#France #Roblox #Cannes #Dentsu Group #UGC Creators

Dentsu Group and Roblox Shine at Cannes Lions 2026

The Dentsu Group recently held a captivating session at the prestigious Cannes Lions International Festival of Creativity 2026 in Cannes, France. This event brought together creators, brands, and industry leaders to explore the emerging dynamics between user-generated content (UGC) creators and businesses, under the theme "Igniting with Creators."

The session highlighted how the landscape of content creation is expanding beyond businesses to include individual creators, focusing on the new possibilities arising from the convergence of technology, entertainment, and next-generation creators. The discussion emphasized strategies for nurturing future growth in content business through collaborative efforts.

Aoi Yamamoto from the Dentsu Global Business Development Office moderated the session featuring prominent speakers:

• - Dominik Hadlow (Founder of DOMZ)
• - Lisa Willett (Senior Director of Global Strategic Partnerships at Roblox)
• - Sigmund Bjørnhaug (Executive Director at GeekOut Studio)

At the event's start, Dentsu introduced its co-creation platform, "House of Creators," which aims to support future content creators. As the advancements in artificial intelligence significantly increase the volume of content, establishing strong engagement and trust with communities becomes increasingly vital. This backdrop led to discussions on the potential of collaborating with various UGC creators across different platforms, examining how their creativity can deepen community engagement.

Bjørnhaug shared a compelling case study illustrating the robust relationship between creativity, community, and engagement. He introduced the "Egg Hunt," a large-scale adventure RPG event on Roblox that has captivated audiences since its inception in 2008. After several hiatuses, the event's community-driven crowdfunding campaign reached its financial target within 48 hours, signaling a strong and sustained interest within the community as they aim for a summer launch in 2026. This initiative exemplifies how a community can maintain long-term enthusiasm and deep engagement with a project.

Lisa Willett elaborated on the "Roblox Brand Link" program, which facilitates official matching and collaborative production between brands and popular creators. This program aims to create collaborative opportunities that seamlessly integrate with community values and benefit both creators and brands. Willett emphasized the significance of designing these collaborative opportunities effectively.

Additionally, Dominik Hadlow shared insights from his experience with UGC creators who have collaborated with numerous renowned brands. He discussed how brands and companies should approach and communicate with creators, along with the potential for creating new value through co-creation with the next generation of creators. His perspective underscored the need for brands, agencies, and businesses to leverage creators' creativity effectively.

Throughout the session, diverse viewpoints were exchanged, highlighting the importance of perceiving creators as vital partners in value creation. This relationship building is essential for maximizing their creativity and thus enhancing community engagement, which is crucial for the future growth of content businesses.

Dentsu remains committed to fostering co-creation with diverse partners and next-generation creators to expand new content business opportunities and contribute to global growth.

For further information about Dentsu's initiatives, visit the official Dentsu News Release. Additionally, to learn more about the Roblox platform and its vision, please visit Roblox.