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Desription
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40 print posters of #TheCannes Dress were flyposted in the Palais des Festival during the weeklong Cannes Lions Festival of Creativity 2016. Appearing alongside text-heavy event promotions, our eye-catching posters whose only image was a woman in a silk gown and the hashtag #TheCannesDress, stood clearly out. We used traditional media in an innovative way-
there was no brand, no date and no call-to-action beyond the tag, which led curious festival-goers to Instagram, print equivalent in digital. The poster was part of a campaign to promote #TCD Lounge as part of the Cannes Lions Fringe program. Instead of putting all the information on the poster we opted for the hasthtag instead. By searching it, you could then find the time and the place of the event on Instagram. The goal of the campaign was for people to acknowledge the Lilli Jahilo dresses-only brand. #TCD Lounge was a busy pop-up, social media went buzzing about the mysterious dress and Adweek wrote an article about the campaign.
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