P&G at Cannes Lions

Click to view the installation process of the P&G at Cannes Lions Booth

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For the past 65 years thousands of brand reps, marketers, advertisers, and creatives from around the world have descended upon the French Riviera en masse each June to learn, network, and celebrate the creative communications industry at the Cannes Lions International Festival of Creativity. This year Procter & Gamble made an appearance, bringing team ATOMIC along to design and produce their exhibition experience.

Based on an elegant design by ATOMIC’s Taylor Jurell and produced by Lauren Brignone and the Production Services team, the exhibition space promoted both P&G brands and initiatives. In addition to spaces highlighting new products from Oral-B, Olay, and SK-II, P&G also promoted their new partnership with Thrive Global, a wellness awareness initiative created by Arianna Huffington.

One of the busiest areas of the booth showcased two VR experiences – produced by P&G in partnership with RYOT Films – that highlighted the importance of diversity to the creative process. ATOMIC worked closely with P&G, RYOT and local partner Diversion Cinema to design and execute a space that offered four stations to engage with the projects, along with an area where guests could share their thoughts and feedback after participating. Both experiences were created to compliment and expand on the themes explored by The Look, a short film produced by P&G and Saturday Morning that premiered at the festival and ran daily in the booth.

As a newcomer to producing events in France, ATOMIC enlisted the help of European exhibition specialist Exhibit Global to help manage scenic fabrication, labor, shipping, and maneuver the linguistic and cultural barriers of producing an event in a foreign country.

It’s a privilege to continue working with our client, P&G, and partner agencies H&K, Huge, and RYOT. Thanks to our many vendor partners: Exhibit Global, Expert Expo, Seth Bernstein, EarlyBird Visual, WorldStage, Mike Duque, Smart AV, Playback Digital, Diversion Cinema, and CanneSmile.