My First Cannes Lions: A French Perspective on Moving OOH at Its Finest

By OOH TODAY believes all voices, not just the loudest, must be heard Last updated Jun 27, 2025

My First Cannes Lions: A French Perspective on Moving OOH at Its Finest

by Julie de SOUZA, co-founder LED Truck Media

After eight years in the industry, 2025 marked my very first time attending the Cannes Lions. As a French native, I’ve known Cannes as a glamorous coastal destination—but never through the lens of the advertising world. While I was holding down the fort with our business and kids, my partner in life and in business, Jonnathan Trilleras, had already experienced Cannes in 2023 and 2024. This year, it was finally my turn.

Let me say this: it’s worth every penny!

Cannes is known as the French city of conferences and festivals. During Lions week, the entire city transforms, drawing over 12,000 attendees from around the globe. The Cannes Lions is a festival of marketing and creativity where advertising takes center stage—yet traditional OOH placements are surprisingly scarce. The boardwalk displays are charming but small, and much of the advertising is creatively constrained.

During the Cannes Lions, you will find different but very few OOH formats like static and digital balcony banners, large temporary displays in front of landmarks like the Carlton and the Martinez. LED Truck Media was the only company offering true Mobile OOH advertising. We had three LED trucks, four LED tricycles, LED backpack walkers, and a branded LED ball, all those media delivered unmatched visibility across the Croisette and beyond. The trucks made a strong impact along the main road while the bikes and walkers provided agility and presence in pedestrian areas, near beach clubs, and close to festival-goers. We ran a mix of exclusive and shared content campaigns. Some brands opted for 100% share-of-voice (SOV) trucks for maximum impact like Tik Tok, while others participated in shared-loop formats throughout the four days of activations.

Side note; When it comes to OOH in Europe—or any walkable city—this combination is the winning formula. LED trucks deliver scale, while bikes and walkers ensure proximity and flexibility where vehicles can’t go. The narrow, charming infrastructure of European cities actually makes this mix ideal for creative, mobile brand presence.

Outside the OOH arena, the Cannes Lions experience is unforgettable. From beach takeovers to private events hosted by major brands, there’s no shortage of inspiration and connection. One highlight for me was spending time with fellow women in business through The Female Quotient.

We’ve also proudly partnered for years with DPAA, the leading global marketing association led by Barry Frey and his team Noah Klas, Zach Sherman and Blake Kelley. DPAA brings not only a strong business network but also a sense of community that enriches the Cannes experience. I was thrilled to finally meet long-time industry peers including Denise Levine (Branded Cities), Jonathan Gudai and Lauren Steiner (Adomni), Iva Anic (Anic Outdoor), Simon Powell (Remarkable Media Group),Mark Kidd(Captivate),Jim Wilson(MediaHive) and newcomer Alberto Mestre (Mobilads) experiencing both DPAA and Cannes Lions for the first time.

Attending Cannes Lions was more than worth it! It was a powerful investment in both our business and personal growth. The visibility, connections, and impact we gained will resonate well beyond the event itself. And yes, we’re already gearing up for Cannes Lions 2026!