Raccoon was thrilled to collaborate with global brand experience agency SET Live on the YouTube beach at Cannes Lions Festival. As part of the festival line up, the YouTube beach featured an all-day Pride celebration to champion diversity and inclusion, but this was kept under wraps until the actual day.
Built in the UK by Stage One Creative Services, the YouTube beach was set to cover 800 square metres and took a week to build. Raccoon was appointed to re-brand the decking and walls, which involved an overnight install to prepare for the morning of the big reveal.
SET Live partnered with Raccoon in order to overcome some key challenges. The beach was built from wood cladding and therefore needed to be wrapped in a substrate that would adhere effectively to walls and floors, in a possibly damp and definitely sandy environment. This branding activation was all about the visual impact – the rainbow brand colours of Pride would be taking centre stage and the end result could not be compromised.
In addition to nailing the practical application aspects of specifying the right vinyl, the project needed to comply with French fire rating regulations for legal reasons. Our long-standing partnership with Mactac put Raccoon in a strong position to solve this challenge, and we knew the only product worth considering was Mactac WW300 for all of the surfaces concerned.
The super wide vinyl graphics were digitally printed to match the Pride brand colours on our EFI Vutek GS3250lx printer at our Kent HQ. For the floors, we applied a non-slip Mactac over-laminate (LUV 6301) to the printed WW300. The finishing aspects were managed by our Fotoba machine which ensured that the printed materials could be shipped to location in the right sizes. This was crucial for our install team, particularly due to the pressurising install deadline.
One of the reasons brands work with Raccoon is because they trust us. We leave nothing to chance. Various testing opportunities were set up so we could be absolutely sure the vinyl specified would work with the wood in all conditions. Not only that, Raccoon ran timed sample installs to extrapolate exactly how long the roll-out would take to ensure that the job could be accomplished in the overnight 12 hour timing restriction. It was critical for us to plan the right staffing level, in order to guarantee the perfect outcome.
The project went extremely well. We delivered what we promised. The 12 strong Raccoon install team was led by our project manager and additional design lead, who both understood the client requirements exactly. Leaving nothing to chance, this gave the client reassurance and ensured they were not expected to micro-manage our deliverables for the project.
Aside from the campaign management, our award-winning install team expertly wrapped all floors and walls, including areas such as the bar, screens and stage for a breath-taking result. SET-Live were thrilled with the result, as was YouTube:
“I just wanted to say thank you so much for all of your help and work on transforming the beach. I cannot explain how happy it made everyone and proved a fantastic end to the week. Jess and the team were awesome to work with and very considerate of our team’s designs... It was one of the best night shifts I could have asked for!" Scott Handley - Production Manager - SET Live