VIP Customer Event at Cannes Lions 2025: An Unforgettable Brand Experience

Objective

PMG arrived at Cannes Lions 2025 with two clear goals when creating a VIP customer event for their guests: celebrate their 15-year journey, and launch their new Alli Marketplace in front of the world’s most influential marketers and at the industry’s most iconic event. The team wanted to create a private moment within a very public week a VIP customer event that would honour their people, build deeper client relationships, and tell the story of what comes next.

The brief

PMG asked us to help them create a one-off experience during Cannes Lions, a warm, elegant evening that would bring their brand to life in a meaningful way. It needed to feel effortless, yet thoughtful. Confident, but never corporate. And above all, it had to reflect the company’s personality: values-led, visionary, and human at heart.

Our job was to take their vision and shape every detail… the setting, the flow and the energy into something that felt unmistakably ‘PMG’. The challenge wasn’t just to create a beautiful event. It was to deliver an brand experience that felt premium, personal and purposeful – bringing PMG’s values to life in a way that words alone couldn’t.

The solution

Our approach to this VIP customer event was centred around one idea: telling PMG’s story through an unforgettable brand experience. From the moment guests stepped through the gates of the villa, every detail was designed to feel intentional, elevated, and completely on brand.

PMG’s logo lit up the villa’s facade, acting as a beacon as guests arrived a quiet signal that something special was unfolding. Branded floor stickers led guests through the impressive entrance gate and were considerately placed throughout the villa, acting as subtle brand touches throughout the guest experience. The setting struck the right balance between relaxed and refined with soft clusters of wooden furniture, fairy lights suspended above the garden, and subtle floral styling in peach and pale blue that echoed the brand’s visual identity.

We created distinct zones within the villa: one for quiet conversations, one for movement and energy, and one for storytelling. A pair of bespoke bars added theatre, with cocktails, spritzes and chilled wine setting the tone for the night ahead. Light background music allowed connections to take centre stage.
Throughout the evening, PMG’s story was told in subtle but powerful ways. A looping brand video played on outdoor screens beside a branded podium, anchoring the welcome speech. Indoors, a second screen continued the narrative for those exploring the villa.

An elegant buffet of cold meats, salads, cheeses and fruits, along with artisan breads was beautifully displayed among fresh herbs and candlelight. A celebration wouldn’t be a celebration without cake, and of course we worked with the caters to create a bespoke, on brand, fresh fruit traditional French creme patissiere cake in the shape of #15 to mark the occasion.

Branded gifted charger pouches introduced earlier in the week were a thoughtful, premium touch that carried the message forward to the VIP customer event. This wasn’t just a party. It was a space to pause, reconnect, and reflect on how far PMG had come and where they were going next. By building anticipation and curating the flow of the evening with care, we helped PMG mark two major milestones with clarity and style: 15 years of progress and the launch of Alli Marketplace.

The results

The evening delivered exactly what PMG needed: connection, celebration, and clarity. It gave clients, partners and team members the chance to gather in one place, take a breath, and experience the brand at its very best, whilst launching their latest product.

Moments from the evening were shared widely online reinforcing the brand’s presence at Cannes, and putting the launch of Alli Marketplace firmly on the map.

Are you looking to host a VIP customer event at Cannes Lions 2026? Get in Touch with our expert creative team.