Thanh Ly
Thanh Ly
Home to cultural mountain peaks, deep oceans of community, and creative wonders of the world, Reddit is an ever-changing landscape that’s waiting for you to explore.
So for the Cannes Lions Festival, we’re blazing a trail to the Reddit Explorers Club — a surreal adventure clubhouse where intrepid marketers can traverse Reddit’s exciting terrain, connecting with ideas, users, communities along the way. From charting a course to brand engagement to seeing the treasures of different subreddits, Explorers will discover what they, and their company, are in search of.
Press
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AdAge / Adweek / BizBash / Business Insider / Marketing Brew / New York Post
• 2023 Event Marketer Ex Awards - Grand Ex Award
• 2023 Event Marketer Ex Awards - Ex Award Winner for Best Production of an Event (B-to-B)
• 2023 Adweek Experiential Awards - Winner for Experiential Activation by a Technology Brand
Explorers start at the Travelers Terminal, a quirky arrival terminal where visitors check-in. The entrance features outdoor seating, an interactive flap board welcoming guests, and a photo-worthy luggage tower that represents the different communities within Reddit.
After you check-in, step into the Reddit clubhouse where you’ll find interactive moments of discovery, educational touchpoints and private meeting rooms.
Within the Reddit Explorers Club, there are over 20 interactive touchpoints. Each one lets viewers learn more about the Reddit landscape. There’s a globe that shows you the timeline of Reddit, an homage to memes mounted onto the wall, and a “This is Fine” photo opp, where we worked closely with the original artist KC Green. Some touchpoints highlight a subreddit, from the infamous r/WallStreetBets to the most famous and best AMAs. There’s even a book that reads, “The Book of Answers to Every Question You’ve Ever Had. Ever.” And those who pull it, find out that it’s just a trapdoor that RickRolls them.
Within the center of the room is the Cartography Corner. Using custom maps that visualize the Reddit landscape and an interactive search station that identifies users, conversations, and community, here, you will learn how to find engaged customers across Reddit.
Guests can explore a series of “stations” that showcase unique data points or tools, including a data visualization that helps guests identify keywords that crossover between communities, and a radar that uses a keyword from the previous screen, revealing the different communities and conversations on Reddit.
Climb the stairs and venture into the Reddit observation deck — a vibrant rooftop space for events, hangouts, and exploration. Blooming with colorful creativity, the adaptable lounge can be arranged for work events, conversations and cocktail hours.
Designed as a multi-functional broadcast studio and stage, the Reddit Talk Stage can be adapted to host various live events, content series, and conversations.
Throughout the second floor, QR codes leading to different subreddits are scattered around, inviting people to explore each one.
On the south facade, a large, interactive billboard crowdsources opinions via an analog upvote or downvote button, replicating the most recognizable feature on Reddit.
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Agency: Giant Spoon
Client: Reddit
Role: Associate Creative Director, Art
Associate Creative Director, Copy: Tommy Dudley
Associate Design Director, Experiential: Kristina Soteri
Associate Design Director: Skye Genesis
Group Creative Director: Monica Herman
Executive Creative Director: Ian Grody
Production: Isabella Rodriguez, Hazel Encarnacion, Juan Alsina
Senior Business Director: Victoria Sobel
Senior Account Manager: Anya Markowitz