Fueling creative brilliance at Cannes
Braze Cafe 427°
AGENCY: MAS CLIENT: BRAZE ROLE: CREATIVE STRATEGY & COPYWRITING
The Challenge
At Cannes Lions, the world's premier creativity festival, Braze needed an eye-catching presence that would cut through the noise, drive foot traffic to their activation, and meaningfully showcase their 427 Innovation Lab to prospective and existing clients.
The Spark
We transformed the concept of "fueling creative brilliance" into a strategic experience, positioning Braze as the essential energy source for marketers and creatives. Knowing Cannes is a hot and tiring experience, our Café 427 became a branded respite that invited festival-goers to recharge while engaging with Braze's innovation platform.
The Work
We transformed Braze's presence at Cannes Lions into a strategic creative hub with our "keep writing on napkins" concept. By scheduling daily 4:27pm happy hours—deliberately timed to promote their 427° Innovation Lab—we converted Braze’s offerings into a destination experience.
This integrated approach helped drive leads with my data-driven programming strategy, while my copywriting for Braze's billboard on the Croisette drove qualified traffic directly to our activation.
A journey that kept inspiration flowing
Guests moved from morning cappuccinos through hands-on workshops to thought leadership panels to happy hour espresso martinis — a deliberate progression showing how Braze powers creativity throughout the day.
The gallery wall encouraged attendees to write down ideas they'd like Braze to help bring to life, transforming casual conversations into collaborative possibilities.
Strong espresso martinis, and even stronger leads
The precisely timed 4:27pm happy hour created a daily ritual that Cannes festival-goers remembered and anticipated—transforming a seemingly small detail into a powerful brand anchor point amid festival chaos.
This strategic thinking positioned Braze as an essential creative partner, with the cabana becoming a legitimate destination that generated qualified leads through the gallery wall and created consistent crowds that reinforced brand recognition in a meaningful way.
