station.
Which Brands Delivered The Experience Advantage?
1. Amazon Port
Amazon A’ Maison took the prize for showstopper activation at the 71st Cannes Lions. The scale, programming and stunning use of space delivered a buzzy and vibrant experience. The whole ecosystem was a perfectly balanced combination of play and content which delivered in a powerful way.
2. Meta
With plenty of AI integration and interactivity across a number of activations, Meta accurately represented their brand. The Es Devlin ‘Reels Cinema’ built within their footprint was a winner – an artist-led cinematic project, created with purity and dedication. Showcasing the power of Reels through the immersive film “There Is No Other”, the level of craft in the film elevated it infinitely.
3. MediaLink
Premium networking, meeting and thought leadership space design was showcased at MediaLink, with VIP business experience at its heart. Connected conversations were empowered on a huge scale, producing a week of unforgettable experiences and programming for a C-Suite audience.
4. Pinterest
Pinterest delivered as per usual. Their Manifestival was by far the most fun activation on the Croisette. Firmly directed at a Gen Z audience, visitors could make LEGO flowers, have their colours read, get a tattoo, tie dye a pair of Crocs, or cut out their own tote bags. While the space was vibrant, engaging and well thought out, it could feel a little busy at times.
5. LinkedIn
LinkedIn was the place to B2B, a beautiful, relaxing rooftop space at the Carlton Hotel. The design was a reinstall of 2023, however it continued to embody Cannes vibes with stunning archways and a subtle tweak to their usual brand palette. The content programme was on point, including the worldwide premiere of ‘Everybody’s Business’, a new documentary exploring the rise of B2B marketing.
6. Microsoft
Microsoft’s space was cool and open, with optimal views of the sea and brilliantly impactful messaging. It felt pared back, but in a good way, within a cluster of chaos. They cleverly cut through the AI noise with a straightforward gallery of work named ‘Discover the Art of the Prompt’, which was highly effective in its simplicity.
7. Stagwell
A masterclass in how to stand out from the sea of sails, Stagwell Sport Beach was an interesting double deck cubic construction with 60% more physical space than 2023. Dubbed the ‘premier destination for sports business discussions’, they hosted amazing, curated content, which enabled partners to get fully behind the concept, and sports activations such as Meta Pickleball.
The WXO Take-Out
Whether you’re a brand looking to stage an experience at Cannes Lions 2025, or an experience creator looking to create an engaging experience that connects with your audience, there are a few key pro tips to consider:
- Think of the visitor experience: make sure you’re meeting those basic needs at every point in the journey.
- Keep it simple: don’t try to do too many things at once or you’ll overwhelm your audience.
- Create a space where people can forge connections.
- Don’t be afraid to take a risk: appeal to your audience’s inner child (while staying true to your brand).
- Make the most of the location: incorporate it into your design.
To get more insights from experts in the Experience Economy, attend digital and IRL events, and access our exclusive online community, apply to join the WXO now.
