Cannes Lions: In-Person Brand Experiences | StudioXAG

There’s a certain kind of magic that only happens in person. The electricity of a space. The atmosphere you can’t download. The way a moment sticks because you felt it.

In a world obsessed with digital everything, we’re seeing brands come back to what’s real, experiences that are tactile, social, human. Not just content to scroll past, but memories people carry with them.

At Cannes, the predictions of the future in marketing all echoed one thought, that experiential marketing isn’t just having a moment. It’s becoming the moment and brands need to cut through the noise, touch on all the senses and connect with their communities.

Cheryl Guerin, EVP of Global Brand Strategy and Innovation at Mastercard, took to the stage at Cannes with a clear message: the brands that win are the ones people feel.

Her talk zeroed in on the challenge every brand faces today: how to stay relevant when your product is increasingly digital and touchless.
“We just created a haptic brand, a brand you could feel… trust coding is going to be more important than ever,” she explained.

With so many interactions happening on screens, Mastercard is building a system of sensory cues, visual, sonic and now haptic, that give customers confidence in the moment.

But Mastercard isn’t stopping at digital. Guerin shared how they’re investing in real-world, emotionally rich brand experiences. Think: Netflix Experiences, where Mastercard cardholders get immersive access to pop-up events inspired by shows like Squid Game. Guests don the jumpsuit, follow scavenger hunts and catch the premiere before it drops.

Then there’s their global series of “Priceless Restaurants”, multi-sensory dining experiences where Mastercard takes over entire spaces with curated scents, custom soundtracks and projected views of far-flung locations.

These moments aren’t just feel-good; they drive real business outcomes.

Mastercard has seen lifts in spend, retention and brand preference following experiences like these. “There’s no missing attribution to the brand if you have an amazing experience that a brand enabled for you.”

This push to make digital brands tangible shaped some of the most talked-about pop-ups along the Croisette. Pinterest’s Manifestival transformed the idea of a moodboard into a sun-soaked playground. “It felt exactly like stepping inside a Pinterest board, it was hands on, creative and very human.” Live tattoos, craft stations, aura readings and DIY printing made it feel social and shareable, inviting everyone to slow down and build their own Pinterest moment on the spot.

Just down the beach, Canva’s Creative Cabana turned an online design tool into a bright, laid-back hangout with retro AI slide viewers, popsicles and a ball pit that brought the brand’s playful spirit to life. “It feltl very Canva, bright, fun and accessible.”

Beyond the sun and free ice lollies, the point was clear: even the most digital-first platforms recognise that their audience wants more than just clicks. They want something to hold, photograph and tell their friends about.

Pop-ups and brand experiences work best when they don’t just sell, but spark something people feel. When brands get it right, they make people feel seen and valued, and that connection outlasts any feed scroll or ad click.