In this series, agency correspondent Heather Nichols takes you behind the scenes of the most persuasive brand activations and events, revealing your creative mind and strategic institutions.
In the first edition, you will meet Seas Presents, the agency behind Netflix’s rooftop activity at Cannes Lions 2024.
Brief: “Immering clients into the Netflix universe shows that Netflix is the most diverse, quality and attractive platform that brands promote, in order to create conversations rather than traditional pitches through traditional and engaging methods.”
In response to the brief, the presented seen designed and delivered the world of Netflix brands where guests experienced vignettes inspired by some of the biggest titles. The space included a theme zone.
“Emily in Paris” Boulangerie is characterized by the brand’s smash, coffee and pastries taking part in the world of hit series. By night, the space had become a champagne and oyster bar. An interactive “Squid Game” challenge inspired by Dalgona cookies. In it, guests navigated a series of wired shapes without being shocked, competing against each other for a top score. The “The Gentlemen” replica immers participants in the world of hit series, encouraging content creation. By night, the space had a secret UV experience, revealing the code for guests to use the torch to discover hidden messages and obtain safe stolen items. The “Bridgeton” zone is split into a mini-crocket area, a stately styled photo booth opportunity, and another photo moment featuring a fountain surrounded by flower displays and a huge swing. The Sports Club bar celebrates the sport’s presence on Netflix, combining different pitches into one design, combining a combination of different pitches with a combination of decorative images and sport favorites built through bespoke flooring. The “Senna” zone featured an interactive game based on the F1 Qualifying Lap Tournament to test participants’ reaction times. The “Stranger Things” zone featured a prop replica of the hit series, which praised the iconic Kate Bush track to create an iconic photo moment. Adjacent to this, a “Scoop Ahoi” ice cream bar served participants sweet treats. The present seen also created a portal upside down with my grandfather’s clock, flashing red lights and an immersive soundscape.
The immersion continued “late night”, with VIP guests being treated to a stop stop show from world-famous DJ Kaitulanda, where they could enjoy the pop-up “Surfer Boy Pizza” shed theme drinks and pizza.
The creative team of presents seen can now spend a lot of time learning more about the show, bringing out key moments, themes and craft experiences that will please guests.
The agency also worked closely with Netflix events and marketing teams to ensure a synergistic effect of playfulness and strategic messaging. Chris Blades, Head of Creative and Design, said: “Once you agree to the approach, we will work with the individual title teams to make sure the right stories are told in the right place.
He adds: “Our team has over 20 Cannes Lions, who have their second year in Cannes Lions. Offering the Netflix rooftop for Cannes Lions, they knew the level of creativity and immersion needed to ensure that activation speaks.
Historically, rooftop spaces have been an exclusive location for Netflix clients, but last year they opened up space to representatives for the day. Blaydes said: “We were so surprised and adored from the people and hear them and say that it was an outstanding moment for us that we looked into every detail. It was something we strived for and it was really special to be able to share our work with the wider Cannes audience.”
One of the challenges of this revitalization was the weather. The Seed Presents team, consisting of a reliable network of suppliers and about 150 production crews, had to make it possible to create a comfortable outdoor environment for delegation.
The agency had to make it possible to make people comfortable in the hot climate, dealing with shading guests from strong winds and rain on the roof.
In creating these memorable interactions, the presentations we saw were able to ensure that we were at the forefront of everyone’s minds when the Netflix brand left.
Blaydes said: “What we’re leaning towards is creating a B2C-style experience for B2B clients. The B2B landscape has been changing for a while, and participants are looking for participatory experiences instead of the traditional passive experiences associated with these events.
He adds: “Designing experiences that promote immersion for the 360 is essential to getting through. Often, we were able to transport every touchpoint, from seeing how to induce all the senses, ensuring memory and playing the iconic Kate Bush tracks from strangers to the smell of Emily, freshly baked pastries at Paris Boulanger.
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