🦁 How to hype yourself at a global festival (without the jazz hands)
Some takeaways from Cannes Lions 2025
This week, I was at the Cannes Lions festival of creativity.
I’ve been here before. My first was 2011 as a PR account manager for big-name brands and agencies. But this year was the first time I showed up fully as a business owner.
There is no client agenda, no plus-one status, just me representing Hype Yourself. And I’m already planning how to appear even bolder next year.
So, how do you hype yourself at a global festival packed with the world’s top brands and creators?
Leave the hierarchy at home
I don’t care if you are my dream client, an A-List celebrity or a student. I’ll talk to you the same. I was helping strangers take selfies in front of the branded backdrops, lending out my phone charger, moving aside at the bar when it wasn’t my turn.
Underrated PR tip? It’s not just how you talk about yourself, it’s how you treat people you don’t yet know.
At 7:50 a.m. on day one, I met a 24-year-old named Billy queuing for our passes. He was on a student ticket, hoping to break into the advertising industry. I checked in with him at the end of the week. His key takeaway?
“Embrace networking wholeheartedly and make sure to follow up genuinely.”
His practical tip? Book your Airbnb and flight early. He personified to me hype yourself. Putting himself in a place to make connections and grow his business.
Don’t ask. Don’t get.
My main income revolves around this newsletter. So I’m always looking to upskill and stretch myself. I pitched Creative Boom with a bunch of Cannes-themed article ideas, thinking I might get one accepted, if I was lucky.
Instead? Katy Cowan commissioned four.
(Shoutout to our Hype Yourself member session with Fiona from Happiful, where I learned the power of offering multiple ideas in a pitch.)
One of those pieces allowed me to interview renowned designer Brian Collins.
It reminded me: if you don’t ask, you definitely don’t get.
Working with brands.
Yes, I had some existing brand relationships as an Adobe Express ambassador. But that wasn’t the only way to create opportunities.
When I caught up with my friend and talented photographer Gabriel Hutchingson, his advice was spot on:
“Shoot your own content to show what you’re capable of. Use it to pitch to companies. Don’t just go for big names. Smaller activations make it easier to find the person in charge.”
This applies far beyond photography. And as Gabriel reminded me, Cannes is actually small. There are only a few go-to bars and restaurants. “Be friendly. Chat. You never know who you’ll meet. I did, and it changed my career.”
He’s now been booked to return for the fourth year.
Don’t take it personally.
I won’t write a dirty laundry list of the rejections. But yes, there were ignored emails, declined interviews, and doors that stayed firmly shut.
Even with my press pass lanyard, I could see some people clock the unfamiliar name of my publication and politely move on. It stings.
But I’ve worked in PR for 20+ years. I’ve built a career pitching people who never replied.
You have to focus on the doors that do open. It’s not easy. But it gets easier.
I had a missed moment
Look, I dropped the ball on a couple of things. I didn’t get to wear the PR Tips Dress — an interactive look made by drag seamstress Lizzie Biscuits where you pick a tip card from my skirt. (Iconic, I know.)
Why not? It was velvet-lined, and Cannes hit 30°C. I also didn’t have time to print new QR code stickers for the newsletter. Between three kids under eight, French classes, and firefighting Substack issues (deletion and accidental Stripe disconnects?!) I just didn’t get to activate in the way I wanted.
So next year? I’m planning a go big or go home moment
This is your learning opportunity
With new creator and entrepreneur passes available, Cannes is more accessible than ever. And if even that feels out of reach? Know this: the best insights don’t always come from the main stages.
Skip the panel with the polished influencer and find the geek with a niche, which might be an off-site secret panel event.
The best thinking often comes from the most unexpected places. Cool is the new currency. But your cool might not look like everyone elses.
Over to you
Got tips for making the most of big events? Got any creative hacks, missed moments or hidden gems from Cannes Lions? I’d love to hear them. Reply or share this post with a friend who needs a little nudge to show up as themselves, wherever they are.
Keep on hyping.
Lucy x
Lucy, I LOVE this! Don’t have any tips to add except to emphasize one of yours: talk to everyone empathetically and respectfully… you never know what will come from these interactions!