Sparks, CCO, Mike Ellery, sat down with adforum.us to share his take on what actually worked at Cannes this year — and what most brands got wrong. Mike spent the week with projects on the ground and came away with a clear observation. Brands are still designing against the environment instead of with it. Enclosed spaces. Rooms that could have been anywhere, dropped into one of the most compelling settings on earth. The activations that landed started with a different question: not what do we want people to see, but why did they come here in the first place? #CannesLions2026 #ExperientialMarketing