Cannes 2022: Why It's So Much More Than a Celebration of Creativity

Over the past 2 years, we’ve seen some of the biggest shifts in consumer behavior—changes to how we live, how we work, how we entertain and how we shop. And digital innovation and creativity has been at the heart of it all, helping brands and businesses to grow in the midst of this transition.

Next week, after a 2-year hiatus, the advertising industry will descend on the south of France for the Cannes Lions International Festival of Creativity. And while Cannes has always been a celebration of creativity, this year it represents so much more than that.

This year, Cannes will be an opportunity for people to come together against the backdrop of some of the biggest challenges that we've ever faced—from living and working during a pandemic, the war in Ukraine, inflation and supply chain issues, staff shortages and looming recessions. It’s a time to take stock of where we are and how we might redesign old systems in new ways now that so much is open to reinvention.

At Meta, we’ve set out to showcase the creativity of our community, creators and partners at Cannes—we’ll have experiential activations at our Cannes headquarters at Meta Beach, thought leadership across multiple stages and much more. We’ll also share with our partners about the power and possibilities of our technology: from Reels to Commerce, Business Messaging and Horizon Worlds—and how together, we can work to create authentic connections between them and their communities.

With the unique backdrop of this year’s Cannes, we’re excited to bring attendees early glimpses of the metaverse to life, inspiring brands with what may be possible in the future while sharing the opportunities for businesses right now.

People visiting the Meta Beach will have a chance to experience Horizon Worlds through Meta Quest 2 and get a taste for how some early movers are already taking their first steps toward a more immersive and experiential internet. Attendees will also have the chance to experiment with Shops, take a workshop session on how to create best-in-class Reels and even capture their experience with Ray Ban Stories.

If you are able to join us in person, here’s a more detailed look at what you can expect to find at Meta Beach next week:

Reels Superstudio: Created in tandem with renowned artist Felipe Pantone, the Reels Super Studio is an interactive experience designed to bring out the creator in all of us. This stunning space offers the perfect backdrop for visitors to learn how to make expressive Reels from creators around the world, make your own Reel in Felipe Pantone-designed rooms paired with new AR effects, and leave with a free gift from the Instagram shop.

Horizon Worlds: People will be able to experience Horizon Worlds through Meta Quest, where they can explore Cloud Beach, Meta’s own virtual World designed specifically for Cannes. Through this AR exploration, attendees will learn what Horizon Worlds could mean for social connections, communities and business opportunities in the future.

Business Messaging: We’ll spotlight how business leaders can reimagine customer communication using Meta’s messaging solutions as a new creative canvas that can strengthen relationships between brands and their audience. As a part of its first time at Cannes, WhatsApp will have a series of branding and experiential activations, including a messaging concierge service on WhatsApp that will serve as a personal guide to the festival, as well as cabanas for private conversations. We’ll also host “The Art of Conversation,” a fireside chat series where we’ll explore how celebrities Hasan Minhaj and Yvonne Orji build connection with their audience through conversation.

Daily workshops: We’ll be hosting daily, hands-on workshops on everything from AR Creators to Business Messaging best practices. One of my favorite activations is our Reels Workshop, a 30-minute workshop where you’ll learn how to master all Things Reels—including savvy transitions, timed text, green screen, AR effects and more.

Daily thought leadership on the Meta Beach stage: As part of Cannes official programming, leaders that span the advertising, creative and entertainment industries will take the stage at Meta Beach to discuss how technology and creativity work together to create connections between brands and communities.

Some of the sessions that I am most looking forward to include:

• The Best Metaverse Strategy Starts Right Now: A conversation with our Chief Business Offer Marne Levine, L’Oreal Chief Digital Officer Asmita Dubeyt, ABInBev Vice President of Global Brands Richard Oppy and MINI Global Head of Brand Management Sebastian Beuchel on how these incredible brands are already working on their metaverse strategy through the durable connections that they are building with their customers today.
• The Future of Creators and Connections: Nicky Bell, Vice President and Global Head of Meta’s Creative Shop, will sit down with a panel of creators to discuss the evolving role between creators and brands. The panel will include Ashley Briley, VR Creator and Consultant, Don Allen Stevenson III, XR Creator & Metaverse Consultant and Ash Xu, Creator/Director.
• Creators x Commerce: Driving Discovery with Issa Rae & Influential: Alvin Bowles, Meta’s Vice President of Business Ecosystem Partnerships, will take the stage with producer, actress and writer Issa Rae and Influential CEO Ryan Detert to discuss how creators are ushering in the next wave of the digital economy by building brands, helping consumers discover products and driving loyalty.

For more details on how you can join us next week, be sure to check out our website for full thought leadership programming, locations and hours of operations.

I hope to see you at the beach!