Zefr Cannes Campaign
Zefr is an ad tech company that ensures brand advertising shows up next to the right kind of content on social media platforms. Marketers and media leaders know that one misstep can be catastrophic for their brands…and their careers. That’s where Zefr comes in – ensuring brand safety and suitability in these walled garden environments.
Zefr approached us to help them make a splash at the biggest industry event of the year: the Cannes Lions Festival of Creativity. They’d secured the biggest billboard on the iconic croisette – the oceanside boulevard that’s the heart of the festival grounds. But what to put on it? We tapped our friends at the creative agency Bruiser to help us conceptualize and realize something worthy of the opportunity.
Our campaign strategy was contextually relevant and inspired by the audience itself. Industry leaders come to Cannes to celebrate the best of creative marketing, build their networks, ink deals, and schmooze. It’s also a really fun time: yacht parties, rosé, and late night revelry. We wanted to nod to what makes the festival so special, and draw a cheeky connection to the sticky situations that could ensue.
The idea? Zefr keeps your brand safe. At Cannes, you’re on your own.
Our flagship billboard features a bemused ad man adrift in his linen suit, amongst the detritus of what must have been a fabulous yacht party.
The campaign was extended to surrounding print media, digital outdoor, and podcast audio reads – even a cheeky version featuring a rogue, lanyard-stealing lobster.
The good news is that this is just the start of our work with Zefr, and we’ll look forward to next year’s Cannes even more with this campaign under our belt…!
For even more BTS intel on the creation of this campaign, read our partner Nick’s write-up here. There’s international political intrigue, a whole lot of AI, and the triumph of a good idea!