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Brief

Cheerful Twentyfirst were challenged to help build continued trust, connection and business acumen within The Wall Street Journal’s network of marketers, advertisers, journalists and partners at Cannes Lions, through a premium and sophisticated home-away-from-home activation.

In part, the brief was to reimagine Journal House - away from its heritage position on the end of the pier - in a new location at Cannes Lions.

Objectives

● Unite The Wall Street Journal network at Lions

● Celebrate The Wall Street Journal as a tangible, trusted, and human news publisher

● Lead conversations at the forefront of business, creativity and advertising

● Deliver an unforgettable and premium experience through every touchpoint

Solution

Under the vision and leadership of Ollie Smith (Executive Director, Events & International Strategy at Dow Jones & The Wall Street Journal), Journal House has entered a refreshed era at Cannes Lions; in 2024 raising the bar on premium event activations and delivering a home-away-from-home for the world’s biggest leaders, decision makers and industry influencers.

Journal House - the multi-storey, multi-experience, live journalism playground - offered an authentically human experience, featuring speakers such as Will.I.Am (Artist), Kory Marchisotto (CMO, E.L.F. BEAUTY), Grammy Award winner Diplo, and Yara Shahidi (Actor, Producer and Co-Founder of 7th Sun Productions) to ignite conversations around trust, innovation and creativity.

The WSJ Bistro added extra sophistication to the Journal House experience, providing attendees with a delicious and shareable dining moment throughout the week.

With a sponsored wellness space and over 24 bespoke events across the week, eyes turn to what The Wall Street Journal’s events team will do next.

Under Ollie Smith’s stewardship, The Journal has confirmed its activation in New York’s Bryant Park for the upcoming United Nations General Assembly (UNGA) in September, 2024, as part of a continued events strategy to be at the forefront of global meeting moments.

Like Journal House Cannes Lions, Journal House UNGA will be produced by long term creative partner and brand experience agency Cheerful Twentyfirst.

Result

• 24 Events across the week 
• 27 Live Interviews
• 11,525 copies of the Wall Street Journal distributed throughout the week
• RSVP's: Forecasted 2000 / Actual RSVPs: 2687
• Attendance goals were reached at 105% 
• WSJ Bistro serving 769 people total
• Two 2-Michelin Starred Chefs (Cussac & Andres) 4 Michelin Stars between them!
• 2 Wine Tastings
• 2 Live Podcast recordings (Google and Digiday)
• Every Journal House event registration was oversubscribed
  
  

Ollie Smith, Executive Director, Events & International Strategy at Dow Jones & The Wall Street Journal:
"Our vision for Journal House was to create a home away from home for the world's foremost creative visionaries, marketing moguls and industry newsmakers. We more than achieved that, with the dedication and constant drive of our brand experience partner Cheerful Twentyfirst."