The new creative campaign has been developed by the GREAT Global Trade campaign and will be supported online and on-the-ground across DIT and industry channels during the festival. It is designed to support the efforts of a UK Advertising Export Group (UKAEG) trade mission involving 40 companies, with campaign support from industry partners including the APA, Clear Channel, Channel 4, Framestore, M&C Saatchi, Pinterest, and PwC.

The Advertising Association will deliver a series of exclusive networking events with international delegates, all designed to foster relations with companies from around the world and support export opportunities for the industry. These include an East Meets West afternoon tea; Creativity Rocks on the Little Black Book Beach to hear from breakthrough British music acts; as well as events focusing on Ad Net Zero and All In, to promote UK advertising’s sustainability and inclusion initiatives.

Rupert Daniels, director of digital, education, creative, consumer and sports at the DIT, commented: “Our goal is to showcase how the UK is the leader at harnessing creativity, innovation and tech to deliver both impact and results for global brands.

“DIT will be there as part of a great UK team, ensuring the world’s leading advertising and marketing professionals see the door is open wide to working with inspirational businesses across the UK.”

Advertising Association CEO Stephen Woodford added: “We’d like to thank our colleagues at the Department for International Trade for their support in making this campaign happen for Cannes Lions.

“In addition, we have received tremendous support from our partners, who have committed time, energy and funding to help us promote UK advertising in the most positive, inclusive and sustainable way possible. As the world opens up post-pandemic, it is critical our industry is there to show the world its unique position as a global strategic, creative and technical hub.”