Cannes Lions is home to some of the world’s biggest brands. Spotify host gigs on a beach with the Killers, LiveNation pulls in Green Day for a little light entertainment and then there’s Google, Facebook, NewsUK and WSJ dominating airtime most days. For some of our clients, they were attending Cannes for the very first time, having not journeyed near the hallowed halls of the Palais before.
Cue freuds at its best, mixing targeted networking against driving earned media through meaningful, timely and important campaigns. freuds’ clients focused their message on some of the world’s biggest issues: AI, gender, diversity and saving the world’s oceans from plastic. The week led to productive conversations with international journalists, business leaders and the CMOs of these megastar brands.
Even better, our clients drove meaningful coverage in a place full of noise (and beach parties) and we even won some awards.
Some highlights of freuds in action are:
We helped launch the inaugural HP #MoreLikeMe programme which aims to increase diversity in the creative industries. HP brought 18 young, diverse creatives for a week of immersive experiences, including mentoring, networking and curated programming. A Facebook beach panel featuring HP CMO Antonio Lucio and Facebook’s CMO Carolyn Everson, as well as a talk at the Palais on The Death of Masculinity, was followed by a drinks reception aboard the Seagull of Cayman yacht, hosted by HP panellists Antonio; Edward Enninful, British Vogue Editor-in-Chief; BAFTA-nominated actress Thandie Newton; programme ambassador Tiffany Warren, Founder of Adcolor; and Matthew Freud.
We helped Project Everyone host the world’s first underwater awards ceremony in the bay of Cannes to promote Sustainable Development Goal #14 ‘Life Below Water’, with the UN’s Director of Oceans Dr Lisa Svensson – learning to dive for the occasion! The ceremony was held with campaigner and musician Simon Le Bon, Sky CEO Jeremy Darroch, Unilever CMO Keith Weed, Evian’s VP Marketing Patricia Oliva, Founder of Adjust Your Set and co-founder of BLUE Marine Foundation Chris Gorell Barnes and co-founder of Project Everyone Gail Gallie.
We worked closely with LivePerson to launch their Equal AI initiative, that will reduce gender bias in AI. Equal AI addresses the currently substandard ethical standards in the industry by bringing together senior leaders from business, tech companies, government, and academia to tackle the issue together. Founder and CEO of LivePerson Rob LoCascio was joined in discussion with Professor Justine Cassell (Carnegie Mellon university) and Kate Ward (Refinery 29). Celebrating the launch, LivePerson hosted an evening of drinks in partnership with media partner Refinery29, and special guests Justin Stefano, CEO, Refinery29, as well as guests from Apple, Vodafone, WeTransfer and ABinBev, Liberty Global and Mars.
Lions jurors were in awe of KFC’s response to the chicken chain’s UK supply problems that forced it to close restaurants earlier this year. The ‘FCK’ campaign by Mother, with PR support by freuds, was a key part of what has rightly been labelled a PR crisis management masterclass. The campaign won two Gold and one Silver Lion in the PR category, plus a Gold in Print & Publishing.