The Rejuvenation of La Mer:

Luckily for us, the festival is located on the French Riviera, the coastline overlooking the most alluring seas of the planet, the Mediterranean. So generous and replenishing, this body of water has attracted the likes of Pablo, Brigitte, Zelda and F. Scott.

Our idea was to invite delegates of the Cannes Lions and Lions Health Festivals to luxuriate in these soothing waters with free paddleboard rides. Open to all. Away from the crowds. No badges or VIP passes.

Video & Image Postings on Facebook, Instagram & Twitter:

Targeting the 15,000 Cannes Lions Delegates, the paddleboarding was held between June 18-21 and located at Cannes Stand Up Paddle on Plage du Mouré Rouge.

One week prior, we promoted the event with video and image postings on Facebook, Instagram and Twitter. Established an official event of the Cannes Festivals, email invitations were then sent out to delegates of Lions Health and Cannes Lions.

The Party-minded Cognoscente of Cannes Accepted Our Offer:

The campaign took off going viral with likes and shares. And our postings appeared on worldwide blogs. In just one week, SSW social media pages resulted in:

• 213% increase in impressions

• 248% increase in profile visits

• 235% increase in new followers

• 219% increase in engagement

• 719% increase in link clicks

So when the event launched on June 18th, groups from as far as Melbourne were lining up for paddles. Students from Iowa conducted paddle pushups on water. And delegates from London to San Paolo were standing up to ride the waves.

We helped changed the single-minded behavior of hedonistic revelers proving that wellness does indeed have a place within the debauchery of Cannes.