From Cannes to Community: How a Global Brand Activation Found Purpose Beyond the Beach

The Tubi Cabana at Cannes Lions wasn’t just a brand space. Built by Amplify, a creative agency known for shaping culture as much as campaigns, the pop-up was designed to spark bold conversations about the future of media and marketing.

It had style, substance and a glorious sea view. And after the final drink was poured and the last session wrapped, the cabana still had value. 

Most materials from brand activations of this scale end in the skip. But these didn’t.

To make sure of this, Amplify reached out to Event Cycle. They wanted to rethink the afterlife of the Tubi Cabana. Not just in theory, but in practice. Could the furniture, fittings and carefully chosen design details from a global activation go on to support something more once they were transported home?

It turns out they could.

Because the build had originated from Amplify’s warehouse in Nottingham, it was exported to Cannes under a carnet. This customs document allows materials to temporarily cross borders without incurring import taxes, but it comes with rules. Every item must return to its country of origin. That meant nothing could be left behind in France, even if donation partners had been lined up. So the assets came back to the UK.

And that’s where the second part of the story began.

In Nottingham, Jigsaw Support Scheme supports people with mental health conditions through gardening, community projects and home environments that feel safe and welcoming. The team needed rugs, shelving and a couple of armchairs to complete their classroom and kitchen space. The Cabana materials were exactly what they needed.

Nearby, Rufford Primary School is working against the odds. With over 430 children, many of whom speak English as an additional language, the school is a lifeline for the community. They used their donations to support children with special educational needs and to create a better space for staff wellbeing. At a time when budgets are under pressure, these improvements mattered.

The Himmah Hub took delivery next. A social justice centre providing ESOL classes, refugee support and five nights a week of hot meal provision, Himmah puts every penny into frontline services. The donated furniture helped transform empty rooms into functional community spaces where people can gather, learn and receive support in comfort.

And in the Midlands, Found Festival is preparing for another year of championing grassroots artists and event professionals. The backstage areas needed some love, and pieces from the Tubi Cabana are now part of the solution. When your event is all about creativity and connection, those behind the scenes deserve that energy too.

From a beachfront installation to a community kitchen. From media panels in Cannes to SEND support in Nottingham. It is all the same furniture, just given the opportunity to serve more than one story.

If your next build is about more than what happens on site, we can help design its legacy from the start. Talk event sustainability with us today: www.eventcycle.org