Cannes Lions

Snapchat Is Dominating the Cannes Skyline With a Ferris Wheel at the Festival's Entrance

And of course there's a lens to go with it

Snap2 — Snapchat's Cannes activation is outside the Palais.Photo: Lauren Johnson

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CANNES, France—Snapchat’s advertisements—particularly the out-of-home variety—are known for cryptic copy and fun messaging that only its millions of loyal users can decipher. But for Cannes, Snap is going big with a splashy Ferris wheel that’s already the talk of the Croisette.

The carnival-size ride is positioned in front of the Palais where more than 15,000 marketers and creatives will appear this week. The wheel is decked out in Snap Inc. branding, including canary yellow paint and a ghost logo that appears in the form of a giant hubcap for the wheel.