A'Maison: The House of Amazon at Cannes Lions 2024

Client: Amazon Ads

For the third consecutive year, Amazon partnered with sister agencies Salt and Pinch to transform an empty parking lot into the largest activation footprint at the Cannes Lions International Festival of Creativity. A’Maison: The House of Amazon was an immersive cultural village overlooking the Mediterranean, blending high fashion aesthetics with cutting-edge digital experiences. Inspired by France’s iconic fashion houses, the space positioned Amazon as a hub for cultural creation and exchange, with a focus on its groundbreaking “From Ads to Zeitgeist” research.

Over 6,000 industry professionals, including advertising executives, marketers, media leaders, and content creators, engaged with more than ten distinct Amazon properties throughout the week. A’Maison offered hands-on interactions with Amazon Studios, Twitch, AWS, Prime Video, Wondery, and more, showcasing Amazon’s role in fostering connection, creativity, and commerce. The experience featured interactive displays, a curated content exhibition, and day-to-night programming, seamlessly integrating Amazon’s key brand pillars into a single, must-visit destination. From an AI-generated portrait booth to a Twitch AR immersion and an exclusive rosé fountain garden, every element was designed to spark engagement. A’Maison successfully positioned Amazon as a key player in shaping culture, providing an oasis for meaningful brand interactions, high-level networking, and groundbreaking insights. Through Salt and Pinch’s creative vision and production expertise, the activation not only reinforced Amazon’s industry leadership but also set a new benchmark for brand storytelling at Cannes.