Cate Blanchett stunned in Givenchy for the premiere of the Garence during the 79th Cannes Film Festival. Adam Driver wore a custom tuxedo tailored by Zegna while Chloé Zhao rocked Schiaparelli Haute Couture at the Paper Tiger premiere. Kristen Stewart donned a Chanel gown and Woody Harrelson sported Celine when they walked the red carpet for Full Phil. Where the A-listers go, the brands follow.
Not only is the festival one of the most prestigious cultural events of the year, it has also become a space for luxury brands to showcase their wares in a glamorous setting. L’Oreal was there with the makeup. Chopard brought the jewelry. BMW used the Croisette to show off its new BMW 7 Series, shuttling A-listers to meetings around town. Peugeot showed support for Pathé’s film selection at the Cannes Film Festival and used the event to launch its partnership with Alexandre Castagnetti’s upcoming feature film The Phantom of the Opera, with a large display in front of the legendary Carlton Hotel on the Croisette.
Campari hosted the after parties at its lounge in the Palais. Telmont provided the champagne. The Magnum Ice Cream Company returned for the 14th year in a row with an experiential beach activation called “House of Magnum” that featured Cannes’ first‑ever fashion show who tapped stylist Law Roach for the looks and icon Heidi Klum to close the show. The event serves as a stage for the brand to kick off its summer campaign, activate creators and promote itself as a little luxury for consumers.
“Food really became a gateway into luxury and the good thing is that consumers actually see Magnum already as a little moment of luxury,” said Tobias Spaarjan, global marketing lead at The Magnum Ice Cream Company during the Brand Innovators Entertainment Marketing Summit during the Cannes Film Festival.
Nespresso has been at the festival for more than 15 years. This year, the brand returned with a beach activation built on its latest global marketing campaign “Vertuo World,” starring Dua Lipa the guest of honor at the brand’s Friday night party during Cannes. Michael Melmoe, head of brand and brand partnerships at Nespresso UK and Ireland, who also spoke at the Brand Innovators event described the activation as “an invitation to play… that resonates with the next generation of coffee consumers.”
Mastercard rolled out the red carpet as part of its 11-year partnership with the festival where it offered members pinch me moments including packages to stay at the Majestic Hotel among the stars, access to gowns to wear on the red carpet and invites to exclusive parties as part of its Priceless brand platform.
Kering sponsored the 11th annual Women in Motion program, an effort that celebrates women in cinema. This year, the brand honored Julianne Moore during its award ceremony, which attracted the likes of Salma Hayek, Isabelle Huppert and Demi Moore.
Brand Innovators was at the Caffe Armani in partnership with The Ankler to host Croisette Conversations which featured a mix of executives, filmmakers and actors. Speakers included actor/director Diego Luna, producer Lauren Miller-Rogen, actor Diego Calva, directors Reed Van Dyk, Arie and Chuko Esiri, as well as Bill Kramer, CEO of the Academy of Motion Picture Arts and Sciences and Michael Melmoe from Nespresso, Gayathri Renil and Tobias Sparnaaij from Magnum and Beyza Kapu from L’Oreal.
We’ll be back on the Croisette for the film festival again next year, but before that we’ll have several stages at the Cannes Lions in June. Drop by and say hello!
