MOST FAMOUS CANNES LION
Changing how the advertising industry thinks about creator marketing.
Publicis Groupe wanted to prove that creator marketing could deliver the reach of the Super Bowl without the Super Bowl budget. Rather than making the claim in a presentation, we decided to demonstrate it in real time at the world's largest gathering of marketers.
During the Cannes Lions Festival, we turned a real lion named George into the most talked about lion in Cannes. Powered by Influential's network of 15 million creators, the campaign reached a Super Bowl-sized audience on a budget that cost less than sending the C-suite to the French Riviera.
What began as a playful stunt became a live demonstration of the product itself. Instead of telling people what creator marketing could do, we showed them, transforming the conversation from media claims to measurable proof.
Client
Publicis Groupe / Influential
Agency
Le Truc, New York
Role
Creative Director
Contribution
— Originated the campaign idea, turning a real lion named George into a live demonstration that creator marketing could deliver Super Bowl-scale reach on a fraction of the budget.
— Led the creative direction across the campaign, shaping the visual identity and collaborating with photographers to bring the concept to life.
— Partnered with Influential to identify and recruit creators whose reach and audiences could maximize the campaign's impact.
— Oversaw production, reviewing and approving creator content to ensure every piece remained true to the creative vision.
— Helped design the campaign's digital experience, collaborating on the UI, interactive tools, and website that brought the platform to life.
