GumGum @ Cannes Lions

The Client:

GumGum, a leader in contextual intelligence, uses AI to analyze text, imagery, and video—helping brands connect with audiences in privacy-friendly, emotionally resonant ways.
After partnering with Sequence Events on a bold activation at POSSIBLE in Miami, GumGum tapped the team again to bring a similar energy to a global stage: the prestigious Cannes Lions Festival of Creativity, where 13,000+ of the world’s most influential marketing, advertising, and creative leaders gather each year.

The Challenge:

Cannes Lions is the ultimate playground for brand activations, where beachfront takeovers, private villas, and immersive experiences compete for the attention of the industry’s elite. Coming off the high-octane vibe of POSSIBLE, GumGum wanted something slightly different: a more curated, purposeful experience for senior decision-makers.
The goals were clear: foster intimacy, channel the French Riviera aesthetic, and showcase GumGum’s retro-modern spirit—all while creating the right environment for meaningful conversations, thought-provoking content, and authentic relationship building.

The Solution:

Sequence transformed a private apartment on La Croisette into Lé Retro Studio, a French Riviera-inspired creative space that paid homage to the artistry of the ’80s and ’90s. More than just a backdrop, the activation supported a full program of experiences: panel discussions and thought-leader conversations with GumGum executives and partners, a high-touch VIP dinner, intimate invite-only meetings, and video content capture to extend the story well beyond the festival.
Styled like an artist’s loft, Lé Retro Studio blended nostalgia with brand storytelling through details like:

– An oversized pushpin mood board mixing vintage French ads, Riviera inspiration, and GumGum creative for a “work in progress” feel
– A record player spinning ’80s/’90s vinyl, plus Pantone books and editorial archives to spark conversation
– Communal tables and breezy lounge zones that doubled as a cool, comfortable retreat from the Cannes heat
– Custom signage and a branded balcony that ensured GumGum’s presence popped along the Croisette—without losing the intimate, curated vibe inside

The Results:

GumGum’s branded apartment quickly became a stylish, elevated refuge amid the sensory overload of Cannes—a creativity-sparking hub where top decision-makers connected, relaxed, and talked big ideas. Results included:

 – 26% increase in high-value meetings compared to last year
 – Described by the client as their “Best Cannes to date”
 – Elevated perception of GumGum as a global, industry-forward innovator
 – Delivered strategic storytelling via high-quality content to reinforce GumGum’s market leadership

The Kind Words:

“What an amazing job! I am so proud to be a part of this ‘Sequence plus GumGum’ team. Seeing people engaging with all the elements you put together. We are all amazed by it, and still buzzing. Thank you very much for all the hard work. What an amazing event!”
— Vice President of Marketing Strategy & Operations, GumGum