Brief: Reddit came to Cannes Lions with a big job: prove that in an AI-driven world, human conversation isn’t just alive, it’s more valuable than ever for brands.

The Tension: Cannes marketers are getting pitched to constantly while being overwhelmed, overbooked, and underfed. We needed to cut through the noise and make them care about Reddit. And there is no better way to care, than to join the community.

Solution: We brought Reddit’s biggest competitive advantage, its communities, to life as the most unexpected neighborhood spot on the Croisette: the Reddit Community Deli. And we invited everyone in.

Inspired by the local deli as a place to grab a bite, shoot the breeze and feel like you belong, B2B and B2C Cannes-goers got a taste of the insightful, delightful conversations happening every day on Reddit. 

And, a real damn sandwich.

The Experience: Every detail was rooted in real Reddit behavior and discovery.

Outside, an r/gratitude flower stand invited guests to give someone their flowers, while our To-Go Window served daily drops, snacks and Reddit-recommended products.

Inside, phone-activated tile mural wallpaper connected visitors instantly to their new favorite subreddit, market aisle products became storytelling moments, and the deli counter served up tasty subs inspired by subreddits, with a side of a hot merch.

To demonstrate Reddit’s Community Intelligence™ the Fresh Product Case featured product demos, fresh takeaways and the hit at Cannes, an immersive fridge for a blast of arctic-cold air.

Interactive Community Boards and Subreddit Hall of Fame displays invited people to discover the lore and find their people, and programming and meetings were cooking all week long in The Conversation Studio and at the Hard Soda Bar main stage with crispy panels. And thematic private meeting rooms covertly hidden on both floors.

Our Deli Sub Squad of walking human billboards slayed the Croisette in sandwich-inspired looks, snapping pics of Cannes’ best fits for r/fashion for rewards.

Results: The Deli became the standout activation at Cannes, with lines around the block, the cover of Ad Age, and blew attendance, meetings, earned impressions, and revenue KPIs out of the water.

A few highlights:
1 billion + Earned Media Impressions
140 total articles mentioning Reddit (to date)
Inc magazine
PR week
Hollywood Reporter
BizBash Best Activations
5,532 total contacts + customers on the ground
660 total meetings

More than a place to eat, it became a place to meet, learn, connect and belong, turning Reddit’s digital neighborhood into a physical one at the biggest gathering of the global creative community.

Agency: VERB