Cannes’ Most Famous Lion

The Most Famous Cannes Lion

Client: Publicis Groupe

Agency: Le Truc, NY

Highlights: Achieved 2.15x Super Bowl Audience Reach on a budget that would buy you 2.14 seconds of a Super Bowl Halftime spot.

Publicis Groupe, with the power of Influential’s network of 15 million creators, showed up at the Cannes Lions Festival of Creativity and proved in real time they can get any brand Super Bowl reach for less than it costs to send the C-Suite to The Riviera.

At the 2025 Cannes Lions, we skipped the sizzle reel and led with a flex: Super Bowl reach, minus the Super Bowl bill. The proof? We made a real lion named George the most famous lion at Cannes, and we did it with a smaller budget than the agencies travel budget.

A cheeky OOH campaign, and a real time ‘Lion Tracker’ at Influential Beach turned the perception of influencer marketing from an afterthought at the bottom of the deck, into a viable high-performance alternative to legacy media.