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| Bonjour Mesdames et Messieurs, |
| It’s that time of year when the marketing, advertising, and creative communications world descend on the French Riviera for the Cannes Lions International Festival of Creativity–a week of networking, inspiration, thought leadership, and parties. We’re especially excited this year to partner with Marriott International, and VaynerX, supporting their presence at Cannes Lions and bringing even more creative energy to the Croisette. |
| A crew of BMFers will be on the ground–working, networking, and, yes, working the rooms. If you’ll be in town, reach out to Founding Partner Brian Feit at brian@wearebmf.com to connect and say hello. |
| In this issue, we’re sharing a bit of intel we’ve gleaned after years of activating at Cannes Lions. Whether this is your first Cannes Lions or fifteenth, our Top 10 Cannes List ensures you’ll be prepared for the week. We’ve also rounded up the must-see activations, experiences, and programming that caught our eye for 2025. |
| So whether you’ll be there IRL, or following along on your phone–keep reading for inspiration–and don’t miss our refreshed Cannes Travel Guide, designed to help you make the most of your Lions week (or your next trip to the south of France.) |
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| Pulse Check: BMF’s Cannes Lions Survival Guide |
| Cannes moves fast. Between beach takeovers, yacht parties, and panels that blur into more parties, it’s easy to miss the moments that matter. This guide is everything you need to know to show up smart, connect with the right people, and keep your energy high from strategy talks to spritzes. Make sure to pack our point of view, and definitely some SPF. ➔ |
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| BMF Connects With Peggy Roe |
| BMF founding partner Brian Feit sat down with Peggy Roe, EVP and Chief Customer Officer, Marriott International to discuss Cannes, the importance of curiosity and being close to the customer, and MARRIOTT MEDIA, the new partner media network shaped for the traveler. ➔ |
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| | The New + The NoteworthyEverything Worth Doing/Seeing/Getting/Booking |
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| Photo via Marriott International |
| BMF client Marriott International has launched MARRIOTT MEDIA (RIOTT MEDIA for short) at Cannes Lions International Festival of Creativity — a reimagined media network with travelers in mind. Backed by 230M+ loyalty members and nearly 1M hotel rooms, RIOTT MEDIA connects brands to high-intent guests across the Marriott app, website, and in-room screens—without compromising the guest experience. RIOTT MEDIA is changing the game for travel media, with thoughtful, data-powered partnerships that enhance every step of the journey. Read more here. ➔ |
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| | BMF client VaynerX returns to Cannes Lions 2025 with its seventh annual activation, now hosted at the centrally located Chez Vayner Café in the ZOA Bistrot. This experience includes C-suite roundtables, creator-focused sessions, and evening events like the VX After Dark series. Highlights include the “Wine & What’s Next” kickoff, the “CMO Circle” series, and the “Gallery Clubhouse: Cannes Edition” for creator-centric programming and activations. Find out more here. ➔ |
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| | BMF client The Female Quotient's Equality Lounge returns to Cannes Lions 2025 at the Hôtel Martinez, creating a hub for equity-driven conversation and connection. From June 16–19, the space will host panels on gender, innovation, AI, and allyship–alongside perks like a purpose-led pop-up shop, headshot station, and styling sessions. No badge needed, just bold ideas and community. Explore the lineup here. ➔ |
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| | LinkedIn will return to the Croisette with Place to B2B, its signature hub designed to elevate the power of professional creativity. Expect bold conversations, sharp insights, and community-first programming that redefines what B2B looks like in 2025. From data-driven storytelling to brand-building at scale–this is where business gets personal. To learn more and register for the event click here. ➔ |
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| | DEPT®, the global agency blending tech and creativity, returns to Cannes Lions 2025 with the Secret Garden—a serene yet energized space just off the Croisette. Featuring panels with leaders from NVIDIA, eBay, and Foot Locker, the activation explores AI, sustainability, and the future of creative scale. With lush design, live podcasts, and hands-on experiences, it’s where big ideas are nurtured to grow. Learn how to join the fun here. ➔ |
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| | Influential Beach returns to Cannes Lions 2025 from June 16–20 at La Mandala Beach, marking its largest activation yet. The week features wellness sessions by Barry’s, daytime CMO panels, and evening performances by Jason Derulo, Anderson .Paak, and Busta Rhymes, alongside appearances from Eva Longoria and Russell Westbrook. Wednesday's event supports Big Brothers Big Sisters of America, highlighting the Changemakers Challenge aimed at raising $5 million for youth mentorship programs. Learn more about the events here. ➔ |
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| Photo via Spotify Newsroom |
| Spotify Beach returns to Cannes Lions 2025 for its 10th year, transforming the Croisette into a vibrant hub of music, technology, and culture. From June 17–20, the beachfront venue will host daytime panels with artists like John Legend, Janelle Monáe, and Tyla, alongside immersive experiences such as the AI-powered DJ, personalized daylist activations, and live podcast recordings. Learn more about the experience here! ➔ |
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| | Meta Beach returns to Cannes Lions 2025 with a dynamic lineup of AI-powered demos, immersive Horizon Worlds showcases, and sessions led by Meta’s creative and tech leads. Attendees can explore how tools like Meta AI, Ray-Ban Meta smart glasses, and Reels innovations are reshaping storytelling and brand engagement. The beachfront space doubles as both a creative playground and strategic forum for marketers looking to future-proof their ideas. Register for the event here. ➔ |
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| | Pinterest’s Manifestival returns to the Carlton Beach Club with a bold call to action: Make It Real. This year’s activation transforms saved Pins into sun-soaked experiences through DIY charm bars, tattoos, style consultations, and hands-on workshops designed to spark self-expression. It’s where inspiration jumps off the screen and comes to life on the sand. RSVP here! ➔ |
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| | Stagwell returns to Cannes Lions 2025 with Sport Beach, the official LIONS Sport partner, transforming La Plage du Festival into the arena where sport meets storytelling. Expect bold conversations with global icons like Chris Paul, Mo Farah, and Alex Rodriguez across themes like “Athletes as Creators” and “Tech & Innovation Unleashed.” It’s where the power of sport drives the future of brand creativity. Learn more about the event here. ➔ |
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| | The FrequencyWhat We’re Listening To Now. |
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| | James Blake will take the stage at Cannes Lions 2025 to break down the intersection of artistry and discipline in a session that blends live performance with raw creative insight. Titled “The Magic and Rigour of Unfettered Creativity,” the Grammy-winning artist will reveal how emotional depth, experimentation, and control fuel his genre-defying sound. Expect a boundary-pushing moment where music meets meaning—and the process becomes the performance. ➔ |
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| BMF has linked up with Flash GEA (jē), NYC’s breakout DJ and genre-mixing producer with a cult following and a sound that’s lighting up the city’s most iconic rooms. Known for blending big room techno with gritty acid house, @flashgea is the go-to selector for brands, tastemakers, and underground heads alike. For this edition of The Pulse, Flash curated a playlist of the anthems that will echo through Cannes–listen here. ➔ |
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| | That’s Fire By Sir Candle Man 🔥 |
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| BMF tapped fragrance tastemaker Kudzi Chikumbu, aka Sir Candle Man, for our Cannes Edition scent spotlight. We're burning REBEL by Maison Nomad Noé, a fragrance that channels the Riviera in a single flicker. It’s like the sparkling neroli orange zest, soft incense and jasmine floating in the breeze. It’s that rare blend of coastal air and Grasse florals that defines the South of France. Light it and you’re instantly there, elegant, effortless and a little rebellious. ➔ |
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| | The DestinationNow Departing... |
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| Photo via Maire de Cannes |
| Cannes is a beautiful coastal city on the French Riviera, known for its luxury, beaches, and international film and creativity festivals. Each summer, it becomes a global hub for culture, business, and high-profile events including this June with Cannes Lions. ➔ |
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| | | | Let’s chat about how we can keep your brand in tune with the pulse of culture. |
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| | The SublimeCreators, Innovators, And Cool $#!+ You Should Know About. |
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| | Alix Earle will take the stage at Cannes Lions 2025 to unpack her role in Poppi’s $2B brand rise, joining a headline session that redefines creator influence. From the Palais to the Port, she’s bridging the gap between virality and value, proving Gen Z creators are now core to brand strategy. With stops at the Amazon Port and Spotify’s after-dark events, she’s everywhere the conversation is. For more information, click here. ➔ |
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| Photo via Sports Business Journal |
| Serena Williams will headline Cannes Lions 2025 with Reckitt, discussing how innovation and inclusion can drive societal change. As founder of Serena Ventures—backing 85+ companies, including 14 unicorns—she champions underrepresented founders. Expect a powerful conversation on purpose-driven entrepreneurship and building a more equitable future. ➔ |
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| | Celebrating its 20th anniversary, Future Lions 2025 returns to Cannes Lions to spotlight the next generation of creative talent. Leading the U.S. charge is Team USA, with winners from Amazon, Google, McCann, and Initiative taking top spots across Film, Digital, Media, PR, and Print. Media winners Morgan McAlister and Dana Nathanson also took home the first-ever Young Lions Titanium Award, proving Team USA is a force to watch. For more information about the competition, visit this link. ➔ |
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| | Apple will be honored as the 2025 Creative Marketer of the Year at Cannes Lions, marking its second time receiving this prestigious accolade. The recognition celebrates Apple's sustained creative excellence across multiple disciplines, including Brand Experience & Activation, Film, Health & Wellness, and Media. Tor Myhren, Apple's Vice President of Marketing Communications, will accept the award and deliver a keynote at the final Awards Show on Friday, June 20. Watch the campaign that helped get them the award here. ➔ |
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| | Adobe and The Coca-Cola Company have partnered to present “Made by You × The Coca-Cola Company,” The experience invites attendees to harness Adobe’s generative AI tools to design campaigns, blending creativity with cutting-edge technology. The collaboration exemplifies the future of brand storytelling, where innovation and personalization converge. Find out more about the collaboration here and to find event details here. ➔ |
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| | Viral sensation and podcast host Jake Shane will participate in the "Virality Masterclass: How to Become The Internet's Fave." Jake will have an interactive session exploring the origins and evolution of meme culture, the psychology behind viral trends, and strategies for integrating humor and heart into marketing. Attendees will engage in practical activities, such as content creation using disposable cameras, to grasp the tools and platforms essential for going viral. ➔ |
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| | Instacart is bringing retail media to life with “Produce on the Parvis,” a supersized pop-up shaped like its signature grocery bag. Festival-goers can sip iced coffee while exploring the AI-powered Caper Cart and smart retail innovations that blend utility with creativity. The activation spotlights Instacart’s evolving identity, not just as a delivery app, but as a serious player in shoppable content, data-driven advertising, and connected commerce. Learn more about the event here. ➔ |
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| | The Week in ReviewICYMI... |
| Travel Summer Travel Forecast: Busiest Days To Fly And How To Save On Airfare ➔ Where To Go In Paris, Tokyo, Cairo, And More According To The World's Most Stylish People ➔ IHG CEO Sees U.S. Travel 'Bounce Back,' Targets Asia For Expansion ➔ The ‘Golden Summer Of Cheap Flights’: Now’s The Time For Last-Minute Deals ➔
Fashion & Beauty Harris Dickinson’s Next Act? A Rhode Campaign ➔ Louis Vuitton Names Jeremy Allen White As Brand Ambassador ➔ Mary Phillips Said To Be Launching Makeup Brand ➔ Quince Enters the Beauty Marketplace ➔
Entertainment Spotify Unveils Cannes Lions Spotify Beach Lineup ➔ In Grey Goose's Cinematic World, Pleasure Is Non-Negotiable ➔ Candace Parker To Headline Variety’s Innovation In TV Brunch ➔ ‘Call Her Alex’ Review: Alex Cooper Doc’s Biggest Reveals ➔
Technology At Cannes Lions, Meta Makes The Case For A New Marketing Era—Driven By Creators, Fueled By AI ➔ Apple’s MacOS Tahoe To Be Final Operating System To Work On Intel Macs ➔ How Benefit Is Reimagining The Customer Journey With AI ➔ YouTube Loosens Rules Guiding The Moderation of Videos ➔
Media Variety Announces ‘In the C-Suite’ Conversations, Presented By Canva At Cannes Lions ➔ Cannes Lions Still Pushing The Boundaries Of Marketing Creativity and Innovation After 71 Years ➔ Meet The 2025 Cannes Lions Creator Class: Alix Earle, Amelia Dimoldenberg And More ➔ With Help From Post Malone, Stanley 1913 Wants To Show It Sells More Than Cups ➔
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