At Cannes Lions 2024, I had the opportunity to support Givsly’s experiential marketing efforts as an intern, assisting with event coordination and content creation. Cannes Lions is a hub for the world’s most influential brands, agencies, and creatives, making it a critical environment where experiences need to stand out, resonate emotionally, and foster meaningful connections. My role focused on helping ensure Givsly’s presence at the festival was impactful and aligned with its mission of purpose-driven marketing.

One of the key initiatives I contributed to was The Impact Hub, an interactive space where Givsly and its partners showcased sustainable marketing solutions. The Impact Hub was designed to address the events industry's environmental challenges, contributing 10% of global carbon emissions. Givsly took a proactive approach to mitigate these impacts by creating a space that prioritized sustainability without compromising engagement. As part of my role, I assisted in event setup, supported on-site activations, and helped capture content highlighting The Impact Hub’s efforts to reduce carbon emissions and champion environmental stewardship.

The Impact Hub in use as a sustainable platform for the free exchange of knowledge and solutions for marketing with a purpose-driven approach.

Beyond event support, I contributed to Givsly’s social media presence, helping to capture key moments and amplify engagement across platforms. One of the most exciting events I helped document was Karaoke for Causes, presented by Flowcode, a brand leading in the latest QR technology, which was held during the official Cannes Lions Tuesday Happy Hour on the Palais des Festivals terrace. This one-of-a-kind event featured influential executives taking the mic for nonprofit donations, blending entertainment with purpose-driven impact. I assisted in filming social media content that showcased the energy of the event, capturing executives stepping out of their comfort zones to support meaningful causes. This content was used to extend the reach of the event beyond Cannes, engaging audiences online and reinforcing Givsly’s commitment to leveraging creativity for good.

Separately, I also had the opportunity to assist with video content creation for Flowcode. This role involved filming footage for Cannes Code, a video series that explored the latest themes and innovations in media and advertising featured at the festival. It was a valuable experience in producing dynamic event content, requiring me to quickly assess lighting, framing, and sound to ensure engaging footage. Working with Flowcode gave me additional insight into how brands leverage video storytelling in high-profile industry settings to enhance visibility and engagement.

Flowcode Founder & CEO Tim Armstrong speaking with President & CEO of OAAA Anna Bager for the Cannes Code video series

This internship reinforced my understanding of how experiential marketing goes beyond just creating engaging spaces. It is about aligning events with a brand’s mission, fostering meaningful interactions, and ensuring that storytelling extends beyond the moment. Through my time with Givsly, I saw firsthand how sustainability, entertainment, and purpose-driven marketing can be seamlessly integrated into large-scale industry events. Being part of a team that worked to create impact-driven experiences was an invaluable learning opportunity, giving me a deeper appreciation for how thoughtful marketing strategies can shape the future of the industry.