TikTok brings a tent to 95º weather at Cannes Lions 2024, but comes out on top that one day it rained (copywriter, concept development)

If you were at Cannes this year (full name: Cannes Lions International Festival of Creativity (I thought brevity was important in creative?)) then you may have stopped by the TikTok tent. Well, because the top of the tent was clear plastic, the summer humidity on the French Riviera turned that tent into a greenhouse. It was hot on day one.

Thanks to our quick-working team, most of the issues were taken care of by day two, and we had a packed house from open to close all week. And when it rained on Wednesday, all those brands on the beach were insanely jealous when they had to shut down. Everyone crowded into the TikTok space to hang out, engage, and wait out the storm. Who’s laughing at the tent now?

Anyway, I was responsible for both concept development of our tent space, plus all the copywriting around it. I led and directed the team on all the activation concepts, not least of which was the popsicle trolley, which came in very handy when the temperature was flirting with triple digits. We also had a Fit Check Station, a Swag Bar, an engaging product corner, and a crowd of TikTok creators teaching guests how to create on the platform.

Cannes was a huge success for TikTok this year, especially our presentation stage, which had a full slate of thought leadership, panels, and insightful interviews all week. Until next year!