Disruption®, Served Ice Cold: TBWA Debuts its Very Own Ice Cream at Cannes Lions
CANNES, France, June 16, 2025 /PRNewswire/ — This year at the Cannes Lions Festival of Creativity, TBWA — the Disruption Company® — is bringing its ethos to life in the form of boldly flavored treats to beat the heat in A Taste of Disruption.
Created by two of TBWA's best in class design and experiential agencies — Design by Disruption® (DxD) and Auditoire — the Riviera-inspired ice cream truck activation is open daily from Monday to Friday, 10:00 a.m. to 6:00 p.m. to all pass holders.
Providing a space for disruptive flavors, festival attendees are invited to take a break from the pace and chaos of La Croisette and enjoy combinations such as sweet and surprising honey and thyme, refreshingly spicy melon and wasabi, earthly matcha and ginger and tangy berry and timut pepper.
'For us Disruption is so much more than a methodology — it is a mindset, a spirit, a feeling.' said Erin Riley, Global CEO of TBWAWorldwide, who personally served guests to kick off the festivities.
'We wanted to bring that to Cannes in a lighthearted, but totally relevant way. We are quite literally giving the festival a taste of Disruption,' continued Riley.
The truck's exterior is wrapped in a summery take on TBWA's signature yellow, with diagonal stripes inspired by the brand's Backslash and the beachfront vibe of the Côte d'Azur. Positioned directly across from the Palais' iconic red carpet, the activation will be one of the week's most savored moments.
Come see for yourself just how good Disruption tastes, and explore TBWA's full list of disruptive Cannes contenders at tbwacannes.com.
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