Our material needed to stand out at a festival plastered with slick, innovative work, grab people’s attention enough to pry them away from other ‘festivities’ and cost virtually nothing.

We made pieces that, on the surface, had no business being at Cannes. But upon further inspection, they were actually self-aware and clearly articulated their own flaws while conveying the panel’s theme.

Posters were displayed on the walls of the Palais during the 2012 Cannes Lions Festival. Flyers were included in festival delegate welcome packages. Key chains were distributed by street teams outside the Palais steps.

Our seminar was among the most popular and well-attended. There was queue on the Palais steps an hour before the seminar started and the festival's largest theater was nearly filled.