THE ART OF THE PUBLICITY STUNT
A LIFE-LIKE mechanical Polar Bear, controlled by puppeteers, will make its first Cannes Lions International Festival Of Creativity appearance at a photo-call on Saturday, ahead of its appearance in London agency Taylor Herring’s Cannes Lions keynote address, Zen And The Art Of The Publicity Stunt.
The 2.4 metre-high mechanical bear will appear in front of the Palais des Festivals, and delegates, tourists and local people are likely to spot it prowling the Croisette throughout the Festival.
Recent years have seen growth in stunt marketing as a way of cutting through media noise. This session draws on insights from the likes of Red Bull, Airbnb and Uber, examining where publicity stunts and viral marketing can be effective where conventional advertising might fail.
The session, today, features a live appearance from the bear, star of the marketing campaign for the Sky drama series Fortitude.