CANNES, FRANCE—The annual Cannes Lions International Festival of Creativity is best known for its prestigious Lions Awards and official programming from some of the advertising industry's biggest names. But for many of the 15,000-plus international attendees, the festival's branded beaches, yachts, cabanas, and parties are just as big of a draw. 

Big brands like Pinterest, Meta, LinkedIn, Reddit, TikTok, Spotify, Netflix, and The Wall Street Journal made a splash this year, building eye-catching, immersive experiences that kept a seen-it-all crowd of marketers, advertising execs, thought leaders, and celebrities engaged and entertained all week. Here's a look at some of our favourite ways brands showed up in the south of France this year. 

Working with experiential agency Seen Presents, Netflix returned to Cannes Lions for its second year, hosting a vibrant rooftop takeover at JW Marriott Cannes. A massive version of the brand's logo could be seen along the Croisette; it was supported by an LED screen that showcased messages throughout the week to keep attendees engaged.

Throughout the space, guests experienced vignettes inspired by some of Netflix's biggest titles as well as various meeting areas and food and beverage stations.

Highlights included an Emily in Paris boulangerie featuring branded bread loaves, coffees, and pastries transporting attendees into the world of the hit series. By night, the space became a Champagne and oyster bar.

The Senna zone featured an interactive game based on F1 qualifying lap tournaments to test the reaction times of attendees. The space featured replica F1 track lights, a '90s-inspired pit wall, and vintage tires to further immerse guests.

At an interactive Squid Game dalgona cookie-based challenge, guests attempted to beat the clocks as they navigated their way around a series of wired shapes without getting shocked.

Other spaces included a replica set for The Gentlemen, which included a pool table and was turned into a secret UV experience at night; a Bridgerton zone with a mini croquet area and a floral-filled photo moment; a Stranger Things zone with prop replicas and a “Scoops Ahoy” ice cream bar; and “The Sports Club” bar, which celebrated the rising presence of sports on Netflix. At night, guests enjoyed a set from globally renowned DJ Kaytranada.

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