Cannes Lions 2024: Which Brands Delivered The Experience Advantage and Top Tips for 2025

Cannes Lions focuses exclusively on celebrating creative excellence, bringing together the world's top brands, agencies and innovators. So, which brands created The Experience Advantage in 2024 and what can you do to stand out in 2025?

1) Amazon Port: Effective ecosystem.

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: Craft rules.

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: Sea-Suite.

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: Power play.

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) SiriusXM Media and AdsWizz: Ideal hideaway.

Leading the way to the future of audio marketing, SiriusXM Media and AdsWizz’s ‘Serious About Audio’ cabana featured a fun, interactive digital activation linked to an uber cool record wall. The beautiful hospitality space, reflective of both brand palettes and the stunning French ocean, offered an opportunity to relax, network and enjoy hosted events.

6) LinkedIn: 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.

7) Microsoft: The art of simple.

Microsoft’s space was cool and open, with optimal views of the sea and brilliant, 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.

8) Stagwell: Head and shoulders above.

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.

9) Instacart: Pop-up perfection.

Perfectly situated outside the Palais entrance, this super fun and supersized pop-up took inspiration from their iconic grocery bag. Designed to show off the recently acquired Caper Cart – an AI driven shopping trolley – Instacart encouraged people to listen to a product spiel by offering free iced coffee which doubled up as part of the demo.

Pro tips for brands looking to activate at Cannes Lions 2025.

• Think of the visitor experience and 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.
• It’s a festival so don’t be afraid to take a risk and appeal to your audience’s inner child (while staying true to your brand).
• Make the most of the location, incorporate it into your design.
• Ensure your panels provide value for your audience.