WHY LUXURY PUNDITS ARE PROWLING AROUND THE CANNES LIONS FESTIVAL
August 30, 2017
The Event and the Yacht Pass
Situated on the alluring French Riviera, home to the leading award show for the film industry and a mere 1-hour private jet flight from Geneva, Cannes is already a hotspot for luxury seekers. But during the end of June there has been a spike in key luxury market purchases year to year. And this is thanks to an event that may not be on your radar – the Cannes Lions International Festival of Creativity.
Cannes Lions has typically attracted the leading professionals in creative communications, design, advertising and more recently digital innovation every year for the last 64 years. It is now also becoming an event in luxury calendars, appealing to bystanders interested in the very best commercial creativity of the year, those who have been recognised for breaking new creative ground with their own premium brands and networkers who wish to connect with top creative minds.
The Cannes Lions festival team has acknowledged this trend by launching a Yacht Pass to festival goers, which allows mooring at the foot of the festival and offers associated brokerage services to guests at an additional fee. The Yacht Pass is available for €25,000 and includes five complete festival passes along with the mooring costs. Despite the fact that the total bill for the week could exceed half a million euro for these festival attendees (the Yacht Pass, yacht brokerage, catering and exclusive events), this experience of Cannes Lions is becoming increasingly sought after. The reason? A yacht at Cannes is the ultimate networking tool as the yacht hirer has an opportunity to host the most exclusive events for business leaders and some of the most creative business and technology professionals that the world has on offer.
The Talks and the VIPs
Whether or not you have a Yacht Pass at Cannes Lions, the festival itself is still an attractive venue for those interested in luxury. This year, talks were held from a range of high profile luxury executives, including the Chief Brand Officer of Tommy Hilfiger and the Chief Marketing Officers of Hilton Worldwide and JP Morgan Chase. To add to the premium nature of the event, supermodels graced the stage, including Karlie Kloss. Stories were told in Fortune, Forbes and Vogue magazines. And even the President of Columbia made a guest appearance in his 10-fleet entourage.
Apart from the talks, interactive experiences were available for festival goers, such as interactive sessions with a master watch craftsman, sponsored by Hodinkee, who explained how he creates hand-made luxury timepieces.
Then, of course, there was the work itself. This is the reason why most festival goers attend – to witness some of the very best commercial creativity across all sectors first hand, laid out in the rooms and discussed by the creators. This year’s luxury brands made a mark and attracted a range of awards, from the work in digital (Montblanc’s “Discover the Magic of Craft”), to film craft (Burberry’s “The Tale of Thomas Burberry”) and creative effectiveness (“SK-II’s Marriage Market Takeover”).
Cannes Lions has always inspired attendees. It is above all a celebration of the very best creativity. And as seeking the best of the best is always in the mind of luxury connoisseurs, it should come as no surprise that leaders in this sector are arriving on the shores of Cannes during the festival.
So if you wish to stay ahead of the trends, be inspired and explore Cannes Lions from a luxury lens, we recommend you make a visit next year. If you can’t wait that long or your luxury brand has produced award-worthy work and you want it recognised sooner than later, The World Luxury Award held in Monaco accepts entries from September 7. In its 10th year, this increasingly prestigious show is the only international creative award show focused entirely on work done for premium brands.
We’ll be at both shows and we look forward to seeing more of our readers there too.
See Cannes Lions