BACKGROUND: The Fireflies Tour is an annual bike ride from Geneva to Cannes, set up by the creative community to raise money for Leuka, which helps fund Leukaemia research. In 2012, two creatives wanted to raise awareness of their ride with creatives back in Australia, over 10000 miles away. This required an idea that bridged the distance, making the cause feel as relevant to young creatives as it did to the riders themselves.

IDEA: The Cannes Couriers – a bicycle messenger service that turns ‘delivery fees’ into invaluable connections by delivering letters between young creatives in Australia and the biggest names at the Cannes Lions festival; including Sir John Hegarty, Mark Tutssel, David Droga and Nick Law. In return for their delivery fees, young creatives received a precious piece of career advice from legends. And the money we collected from delivery fees was turned into donations that went straight to Leuka.

We knew immediately that our most valuable media asset would be the couriers themselves. Two ambassadors that took to the streets in three countries, putting their bodies on the line to deliver messages between the creative community, and delivering the message of Leuka, on behalf of those who needed it delivered most.

Whilst the news of the Cannes Couriers service broke on industry blogs, the team connected with young creatives at various ad agencies throughout Sydney, encouraging them to get on board and help write in their letters. They were also a visible presence throughout the Fireflies ride through the Alps and even more throughout the Cannes Lions Festival, where they spread the word of their cause, before meeting with the legends in busy hot-spots on La Croisette.

In its first year, the Cannes Couriers was exposed to the entire Australian advertising community, and we collected applications from over 100 young creatives, helping to raise over $9,000 in delivery fees, all of which was donated straight back to Leuka.

By gaining the support of such big names in 2012, we laid the foundation for the future of Cannes Couriers. Our aim in 2013 and beyond is to connect more young creatives to more of the world's most creative people in Cannes, in fields as diverse as advertising, technology, fashion and entertainment; and ultimately raise more money for Leuka.