#Cannes 2023: Our Set TV Free Celebration

#Cannes 2023: Our Set TV Free Celebration
By Stephanie Nerby, VP, Marketing
July 10, 2023

If you read my first article here recapping the key themes of Cannes Lions 2023, thank you. If you haven’t you can find it here. This post summarizes how we at Madhive planned our presence at the 2023 Cannes Lions Festival.

The Madhive Experience

At Madhive we were founded to address the television advertising industry's greatest challenges. Empowering advertisers to achieve one modern TV advertising tech stack. Modernizing and moving the TV advertising industry forward. And these themes were at the forefront of our presence at Cannes this year.


Madhive invited festival guests to step into a new world of TV advertising. Encouraging the industry to break down the barriers.

To build from television advertising’s past and engineer its future.

To Set TV Free, together.

We saw Cannes as an opportunity to further reinforce Madhive as a connector, encouraging the industry to join Madhive to move TV advertising forward.

Simply, throughout the week of the festival, we wanted people to feel something. We wanted to create an experience.

Sometimes it's easier to show vs. tell how we pulled this off.

Pre-event Communication

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OOH in front of the Majestic Hotel

custom statue

10 Foot Tall custom statue


The statue juxtaposes traditional Renaissance art with modern culture, representing the freedom to dream and the possibilities of TV advertising.

The statue looking up - represents the freedom to dream and the possibilities of TV advertising.

The statue was created by Madhive, in partnership with Atelier BENLO based in La Rochelle, France.

 Set TV Free Event: Aeroport Cannes Mandelieu

set tv free cannes

Our Set TV Free event was held at a private airport hangar, Aéroport Cannes Mandelieu. This architectural marvel was a festival first. Through art and technology we merged the past and the future. Making the past new again and inviting festival guests to step into a new world of TV. To Set TV Free, together.

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Indie rock band MT. JOY headlined an unforgettable event. 

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 House music DJ duo WALKER & ROYCE dazzled late into the evening.


America’s Got Talent Golden Buzzer Act, Light Balance


A Tribute to Tina


We were so grateful to have so many clients, partners and friends come together for an epic week. To celebrate where we’re headed as an industry, together.  See you in 2024.