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Clean Creatives Bring “Cannes in a Can” to Agency Doorsteps

 

In June 2025, Clean Creatives staged Cannes in a Can - a series of on‑the‑ground activations in London, New York, and Chicago. Rather than heading to the yachts and parties of Cannes Lions, the campaign set up outside the offices of major networks working with fossil fuel accounts including WPP, FleishmanHillard, and Edelma.

 

The concept was simple but pointed: while CEOs were in Cannes with their heads buried in the sand on fossil fuel advertising, creative talent/employees remained at their desks doing the real work. Clean Creatives brought Cannes to them in a tongue‑in‑cheek, colourful, and enticing format. Cannes of sand, scratchcards, spin‑the‑wheel games, and even “I didn’t go to Cannes but I got this T‑shirt” giveaways turned the street into a playful activation space.

 

Importantly, this was not framed as a protest or demonstration. The activations encouraged conversation, inviting staff to share their stories and frustrations. Reactions varied: some employees embraced the message wholeheartedly, others avoided engagement, and those working directly on fossil fuel accounts often expressed discomfort or shame, the very audience Clean Creatives most wanted to reach.

 

The ripple effect was clear. Internal emails warning staff “do not spin the wheel” circulated widely, amplifying awareness across thousands of employees. Coverage in the press added to the impact, positioning Clean Creatives as a disruptive but constructive voice in the industry.

 

 

 

 

Learn more about Clean Creatives.

 

 

 

Connect with Carly at hello@planetpositiveproduction.com for interviews, workshops, or support with shoots and sustainability projects.