With hundreds of brands vying for attention at the Cannes Festival of Creativity, how do you cut through the noise?

News UK

News Chateau

Brand Experience, Gala Event

Standing out from the crowd

Our client, one of the world’s largest and most influential media organisations, likes to be bold. And the News UK team made the brave decision that its Cannes Lions 2018 presence wouldn’t be in Cannes at all… Proudly delivering the News Château for News UK, Cheerful Twentyfirst created a total brand immersion and the ultimate experience for VIP guests, high in hills above Cannes.

News Chateau table setting

Our approach

Cannes Lions is busy, bustling, and loud with global advertisers frantically vying for traction with the worlds top C-suite guests. We designed a VIP brand retreat that takes VIP guests out of the frenzy and into the future of News UK.

The creative development of our guests brand journey was critical. Every element of interaction was considered from the exact moment their brand experience started, at the exclusive collection point on the Cannes esplanade, to the finale party. Floor to ceiling, every touch point exuded luxury experience.

2000+ people attended over 4 days.

46 executive / VIP client meetings which generated 18 new campaign programmes with News UK.

91% percent of survey respondents which said it was the best brand activation in Cannes.

News Chateau custom built bar with hanging lights and floral detailing
News Chateau curved LCD screen showing brand logos, positioned around pool with inflated flamingo swimming toys as props
Custom build branded experience gin parlour with rustic hay-bale seating and greenery
Idris Elba DJ's intimate concert at brand experience finale party, night shot

In Detail

A custom-built huge LED screen circling the pool served as the backdrop and information hub throughout the event. The set and staging were tailored to match the content of each panel and key speaker.

Every experience at the News Château was unique and memorable.

The evening party was the most talked about event at Cannes. Fat Boy Slim electrified an audience of VIP guests. Idris Elba hosted an exclusive DJ set supported by screen visuals and light show. For the finale, Kylie Minogue closed the event with a massive performance for VIP guests that featured a full band, back-up singers, dancers, lighting, screen visuals and confetti cannons.

Overall, the News Château achieved a measurable ROI of 250%

Services

Event Management
Spacial planning
Project management
Supplier management
Bespoke builds
Show calling
Event schedule management

Creative
Concept ideation
Creative consultation
3D modelling
Experiential activation design
Digital content creation
Print design
Event branding
Delegate experience
Gamification
Brand journey
Activation design

Logistics
Power and wiring
Furniture sourcing
Floristry sourcing
Transport
Entertainment sourcing
Talent management
Wifi and technology installation
Fireworks and pyro installation
Bar management
VIP management
Security management
Catering management
Venue hygiene
Risk assessments
Health & safety