www.cannes.fi revealed what happened behind the official scenes of Cannes Lions.The site consisted of advertising professionals, Cannes legends, interviews, inserts and virtual diaries of the Young Creatives and the jury members.However, the most important feature was the real-time online chat. People could participate via the internet and with their mobile phones.Text and picture messages appeared on the site in real time so that everyone could see what was happening at the moment in Cannes!The site and the chat could be followed on the spot through a mobile phone to keep abreast of the events, gossip and unofficial news!

Advertising professionals were invited to visit the site and give their input through double-sided print ads, posters, TV and direct e-mail.The advertising was conducted in collaboration with Karkimedia, the official representative of Cannes Lions in Finland.All material featured both sides of Cannes: the official front side and the unofficial backside. This was demonstrated by showing the familiar Cannes lion and its never-seen-before rear-end.