Culture Smash
Facebook is good for the world because it is the world. And, if Facebook is the world, Facebook Beach will be the center of the world at Cannes.
AGENCY
GPJ
ROLE
Animator
DATE
November 2018
Culture smash is a dynamic series of engagements that will bring the goodness of facebook to the center of Cannes, to celebrate cultural exchange and help people connect – without interrupting their fun.
The Cannes Opportunity
The Cannes Lions are the best representation of the global creative community – not only in the work but the ethos, the philosophy and, importantly, the impact we make in the world. As such, the Cannes Lions get an outsized share of attention – heightening the importance of leading brands turning up, buttoned up, and with a constructive message about the industry’s future.
See You @ La Plage
The go-to place to see where everyone’s at.
To address the chaos of navigating the festival, help people connect with their friends and professional community, and ultimately bring them to Facebook Beach, we will create the See You @ La Plage app within the Facebook platform. Using this app, with the help of an AR feature, Cannes-goers at Facebook Beach will use their phones to scan a large map of the Croisette – located in the front of Facebook Beach – to find nearby friends. Once found, the app will allow users to directly connect through Messenger and invite others to Facebook Beach.
The History of Goodness
“Good” is fun. It’s creative. It helps the world. But above all, Good is contagious.
To showcase the transformative power that good has on the world, while allowing guests to relive culture-shifting moments and viral memes, we created an interactive timeline experience representing key moments in culture. This experience will demonstrate the impact that social sharing has had on the evolution of creative expression through the years.
The Culture Smasher
If it’s good, it gets posted.
To offer more entertainment and fun, while leveraging key consumer data and insight, guests will have a chance to play with the Culture Smasher: a trendsnapshot-generator that creates real-time collages based on trending topics derived from Facebook IQ. By simply selecting from different places around the world, our art generator instantly mash these topics together into unique visualizations. Guests can then instantly share on social media and even get a physical print takeaway. A breakdown of the topics that went into each personalized piece will be listed.
Live @ Facebook Beach
Bringing the world to Cannes and Cannes to the world (like only facebook can).
Through Facebook Live, large screens located at Facebook Beach will bring these impromptu collaborations together right there in the Facebook space. For a more immersive experience, guests can use Oculus to find themselves at the center of these performances, where they can play producer by creating their own mix.
Agency Mash-Up
In a highly competitive environment, let’s put egos aside and celebrate creativity.
Expanding on the theme of goodness, culture mixing and building community around shared passions, we’ll create a series of 2-hour rendezvous hosted by a mash-up of 2 agencies. Each mash-up will take over the Facebook space and become host to all of our Culture Smash engagements and activations.
People You Should Know VIP Party
People you really really really wanna know.
We invite Young Lions to co-host a party where the new generation will pay homage to industry luminaries while the legends honor the newcomers. Seasoned industry vets will gain access to an extraordinary pool of junior talent, while the young lions will make valuable connections with legendary creatives that open up potential opportunities beyond the festival.