At Cannes Lions, an international event for advertising and creative professionals from all over the globe, a yacht in the Port of Cannes is rented to host true[X] events and meetings. Guests are welcomed to Cannes Lions by true[X] upon arriving at the airport (with welcome signage, both animated digital and print), to welcome events on the yacht (decorated with true[X] branding and tag-lines), as well as an evening party on a hotel terrace (co-branded with true[X] and FOX) overlooking the Cannes coastline. Design opportunities for direct and subtle branding elements for all locations include large elements such as the large photo-backdrop in the quayside tent, design of the DJ booth on the yacht, decals on the hot tub, stairs, boom & windows, all the way to the smaller elements such as premium swag, pillows, napkins and even restroom signage.