Google - Google Beach at Cannes Lions
Campaign Date: 2024
Challenge
In an industry increasingly dominated by the development and conversation surrounding AI, how do you position Google and YouTube as indispensable AI thought leaders at the Cannes Lions International Festival of Creativity? You reinvigorate the Google Beach to become a home empowering people to put their stamp on the technology.
Insight + Strategy
If 2023’s beach was all about being open for brilliant conversations and creating a calm oasis to discuss all things AI and Google in advertising, then this year needed to go one step further.
2024 needed to show that far from AI taking over, it’s a tool that is only enhanced by the people using it. Whether it’s supercharging ideas, making tasks more efficient, or unlocking the insights that help solve problems quicker, Google Beach became a festival destination empowering human creativity and connection.
Solution
Google Beach at Cannes Lions.
Maintaining the solid foundations of the modular beach architecture and design language developed in 2023, we set out to evolve a space that is inherently Google and fits perfectly within its Riviera setting.
A refreshed colour palette exploring a fluid gradient application allowed us to connect structural architecture across the Beach, bringing an unmistakable nod to the Google brand without the need for large branding gestures that would diminish the calm, warm and welcoming vibe the Beach is known for.
Retaining the layout from last year ensured we were yet again able to deliver a home for brilliant conversations and programming – whether it was bookable meetings, private Oasis conversations, roundtable briefings, Exec dinners or celebratory Pride parties.
But the real lift came through the demo design and spaces dedicated to connecting people to the potential of AI in a new and playful way. Inspired by a Riviera theme, guests and creators were able to wander from beach scene to patisserie to flower shop, taking in a new potential AI discovery at every turn.
Whether it was a photographic and search showcase for Android that highlighted AI’s capabilities to help you capture and find exactly what you’re looking for; to a Prompt Patisserie inviting guests to step into the shoes of its creators and use AI to create the perfect backdrop for their next YouTube Shorts; or the flower shop exploring the infinite possibilities for advertisers to use AI to augment their creative, strategic and marketing assets - the Beach became a must-visit spot for the creative and social interaction making Google’s AI tangibly real for festival attendees.
We're a global creative agency specialising in experience and culture.
We join the dots between people, brands + culture.
Amplify create big ideas, campaigns, experiences and platforms designed to be amplified at every touchpoint and across the entire marketing mix. We think globally but activate locally, have hubs in London, Los Angeles, New York, Paris and Sydney and operate all over the world.
We were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.
We ensure brands cut through in this busy, saturated and complicated world by creating simple, moving and effective campaigns that are empathetic, often living across multiple channels.
