During the Festival, press ads, invitations, brochures and the dvd depicted famous directors doing other, less glamourous jobs. After all, with the wealth of new talent coming through they were going to need to find a new career. The idea continued into the event itself. World famous director, Tarsem, agreed to 'retrain' as conductor of the Nice Philharmonic Orchestra and gave his debut performance in front of 3000 of his peers before the showcase.

Joint best attended event of the Cannes International Advertising Festival. 7000 invitees - 3000 respondents (maximum capacity of Auditorium). Extensive press coverage in Ad Age, Campaign Screen, Campaign and Cannes Festival Daily.