The side of Cannes Lions they DON'T show you

@natasha.badger

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SoundTikTok sound · original sound - natasha.badger

Promoted product

Cannes Lions

Why it worked

The video effectively contrasts the glamorous perception of Cannes Lions with the reality of the work involved, appealing to a dual audience interested in both marketing and travel content. The creator's relatable "day in the life" approach, combined with the aspirational travel elements, creates engaging content.

Summary

The creator, an AdTech marketer and creator, is traveling to Cannes Lions for work, highlighting the behind-the-scenes corporate aspects. Before the event, she takes a solo trip to Paris, and after Cannes, she will travel to Italy, inviting viewers to follow her journey.

Structure

1Introduction to Cannes Lions and the creator's role
2Travel to Paris for a solo trip
3Arrival at Cannes Lions and the corporate side of the event
4Transition to the creator's dual role
5

Original caption

Most creators go to Cannes for the content. I’m going because it’s literally my job. I’m an AdTech marketer, and I’m about to spend the next week running our company’s presence at Cannes Lions. We’re talking executive meetings with CMOs, dinners with agency CEOs, the real behind-the-scenes stuff. You’re gonna see what it actually takes to pull this off😅 But first? 48 hours solo in Paris because I had to treat myself before the chaos🥐 Then Cannes. Then a week in Italy. This is what building a career in “boring” B2B marketing actually looks like. And I’m taking you with me for all of it. Let’s go🇫🇷🌴 #canneslions #cannes2026 #b2bmarketing #adtechlife #marketingcareer

More from @natasha.badger

Product placement

Cannes Lions: an event that appears on screen and is the subject of the video. Removing it would change the video's topic. United Airlines: appears as a watermark on the plane screen and on the plane itself. Removing it would not change the video. Aesop: a hand cream that appears on screen and is used by the creator. Removing it would not change the video. Beekeeper's Naturals: a supplement that appears on screen and is consumed by the creator. Removing it would not change the video. Sleep (brand name): a sleep aid that appears on screen. Removing it would not change the video. Ursa Major: a face wipe that appears on screen and is used by the creator. Removing it would not change the video. Biossance: a face cream that appears on screen and is used by the creator. Removing it would not change the video.

Call to action

You're coming along for the ride! Paris -> Cannes -> Italy. Hop in.

On-screen text

The side of Cannes Lions they DON'T show you creators for This is my literal job you of don't executive with real stuff creator show AdTech Marketer by Day spend can our presence My job= Driving growth & awareness for my company @ Cannes I'll yachts parties having Croisette to 6:00am and executive my ground trying pipeline business like when side but and B2B Marketer + Creator = Access to both sides first hours mini the moments far can my You're coming along for the ride! Paris -> Cannes -> Italy in France

Transcript

Most creators go to Cannes for the content. I’m going because it’s literally my job. I’m an AdTech marketer, and I’m about to spend the next week running our company’s presence at Cannes Lions. We’re talking executive meetings with CMOs, dinners with agency CEOs, the real behind-the-scenes stuff. You’re gonna see what it actually takes to pull this off😅 But first? 48 hours solo in Paris because I had to treat myself before the chaos🥐 Then Cannes. Then a week in Italy. This is what building a c My job= Driving growth & awareness for my company @ Cannes So while of course I'll still be on the yachts, I'll still be going to the parties, and I'm going to be having fun on the Croisette. I'm also going to be getting up at 6:00 AM every single day and I'm gonna be leading because I'm gonna be managing my executive team and my sales team on the ground, trying to grow awareness and pipeline for our business. Hi, Eiffel Tower! So that's what it looks like when you work on the corporate side of this industry. But lucky for you and me, I'm also a creator on the side, so I get access to both sides. And first? Mini Paris Solo Trip! 48 hours in Paris for a mini solo trip before I embark on one of the most exciting moments of my career so far. And after Cannes, heading to Italy with my boyfriend. I'm taking you guys along with me for all of it. So hop in.