TBWA Unveils Unique Ice Cream Experience at Cannes Lions Festival

This year, the Cannes Lions Festival of Creativity witnessed a refreshing twist as TBWA—also known as the Disruption Company®—unveiled its very own ice cream line. This unique initiative, dubbed "A Taste of Disruption," showcases bold and innovative flavors designed to capture the essence of TBWA's philosophy. The festival-goers are invited to indulge in these creations at a specially-designed ice cream truck stationed along La Croisette.

A Summer Treat in the Heart of Creativity

The ice cream truck, which operates from Monday to Friday between 10 AM to 6 PM, serves as a vibrant oasis for festival attendees looking to escape the hustle and bustle. Visitors are treated to a delightful range of flavors that break the mold of traditional options. Some of the standout selections include a whimsical honey and thyme mix that surprises the palate, a refreshing melon paired with spicy wasabi, an earthy blend of matcha and ginger, and a tart berry infused with timut pepper.

Global CEO of TBWA\, Erin Riley, emphasized the importance of this initiative, stating, "For us, Disruption is so much more than a methodology—it is a mindset, a spirit, a feeling." Riley personally kicked off the festivities by serving ice cream at the truck, further illustrating TBWA's commitment to making the festival experience lighthearted and enjoyable while still relevant to its core message.

The Design That Stands Out

Visually, the ice cream truck is a feast for the eyes, wrapped in a cheerful summertime rendition of TBWA's signature yellow, with diagonal stripes reminiscent of the brand's Backslash and the laid-back vibe of the Côte d'Azur. This eye-catching setup is strategically placed directly across from the iconic red carpet of the Palais, ensuring it becomes a focal point of the festival. Attendees have the opportunity to not only savor delicious flavors but also witness the playful spirit of TBWA in action.

A visit to the TBWA ice cream truck promises to be a delightful escape from the rigorous pace of the Cannes Lions Festival. Participants can enjoy a sweet treat while exploring the complete list of TBWA's disruptive contenders for this year, available at tbwacannes.com. This initiative reflects TBWA's mission to think outside traditional advertising methods, making a mark in both the culinary and creative landscapes.

As the festival continues, the TBWA ice cream truck invites everyone to stop by, taste the 'Disruption,' and enjoy the warm ambiance of creative collaboration and innovation that the Cannes Lions represents. If you're at Cannes this year, this is one treat you don't want to miss!