TBWA’s by-line, The Disruption Company, is a statement against bland advertising that the agency is keen to promote. Where better than to do that than at Cannes Lions?
How better to do that than with an ice cream truck, and a range of surprising ice cream flavours that epitomise A Taste of Disruption.
TBWA is inviting festival attendees to take a break from the pace and chaos of La Croisette and enjoy combinations such as sweet and surprising honey and thyme, refreshingly spicy melon and wasabi, earthly matcha and ginger and tangy berry and timut pepper.
The activation was created by TBWA’s design and experiential agencies, Design by Disruption (DxD) and Auditoire. The Riviera-inspired ice cream truck will stand directly across from the Palais’ red carpet and is open daily from Monday to Friday, 10:00 am to 6:00 pm during the Festival to all pass holders.
“For us Disruption is so much more than a methodology, it is a mindset, a spirit, a feeling,” stated Erin Riley, global CEO of TBWA\Worldwide, who will be personally serving guests on Monday, June 16 at 12:00 pm.
“We wanted to bring that to Cannes in a light-hearted, but totally relevant way. We are quite literally giving the festival a taste of Disruption.”
The truck’s exterior is wrapped in a summery take on TBWA’s signature yellow, with diagonal stripes inspired by the brand’s Backslash and the beachfront vibe of the Côte d’Azur.
