Your 2026 Cannes Lions Playbook

Cannes Lions isn't really one event. It's hundreds — happening across yachts, rooftops, beach clubs, and pop-up villas, all within a two-kilometer stretch of the Croisette.  

Every brand there is competing for the same thing: a moment of someone's attention.

The brands that win don't necessarily have the biggest builds or the most famous performers. They have the clearest point of view, the tightest execution, and just enough white space in their week to be present when something interesting happens.

This guide is built to help you do all three. It's pulled from a decade of helping brands pull off Cannes — what's worked, what's flopped, and what we'd do differently if we were standing in your shoes right now.

Let's get into it.

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Pressure-testing your activation concept

Cannes rewards the bold. Use these questions to pressure-test your concept.

Ask yourself: "What's our story?"  

The best activations are rooted in something real. At Cannes 2025, Spotify's Cover Art Creator let guests snap a selfie, generate custom playlist artwork, and walk away with it printed or sent to their socials. The activation was about music, yes, but it was really about making every guest feel like a collaborator.  

Ask yourself: "How can we invite participation?"

Amazon Port's "Plaza of Passions" was built around a simple idea: people connect through shared interests, not shared demographics. So, every zone made you do something — design your own fragrance with AWS, grab a genre-inspired slushie at Prime Video, or get your fortune told by Amazon Devices.  

Ask yourself: "What's the moment worth capturing?"  

Netflix's Mood Studio had guests take a touchscreen mood quiz that shifted the room's lighting, sound, and ambiance in real time — ending in a personalized photo moment built to be shared.  

Ask yourself: "How do we make the audience the story?"  

LinkedIn's Studio gave attendees a QR code that unlocked an AI app coaching them on what content was trending for their profile and when to post it. Then they shot custom videos on-site.  

TLDR: Your concept doesn't need to be extravagant. It just needs to be yours.

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Your final Cannes checklist

Here's what to lock down in Splash before you land.

Right now

Lock in your on-site crew  

Add Crew licenses and assign users to the On-Site Specialist role

Connect your CRM

Enable bi-directional Salesforce or Marketo sync in Integrations

Track RSVPs

Create Tracking Links for each remaining invite send

Convert interest into attendance

Filter your Guest List by email engagement (Clicked or Opened) and send one last targeted nudge

Final two weeks

Get your check-in team ready

Download the Splash Host app on every check-in device

Get your flow down

Enable QR codes on confirmation emails and set up a walk-in registration flow for day-of arrivals

Keep your team in the loop

Connect Splash to Slack, create a dedicated channel, and get live notifications every time someone RSVPs or checks in

Set your reminders and step away

Schedule your reminder email cadence in the Email Sender so it sends without you

Event week

Run a tech check

Do a test check-in on the Host App and confirm CRM sync is working as expected

Stay on top of attendance

Monitor live check-ins and guest activity from the Host App dashboard

Post-event

Run a post-mortum

Open Reporting to review metrics like email performance and RSVP-to-check-in rate

Follow up while it’s fresh

Build and send your follow-up email(s) in the Email Sender within the first week

Give team visibility

Make sure the event is in a past Splash Hub for future reference

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Making the most of your time

Getting to Cannes is one thing... getting the most out of it is another.

• Build travel time into everything. The Croisette runs over 2km end to end — getting from one activation to another in the heat can easily take 20–30 minutes, especially when you factor in crowds and inevitable run-ins. Leave breathing room between every commitment.  

• Find your base. Pick a café, beach bar, or terrace to call home for the week. It makes you easier to find, gives you a place to recharge, and — as seasoned attendees will tell you — some of the best conversations happen in quieter spots rather than the biggest parties.  

• Use every queue. Popular sessions draw long lines. Instead of dreading them, use the wait to meet whoever's standing next to you. The same goes for the Cannes Lions app — message other delegates before you even arrive and set up meetings in advance.  

• Don't over-schedule. Leave room for spontaneous invites, unexpected conversations, and the moments that don't appear on any agenda (that's usually where the real value is).

• Pace yourself like a marathon runner. Cannes is a sprint on paper and a marathon in practice. Hydrate constantly, eat real meals when you can, and don't go hard on night one — people burn out by Wednesday.

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Your Cannes packing list

Don't let the logistics derail the experience. This list is road-tested by people who've racked up 20,000+ steps a day on the Croisette.

Footwear and clothing

• Broken-in, comfortable shoes are a non-negotiable. New shoes will end your week early.  

• Blister plasters — even with great shoes, bring them!

• Light, breathable layers for daytime (linen is your friend)

• A lightweight jacket — evenings on the waterfront get cooler than you'd expect  

Sun and hydration

• High-SPF sunscreen — buy it before you land, prices spike during festival season

• Sunglasses and a hat; most queues and street sections have zero shade

• Reusable water bottle (refill stations are available throughout the festival)

• Electrolyte sachets or hydration tablets for when dehydration sneaks up on you fast

Tech

• Two portable phone chargers — rotate them so you're never hunting for an outlet

• Your check-in device with the Splash Host App loaded and tested

• European outlet adapters if you're traveling from outside France  

• A QR code linking to your LinkedIn or digital business card  

• Notebook and pen for when tech fails you

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Make this year's activation a milestone

Your presence at Cannes starts long before the festival — and extends well after it ends. Plan with intention, build with your audience in mind, and let your data tell the story once it's all over.

Planning for Cannes is complex and takes real work. Be sure to take a step back, enjoy the experience, and be proud of what you've built.

We sure are.