micebook Awards 2024 Winners Book - Flipbook - Page 8
Best Creative Concept
Sponsored by
W INNER
Cheerful Twenty昀椀rst
Stagwell Sport Beach
Stagwell, the challenger network built to transform marketing, wanted to make a name for
themselves at the busiest advertising festival in the world.
At Cannes Lions 2023, they wanted to bring together marketers, brand partners and their
agencies for an experience beyond the expected – something totally di昀昀erent to the usual
cabana-style beach activations at Lions.
So, Cheerful Twenty昀椀rst built them their own arena on the beach. Inspired by the concept of
adult play, Sport Beach o昀昀ered better than court-side access to the world’s biggest sports
in昀氀uencers and culture drivers.
A sand-to-stadium beach build, this 420 pax activation brought audiences out of their seats
to break down barriers and build long-lasting partnerships right there, on the court. C-suite
marketers could be found playing ball with NBA stars whilst A-list delegates worked out
alongside NFL legends.
On and o昀昀 the court, strangers became teammates giving brands and athletes the opportunity
to literally team up like never before. Sport Beach was the 3rd most searched story of the
week, behind Spotify’s two headline concerts. One in three Cannes Lions delegates claimed
their pass to their now iconic beach event.
The chief brand o昀케cer at Stagwell Group said: “Sport Beach exceeded expectations and
the general consensus is that we ‘won’ Cannes. In many ways, that is down to Cheerful
Twenty昀椀rst.”
Judges praised the “incredible, unique and well thought out creative concept, with great
results and feedback.”
Highly Commended
Purple Dog Solutions
LBX Dynamic Press Launch
Finalist
D&F @ Meta
Blue Sky Monday
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