Sequence Events’ Chief Creative Officer and Co-founder Lizz Torgovnick shares honest lessons, helpful tips, and surprising insights from the ground at the world’s biggest festival for creativity.
After producing events around the world for brands of all sizes, I thought I had a decent grasp on what to expect from large-scale industry conferences and festivals. But nothing quite prepared me for my first trip to the Cannes Lions International Festival of Creativity.
From June 16-20, Team SEQ was on site at the iconic global gathering, producing a private branded apartment for our client GumGum—more on that HERE—and let me tell you: The scale is outrageous (in the best way).
Yes, Cannes Lions is technically a B2B event. But the level of investment, creativity, and face-to-face interaction made it feel like something else entirely. The magic of Cannes isn’t just in the talks or the badges; it’s in the collision of people, ideas, and brands from around the world, all packed into one sunny, sweaty, sea-adjacent strip of France.
The Real Action Happens Outside the Festival Gates
Here’s something I learned fast: Cannes Lions isn’t just what happens inside Le Palais des Festivales convention center. It’s a citywide takeover.
While some team members did buy a badge to the festival itself, we quickly realized that many of the most dynamic, engaging, and well-produced experiences were happening outside the official footprint—no badge required. We’re talking full mutli-story beachfront builds from brands like Pinterest, Spotify, Canva, and Stagwell, with gorgeous setups and immersive content that anyone could walk into if you knew where to look (or had the right QR code).
In contrast, other big players like Meta hosted their programming inside the official gates, making it exclusive to festival passholders. Both approaches were interesting to observe from a strategy standpoint; some brands prioritized open access and high foot traffic, while others leaned into curated, gated experiences.
Our activation with GumGum was smaller scale by comparison — a strategic decision based on their unique goals. Le Rétro Studio was a sophisticated, invite-only pop-up space designed to reflect the brand’s global reach and thought leadership, complete with carefully curated meetings, communal seating, and artistic, retro-chic vibes. But even as a smaller fish in a very glamorous pond, it stood out. Thoughtful details, smart partnerships, and a clear brand story can go a long way at Cannes!
What Every Event Producer Should Know for Next Year
While we were there to produce our own activation, our team also made it a point to explore as attendees. It was absolutely worth it. The week is packed with inspiration at every turn, and stepping outside our own footprint gave us endless ideas and practical takeaways for future experiences with GumGum and beyond.
If you’re planning to activate at Cannes Lions—or even just attend—here are a few insider tips I wish I had known ahead of time.
- Wristbands are currency.
Every branded experience has its own system, and wristbands are the VIP lanyards of Cannes. Some venues offer early check-in windows where you can grab a wristband in the morning and return later for prime access. Others rotate wristbands daily, which means even if you went to that party yesterday, you might need a new one today. Always do your homework ahead of time, and go with the “collect them all” flow.
- Sign up early—way early.
The most in-demand events and experiences cap fast, and RSVPs don’t always guarantee entry. In some cases, guest lists open weeks in advance and quietly close within hours. I missed out on The Wall Street Journal’s Journal House because I waited too long to sign up (and didn’t want to bother our SEQ friends there during such a busy week!). Subscribe to brand newsletters, stalk LinkedIn, and make friends with people who know things!
- Carefully map your days.
Le Croisette looks like a quick stroll on a map, but when you’re hoofing it in 90-degree heat you will feel every step. My advice? Plan your schedule geographically. Cluster your meetings and events by zone so you’re not zigzagging in the sun all day with a tote bag full of melted lip balm and warm bottled Evian. No matter how well-planned though, comfortable footwear is a must.
- Bring a personal electric fan—and use it proudly.
Yes, you’ll feel a little silly holding it at first. But five minutes into your first beachfront line with no shade and a hundred other sweaty ticketholders, you’ll be glad you did. Cannes is hot. Cannes is crowded. Embrace the nerdy fan life!
- Don’t underestimate the swag.
You will walk away with hats, snacks, books, T-shirts, and tote bags from every major brand in attendance. Bring an expandable suitcase or even pack an empty duffel for the trip home. The silver lining to hauling a massive suitcase there with event supplies meant I had some room to get my swag and purchases home along with client surplus using some serious Tetris-ing skills. Word of caution: it seems in France you cannot simply pay a fee for an overweight suitcase, so make sure to hit that 32kg limit, or you’ll be like me, taking one item out at time at the airline counter praying you don’t have to ditch the rosé (spoiler alert, I did!).
- Master your QR code game.
Everyone wants to connect instantly, and no one has time to spell out their email and business cards haven’t been a thing in years. Make sure your LinkedIn QR code is ready to scan. Screenshot it, save it to your camera roll, or even make it your phone’s lock screen for a few days. It makes networking frictionless.
- Plan your meals, or risk going hangry.
Meals on-the-go in Cannes can be tricky. Most restaurants along the Croisette are sit-down, and many get booked out with private events or media partnerships during peak hours. Most experiences don’t have food or only small bites. Stake out the best and closest boulangerie to your accommodations and grab breakfast early, schedule lunch spots in advance or hit up the very few takeaway spots (here’s looking at you, Citronelle!), and keep some snacks and water in your bag. Bonus tip: Frozen treats are everywhere, which is great for the heat but the sugar overload is real. I’m already brainstorming healthier cold alternatives for next year.
- Arrive a day early to settle in.
It sounds luxurious, but trust me, it’s strategic. That extra 24 hours gives you time to scope out venues, register at key locations, and take a breath before the chaos begins. The beach in the early morning? Surprisingly serene. A quick stroll through Le Suquet? Mood-lifting and grounding. Next year I want to try and get out to Îles des Lérins for the views.
- Make a dedicated email folder for event access.
Your inbox will get flooded with check-in confirmations, QR codes, gate instructions, calendar invites, and guest list updates. Make a dedicated folder and move everything there as it comes in. Future you will be eternally grateful when you’re trying to pull up a registration link in a crowded hotel lobby with bad Wi-Fi.
- Double-check that your apartment has an elevator.
If you’re hauling supplies, AV gear, or just a week’s worth of shoes (no judgment), trust me on this. Many French apartment buildings do not have lifts, and dragging a 70-pound suitcase up four flights of narrow stairs after a red-eye flight is not the arrival moment you want! If there is no way around this, take Team SEQ’s advice and pack using cubes which will make carrying things up in multiple loads a lot easier.
- Small activations can make a big impact.
This is the BIG one. Remember that you don’t need to have Meta money to make noise at Cannes. What matters is clarity of message, thoughtful design, and knowing your audience. Even on a smaller scale, a creative and purpose-driven activation can break through the noise—and leave people wanting more next year! There are tiers of activation options at Cannes Lions for a reason, and not every brand needs to show up at a massive scale to make an impact and attain their goals.
Huge thanks, and so proud of the Sequence Team who made this Cannes Lions experience possible: Alissa Bolbat, Megan Montesion & Liz Kamiel!