This June, I had the incredible opportunity to attend the Cannes Lions International Festival of Creativity as part of the University of Miami STC 490 "Canes in Cannes" study abroad course. Without a doubt, this was the best experience of my life, and I can't emphasize enough how fun and enriching it was. If you're considering enrolling in this course, it's a no-brainer. I met amazing people, learned invaluable lessons, made lifelong friends, and created unforgettable memories. I've never been happier.
Keep reading to follow my day-by-day experience, tips, and everything you need to know about this extraordinary trip.
Snapshots of Joy :)
What did I do in the South of France?
To sum up my 12 days, I was having the time of my life while earning 3 credits towards my degree. Crazy, right? Too good to be real? But it's not! I lived it and can confirm it, and I also have pictures to prove it!
Jokes aside, I went to this festival to learn from the best of the best in the marketing and advertising industry, to figure out what I want to do in life, to learn how others achieved their success, and to step out of my comfort zone. Speaking French and approaching strangers to network and make friends was challenging, especially as I am an introvert, but it was incredibly rewarding!! Here is a day-by-day summary of my trip:
Pre-festival trip Cannes, Antibes and Nice
Wed, June 12: Arrival
Most of us arrived in Cannes on this day! After dropping off our stuff at the hotel and changing into beach outfits, we headed to La Croisette to have lunch at a beach club. There, we met some friends tanned for a little bit and to shake off my jetlag, I went for a jog and did some exercise. Afterwards, we headed back to the hotel to get ready for dinner. It was an excellent first day!
Thur, June 13: Cannes Tour
Our second day started late after a fun night on Day 1. We began with a walking tour of Cannes, learning how to navigate the bus system and discovering where the convenience stores and restaurants were located. We spent about 2-3 hours touring the city—Cannes is stunning! After the tour, we had a free afternoon, so we grabbed lunch and headed to the beach again!
Fri, June 14: Antibes and Nice
This day was amazing! We were picked up by a touring service and taken to Antibes, where we had lunch and visited the Picasso Museum. Afterwards, we headed to Nice, where we went on a walking tour of the old city, had crepes and gelato, and even hiked to the top of a mountain. The views were breathtaking, and the hike led us to a waterfall. It was a busy but amazing day!
Sat, June 15: Île Saint-Honorat
Saturday we took a ferry to a nearby island owned by monks! We started the day with a wine tasting at 11 am, followed by a nice time at the beach after lunch. Upon returning to Cannes, we got ready and headed to Baoli for a group dinner. -- This place is absolutely amazing, the vibes are immaculate, with shows, delicious (though pricey) food, and it transforms into a club after 10 pm. I highly recommend booking this in advance, as they close the Cannes Lions week for private events!!
Sun, June 16: Gearing up for the Festival
This was our last day of "vacations". We headed to the Palais to register for the festival. We had a great conversation with Meryl's friend about the festival and took our "Who is Who" test, which, by the way, is the best test you'll ever take! It helped soooo much! After this, we had a class, and in the evening, we headed to Waikiki Restaurant, a beachfront spot where we watched a stunning sunset and took cute pictures before the whirlwind of the festival began.
Cannes Lions Festival
You might be thinking that I only vacationed in France, but not at all! June 17-21 were intense but so worth it! The festival started, and it did not disappoint. I don't want to spoil everything because I'll go into day-by-day details below, but I met huge influencers, executives and sports stars, received a job offer, fell in love and snapped back to reality, received a lot of advice and realized that this is exactly what I want to do and where I want to be when I graduate.
I apologize in advance if the details of the talks become sparse as the days progress. In the beginning, I had so much energy to write about each talk, but as the days went by, I found myself forgetting to take notes or leaving it for later because it was extremely tiring!
Festival Events and Talks
Day 1:
9:30 Stagwell | Pickleball Clinic
I was so excited to attend the sports beach events, and they did not fail to meet my expectations. This was the first event I attended at Cannes Lions, and we started off strong. I got to see Brandon Marshall playing, I met a couple of people and managed to shake off my shyness with them! One of the highlights was meeting Patrick, the coach of Holger Rune and former coach of Stefanos Tsitsipas and Serena Williams. As an ex-junior tennis player, this was incredibly exciting for me. Even though it was pickleball and not tennis, it was amazing to share the court with him, exchange a few words, and get a picture. I also spoke to a girl working at the clinic handing out balls, who turned out to be Grace Moore, the cofounder of Recess Pickleball. She has built a successful brand that has blown up, allowing her to be here at Cannes Lions. A few years ago, she was working at an agency for someone else. We became really close, and I not only got her LinkedIn but also her number! She shared some valuable advice: "dream big and work for it, and don’t overthink things because you’ll never do them if you wait for perfection—it’s never perfect."
The clinic itself lasted just a few minutes and covered the basics, but didn’t go into too much detail. With around 40 people attending, you have to make a line to play, and it can take a while. Overall, it was a great experience 9/10 recommended!
12:30 Amazon | Now Trending Authenticity
Alix Earl and Mariana Hewitt gave an insightful talk focusing on the importance of authenticity and uniqueness in content creation. They emphasized being authentic and genuine when conveying messages, highlighting that integrating products naturally, without making it feel like a commercial, is crucial for success. They also mentioned that endorsing products you genuinely like can lead to becoming an ambassador and getting paid for it, but it’s essential to recommend only what you truly like. They discussed the importance of maintaining a good balance between paid and organic content, as too many ads can turn people away. Hosting events for actual buyers can make them feel special, while involving influencers can generate fun content and videos. Alix particularly enjoys sharing behind-the-scenes content. They advised creators to focus more on organic content.
I found the talk enjoyable and insightful, rating it an 8/10. Although at times it felt more like advertising than valuable content, their advice was still very good and helpful.
13:15 Alix Earl Meet-up
We had the opportunity to meet Alix Earle in the Amazon VIP section, where she shared some invaluable insights on achieving viral success. She emphasized the importance of consistency, revealing that she posted TikToks for two years before any of them went viral. Consistency and being genuine are key; it’s about being real without overdoing it. Her biggest advice was to make connections, start small, and let those connections take you far. She also recommended Professor Bolton’s class, MKT389, for anyone interested in marketing. Alix mentioned that public speaking is challenging for her, but classes and practice have helped her improve.
14:15 Mastercard | We are all immigrants
I attended this talk by Agnieszka Holland, Jana Shostak, and Jerzy Holub, and unfortunately, I would rate it a 2/10. It was so boring and not worth the time, which was quite a letdown considering its potential. I expected it to be more about how creativity can aid immigration or something along those lines, but it mainly focused on Belarus and immigrant issues in general, without really connecting them to creativity.
One notable point was when someone mentioned creating a dress with portraits of political prisoners. This was an example of involving immigrant issues to raise awareness and amplify their voices. The dresses are available for purchase, with all proceeds going to the families of these prisoners. However, this was a small highlight in an otherwise disappointing session.
15:00 Josh Richard's Vacation Checklist
I literally ran for this event, only to find out it wasn’t even a talk but just watching them do a live session. It felt so pointless—I didn’t learn a single thing and just stared at them for a few minutes to get a picture.
BUT, I did get an amazing picture, and I had the chance to talk to Gaby Mounra for about 20 minutes!!! She was the nicest person ever, she is so successful and only 19 years old. During our conversation, I learned how she climbed to fame so quickly and everything she has done to get to where she is today. She mentioned that once you go viral, you have to leverage it in all possible ways and really take notes of what you did that worked and did not.
16:00 Liquid Death | Entertain or die
No one wants to listen to commercials. The speaker mentioned that his wife can’t stand commercials when watching TV and always mutes them. He emphasized that "Marketing is easy; entertainment is hard" because you pay for marketing and people are forced to see your message, whereas if you entertain, people are there because they enjoy it. The company employs an unconventional approach, using brand ambassadors and comedians. Liquid Death engages in as much marketing as everyone else, which is why they receive support. The speaker stressed that "small bets help find the big wins." Like Netflix, they need volume to discover hits; not every bet is a win. He cautioned against mimicking big companies as a small company, advising to stay true to your budget. He also shared the philosophy of treating marketing like a product worth paying for, asking, “Would someone pay for this?”
Their marketing strategy does not target healthy individuals but rather those who are not health-conscious. During the Q&A, when asked why he chose the name "Liquid Death," he explained that there is tremendous value in confusion. People’s brains are constantly filling in gaps, so you need something that makes them stop and pay attention. The name "Liquid Death" makes sense in a way, encapsulated in the slogan "murder your thirst." Regarding the packaging that looks like a beer, he said that unhealthy packaging just looks so much cooler, citing examples like Coke or candy. They even receive emails from moms saying it works for their kids.
Day 2:
8:00 Stagwell | HIIT with Alexy Posner
Not a talk but was a really nice workout. Actually really hard, sweat a lot! We met Alexy she was really sweet and we followed each other in instagram!!! She even reposted the video where I tagged her and asked me how to edit like that.
12:30 R/GA | Commerce x Creativity
In their talk, Jeriad Zoghby and Tiffany Rolfe discussed how to stand out in a crowded world by innovating for customers. They emphasized the importance of building brands that listen, highlighting the need for a customer-centric approach.
They discussed three significant shifts with AI in the future:
Direct to Dialogue: Engaging in direct conversations with customers through AI.
Omni-channel, Omni-modal: Integrating AI across multiple channels and modes for a seamless customer experience. Bolted On, Built Together: Combining existing technologies with new AI innovations to create cohesive solutions.
They also provided a nice example of AI in action, showcasing its potential to revolutionize customer interactions.
13:15 Marcus Collins and e.l.f | Is the brand really dead?
The speakers emphasized that most products are indistinguishable in the eyes of the public, which can be hard to accept. However, the most powerful brands go beyond the basic ideological part of the branding pyramid. It's "the soul" of the brand that creates loyalty. "A brand is a vessel of meaning," said the CMO of e.l.f. Cosmetics. At e.l.f., employees receive stock in the company every year, not just the executives, with a total of $179 million granted so far. They also focus on fair bonuses, ensuring all employees receive the same amount, which is rare as bonuses often depend on various variables. The e.l.f. board of directors is composed of two-thirds women and one-third diverse members. Only four publicly traded companies in the U.S. have a board like this. They found that there were more men named Richard, Ric, or Dick on boards than women, and they aim to normalize and fight against this imbalance.
Overall, it was an amazing talk—funny and entertaining. I would highly recommend it, and we even got free sunscreen. I'd rate it 9/10.
14:00 Amazon | Encore embracing the new area of entertainment
Gwyneth Paltrow's talk was disappointing. The venue was full, and it was hard to hear from where we were. She talked about "The Boys," an Amazon show with a new season, and a video game collaboration with Fallout. Her main point was that success comes from going where the customer is and engaging them effectively. I left early because I found it boring. However, I did meet a guy from Arizona who works for Amazon, and he got me into the VIP section again, where I grabbed some bites and met Madeline Argy.
14:45 P&G | finding creativity in the everyday
The P&G talk emphasized the importance of billions of people and billions of moments, creating countless opportunities. They stressed finding everyday moments that matter by spending time with the people your brand serves, observing their actual behavior, and understanding how they experience the product. Human interaction is key, as human moments are the ones that truly matter. The focus should be on how your brand is helping in these moments and finding the magic to make them matter even more.
17:40 GUT | Meeting
We had the amazing chance to meet Katherine O'Brien, one of the copywriters for GUT. She kindly answered our individual questions and shared her experiences and career path. Her advice included: "Meet people and build connections". "Avoid constantly seeking extra validation so you’re not terrified of failing". "During the first months of an internship, focus on learning; no one expects perfection". "Taking Initiative: Work on the projects that no one wants and excel in them."
Day 3:
7:30 Stagwell | Pilates
Not a talk, but a great networking event! For some reason, speaking to people in sports classes is much easier than at other events. I met a lot of people and handed out ibas to five of them.
8:30 pickleball tournament by Snapchat
I didn't have a partner for this event, and it was required, but I decided to go anyway. Luckily, someone else was also missing a partner. We met each other—her name is Debbie Wogan, and she is the VP of Partnerships for LoopMe. She tried an iba and even placed an order on Amazon!
12:30 Guinness and born social | how we reignited Guinness
This talk was funny because I initially thought it was going to be about the Guinness World Records, but it turned out to be about a really popular beer. They shared their story, origins, and purpose, emphasizing how important it is to represent your roots in your brand or stand for something meaningful. For them, standing strong in their heritage has shaped their marketing and brand identity.
14:00 O positive | Comedy is hard AF
I loved this talk! It was both funny and insightful, making it easy to follow and entertaining. The constant laughter helped in retaining information. One key takeaway was the idea that "cute is the opposite of hilarious." You can't turn a cute idea into a funny campaign because they are two different things. It's important to know when it's time for a cute campaign and when it's time for a funny one.
The speakers emphasized that most people develop a sense of connection to brands that make them laugh. They highlighted the importance of comedy in advertising, both behind and in front of the camera. The talk underscored how humor can create a strong bond between a brand and its audience, making it a powerful tool in marketing.
15:30 Meta paper planes: where art meets science
This was an "okay" talk, although I was a little disappointed that we didn't get to make paper planes, as I had thought we would. Devlin's distinctive voice is stuck in my head forever—it was so unique. Overall, I was expecting more from this talk. While Alex Shultz was funny and Devlin's architectural design work is impressive, I couldn't really see the connection to Meta that I was hoping for.
One aspect I did enjoy was the comparison they made to the paper plane and how they emphasized embracing the journey and exploring new ways to create core brand interactions. Despite the letdowns, there were some valuable insights.
16:00 Mars | Death of a Salesman
I was wrong about the talks twice in one day. I was expecting this talk to be about Mars chocolates, but it was actually about petcare. Despite the surprise, the speaker provided valuable advice on humanizing brands and pursuing projects that deliver human value to ensure success. He emphasized re-marketing not as selling a product but as reimagining value for customers. This approach, he believes, is what drives success today.
17:00 Ex.co happy hour
I met a friend in Miami who was going to Cannes Lions, so I texted him, and he was able to get me into the Happy Hour for his company, ex.co. I had such a great time! I met his entire team, and everyone was so welcoming, offering me valuable advice. At first, it was really hard for me to start a conversation, but this experience helped me step out of my comfort zone. I met amazing people and had great conversations.
Thanks to this initial event, I was invited to more gatherings where I continued to meet incredible individuals. I connected with Monique Pintarelli, Head of Americas for X, and Olivia Dammes, Communications Director for BBDO, among others. These interactions were invaluable, providing me with insights and expanding my network significantly. On a side note, I also met a French guy here, and we went on a little date—it was great too!
Day 4:
9:00 Freewheel Comcast
What a crazy day! It started raining early in the morning, but we had the chance to meet the Freewheel Comcast team. One highlight was hearing from this guy who shared his success story, detailing what he did and how he did it. He mentioned he had a ton of different positions and now he finally does what he liked the most but this was only after YEARS of experiencing different roles. He also answered our questions and engaged with us directly (even cold called on us), making us value the experience even more. It was an actual conversation, which I found more enjoyable and insightful than the typical talks.
10:30 Cannes Lions | CMOs in the spotlight
This was an okay talk. I’m not sure what I was expecting, but I anticipated more than what was given. In this talk, I mainly learned about the roles of a CMO, which are pretty easy to infer from the title itself. However, they did discuss the growth of AI and their upcoming investments, as well as their goals for the future to keep their companies relevant.
11:15 Pinterest | From inspiration to Manifestation
I was a bit lost during this talk because I haven't seen the movie "Poor Things," which they were referring to. Despite that, it was really interesting to hear about the thought process that inspired the movie's set design and how these ideas come to life. Some of the concepts were truly crazy and fascinating. I find it amazing how these creative minds think of so much detail—details that we sometimes notice unconsciously, and other times play a significant role in the movies.
14:00 The female Quotient | Cultural Cornerstones
I hadn’t been to the Female Quotient Lounge all week, so I decided to head there and explore the place. I was intrigued by a talk happening on Latin Gen Z. I hadn't planned to attend this talk, but it turned out to be the best coincidence of the day as it aligned perfectly with my job and my identity as a Latina.
The speakers shared that Latin Gen Z is a huge demographic that should be targeted by connecting them with their culture, food, sports, and family. They highlighted key differences between a typical American Gen Z and a Latin Gen Z, providing insights on how to engage this audience effectively.
My Favorite Work
Simply amazing, my favorite by far! The idea itself is incredible, showcasing how AI, technology, and kind-hearted people can come together to create something truly impactful. I really hope this initiative gains traction and helps thousands of dogs find homes.
This one touched my heart in so many ways! It made me realize how fortunate we are to be healthy and opened my eyes to the struggles blind people face daily. I love these kinds of ads that bring such important issues to light.
I might be biased because I'm Colombian, but this was truly great, and I watched it with a lot of pride! I've actually been to places with furniture made from "petacos". I think this initiative is fantastic.
I love how good ads go beyond just selling a product and instead focus on showing gratitude towards customers. It's incredible how far Coca-Cola has grown, to the point where people draw the brand everywhere.
This is probably the most creative ad I've ever seen! I don't know how people come up with such crazy ideas (and have the budgets) for an ad! They took something seemingly mundane and made it amazing.
I loved how creative and funny this ad was. Beyond the actual ad, the fact that they sent so many people boxes and spread a false rumor to prove a point is amazing.
My Recommendations
Restaurants | Bars/Night Life | Nice Spots |
BÂOLI | BÂOLI | Picasso Museum |
Zuma | Medusa | Nammos Beach Club |
Nammos | Chrystie | Chateau Eza |
La Mome | Bisous Bisous | Nice Old Town |
Waikiki | Irish Pub | Plage de la Mala |
Advice to next year students:
It’s perfectly fine to come alone without knowing anyone in the group. You’ll make friends and step out of your comfort zone.
The talks are fantastic, but you won't have much opportunity to socialize during them since everyone is focused on the speaker. However, you can meet people while waiting in line for events or talks.
I found it much easier to approach people at sporting events (runs, Pilates, yoga, etc.). As an introvert who struggles with talking to strangers, I was pleasantly surprised at how friendly and willing to chat everyone was, specially at these events
Most conversations I started were by giving compliments or asking where someone found a particular item/place. Boosting people's egos with comments like "I love your outfit" or "Your hair looks great" is a great icebreaker.
Mentioning that you're a student can help you get a lot of advice and learn a lot. However, some people might not want to talk to you because they’re focused on networking. If you have a job elsewhere, adding that to your badge allows you to leverage both the student and employee cards.
Taking the bus was really helpful for those nights when you didn’t want to walk back to the hotel but didn’t want to pay for an Uber either. It’s really easy to learn the bus system, and I highly recommend downloading the bus app.
For the ladies, note that Dyson hair tools don’t work here because of the different power voltage, so don’t even bother bringing them.
Essentials to Bring:
1-2 portable chargers
Comfy clothes and shoes, as you’ll walk a lot (and sweat too)
A cardigan, as it gets chilly at night
Thinking of going? Stop thinking so much, JUST DO IT
By far, no doubt, this was the trip of my life! You will grow tremendously, not only professionally but personally as well. You'll meet wonderful people, learn from them, and step out of your comfort zone in so many ways. Who knows, you might even meet a cute French guy or girl! ;)
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