How Hearst Magazines leapt off the page at Cannes Lions.
Partnering with Hearst’s marketing team, we transformed a French Riviera suite into Hearst House, a sophisticated destination where Hearst executives could host and toast, hold fascinating panel discussions and do business.
This Audience
Hearst runs a collection of leading magazines in luxury, fashion and women’s health. They wanted their Cannes activation to match the creative direction from their best-known titles, to translate the feeling of reading a Hearst title into an experience.
But, targeting advertising partners at Lions is difficult, despite everyone in close proximity, the noise is hard to cut through.
Inspired by Hearst’s iconic titles, we transformed a classic French suite into a unique wellness destination and luxury retreat for VIPS.
A custom-built ‘Refresh’ skincare bar, an early-morning workout program on the wellness terrace with Liz Plosser of Women’s Health, a run along the Croisette in partnership with Stagwell: Sport Beach.
Hearst House tapped into the magazine’s network of female influencers to draw a crowd in the suite.
Guests such as Actress, Activist and Entrepreneur Jameela Jamil and Alex Cooper, Creator, Host and Executive Producer of the ‘Call Her Daddy’ podcast, joined Hearst’s editorial and sales teams over intimate lunches with top clients, further adding to the refined experience.
“Cheerful Twentyfirst were an absolute dream to work with. Their knowledge, expertise, professionalism and passion for perfection and excellence were consistently evident from the early stages of planning all the way through to the execution of our program and beyond. We can’t wait to work with them again!”
—Senior Director, Industry Marketing & Ad Communications, Hearst Magazines
