Cheerful Twentyfirst, In Partnership with TEAM and Stagwell, won the Best Creative Concept category at this year’s micebook Awards for Stagwell SPORT BEACH 2024. We explore at what made the entry stand out for judges…
Hosted by Stagwell, SPORT BEACH is a “festival within the festival,” hosting news-making conversations, workshops, open play, and more at Cannes Lions.
Building on the success of 2023, Stagwell wanted to cement SPORT BEACH as a cultural phenomenon and the go-to spot at Cannes. The primary goals were to enhance brand awareness for Stagwell, generate quality business leads, and create partnership opportunities.
Brand experience agency Cheerful Twentyfirst worked alongside Stagwell and Team to meticulously plan and execute a four-day spectacle, seamlessly blending their creative concept of ‘play’ with sports culture, branding, fandom, and community.
A masterfully crafted (and technically impressive) design, including the basketball court and The North Face climbing wall, could be seen from almost anywhere along La Croisette.
With an audience-first strategy at its core—SPORT BEACH became a must attend experience for global networking, new partnerships, fierce pickleball and big business between agencies, athletes, brands and media partners alike.
C-suite Marketers could be found playing ball with NBA stars whilst A-list delegates worked out alongside NFL legends. Across the week, SPORT BEACH transformed from day– to play– to evening. VIP guests enjoyed sponsored dinner on the court, joined by the sports stars they’d played alongside earlier that day.
The activation operated at full capacity (650 pax) for most of the week, welcoming 7,500 guests, 114 brands, 40+ global athletes and earning 6.4 billion media impressions. One judge described the experience as a standout creative concept which looked amazing and engaging.