HP Graphics Solutions Business wanted to demonstrate their digital printing capabilities to advertising creatives in an effort open up an entirely new world of creative solutions to which they had never been exposed.

We asked our creative teams – where would YOU want to hang out in the middle of an intense, 24-hour Cannes competition? BBDO created a space that offered relief from the pressure of the competition, but was also inspiring. The Young Lions Den was a calculated mash-up of styles, with bold mid-century and modern designs, contrasting patterns and textures, all produced on unexpected, HP-printed substrates, like bamboo wood walls, fabric pillow covers, and custom-printed energy drink cans. Every surface in the Young Lions Den was a working example of how HP digital printing can help elevate great design work.

Through all touchpoints, we reached 94% of the Cannes audience with the HP GSB message, including 73% of attendees who were exposed to multiple HP messages. A breakdown of the Den stats include: • 2,744 estimated visitors to the Young Lions lounge during the week of the competition, an average of 392 attendees per day.

• More than 28% of the creative practitioners acknowledged having visited the Young Lions Zone (where HP’s lounge space was located).• Over 66% acknowledged attending the master classes and workshops, which were conducted within the Young Lions Zone.