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The sober guide to Cannes 2022


What could possibly be higher than a pleasant refreshing glass of rosé within the sunshine on the mediterranean shoreline?

Nicely, how a couple of good refreshing drink on the Côte d’Azur, with out the recent flushes, guilt and next-day nausea? It’s fully doable and — dare we are saying it — much more fulfilling than an alcoholic one. Increasingly advert execs are headed to the Cannes competition to give attention to the festivities reasonably than the refreshments. 

“I really feel crucial factor for organizers to embrace shifting ahead is choices, in order that we’re all capable of get pleasure from and maximize the distinctive Cannes expertise safely, in a means that works for everybody,” mentioned Fiona McKinnon, CEO of psychological healthcare specialists The Second Firm. “I’ve skilled Cannes week as a drinker and a non-drinker, and I’ve to say my greatest expertise was sober. It wasn’t straightforward the primary time, the peer stress is actual, nevertheless, I took the week to completely immerse myself in being there — actually there.” 

Listed below are just a few suggestions for methods to have enjoyable on the occasion — sober model. 

Mocktails for the win

If you’ve by no means requested for a mocktail in Cannes, attempt it, you’re in for a large deal with. The bartenders are all prepped and prepared and often have superb tastes deliberate, mentioned Tom Jenen, chief income officer at measurement platform Model Metrics. He added: “I bear in mind a Hawaiian blast on the RTL Seashore and an aesthetic drink on the Sensible yacht.”

For individuals who desire a cute response to the query “why aren’t you consuming?” look no additional than these lowkey workarounds. If you need one thing that appears like rosé with out shut inspection, attempt half Pellegrino Blood Orange and half soda, recommended Jenen. Hopefully, nevertheless, it received’t get to the purpose the place individuals really feel compelled to know what you’re and aren’t consuming — at the very least primarily based on Jenen’s earlier expertise. “In my expertise, no one cares what’s in your glass, they only care that you just got here to have enjoyable with outdated pals and make new connections,” he added. 

Top off on contemporary, native produce

Just remember to cease off at some fruit distributors in the beginning of the week to replenish, suggested Anthony Lamy, vp of consumer companions for VidMob’s EMEA enterprise. The melons, strawberries and peaches are significantly glorious in Cannes presently of 12 months, he continued. Doing so saves you scrambling round every morning for one thing fast to eat. If you happen to do have time then you possibly can all the time begin the day with a very good espresso on a terrasse behind the croisette. There may be loads of shaded seating the place you possibly can take within the bustling morning environment, mentioned Lamy. 

There’s additionally extra emphasis on ‘consuming like an area’ amongst these execs who plan on having a sober Cannes. Cherries and apricots are in-season and make for a straightforward vitamin-packed snack to have whereas advancing these conversations, mentioned Virginie Dremeaux,  vp of promoting and communications for FreeWheel’s worldwide markets at FreeWheel. She added “And if you’re eager to get entangled in a dialogue about psychological wellbeing at work, search for FreeWheel’s schedule, as we’ll be internet hosting a dynamic dialog on the subject with SheRunsIt throughout the week.”

A sober Cannes, isn’t a boring Cannes

Removed from it. Discuss to any advert exec who has skilled Cannes sober and also you’d be forgiven for pondering they have been speaking about some place else. The easy matter of waking up within the morning with a transparent head appears to make the world of distinction to those that’ve traded the cocktails for mocktails. Julia Linehan, founder and managing director of boutique PR company The Digital Voice, is one such exec. Of the six instances she’s been to Cannes, two have been booze free. Guess which was higher? The sober one. Palms down, no  contest, mentioned Linehan. “The environment, the solar, the corporate, the networking, the meals, the yachts, the villas, the unbelievable buzz are all the identical,” she continued. “The one issues lacking are dehydration and complications.”

Now greater than ever it’s simpler to benefit from the occasion on this means. Certainly, the world has modified because the final Cannes and organizers alongside the Croisette appear to have made a extra concerted effort to make these execs who aren’t consuming really feel welcomed. 

“Look out for the enjoyable meditation periods hosted by The Second Firm and pack in all of the good early morning periods, akin to Good Loop Fairly Inexperienced Lies,” suggested Linehan.

Bear in mind, water is your good friend

Evenings are the place issues get tough; the completely happy hours, yacht events and liquid dinners imply the peer stress to drink isn’t too far-off. A prime tip for Fiona McKinnon, CEO of psychological healthcare specialists The Second Firm, is to hold a bottle of water with you as you head out. Having one thing in your hand already generally is a safety blanket, means you don’t have to go out the bar instantly, and in addition makes it much less probably you may be requested if you’re consuming if you’re already taking sips,” she defined. “I discovered this an enormous assist and, bonus, additionally meant I stayed hydrated.” 

Make the most of a extra conscious Cannes

There are extra yoga, health and wellbeing periods on the schedule this 12 months. Actually, Outbrain has arrange a wellness retreat on the Martinez the place guests can unwind throughout meditation or benefit from the Cannes sea by paddleboarding. Equally, Amazon might be internet hosting morning exercise and wellness periods at its spot on the port all through the week. If neither of these booze-free choices are your factor then there are smoothies at dawn on the Cognitive yacht for the primary three days of the week. 

“That is my fourth time attending Cannes. However even in earlier years, many attended bike rides, morning yoga, and different wholesome actions,” mentioned Michael Nevins, CMO at advert tech vendor Equativ (previously Sensible AdServer). “We’ve hosted wholesome occasions prior to now and had nice attendance. However this doesn’t imply individuals nonetheless didn’t drink and dance till 3:00 AM. I drink quite a lot of water to remain hydrated and sober.”

Whisper it: consider Cannes’ extra restorative qualities

This received’t be for everybody, however there’s one thing to be mentioned about doing at the very least some prep. E book talks and workshops, with a view to embracing the whole lot the competition has to supply, not simply copious quantities of free flowing rosé and late boozy nights. It’s simpler mentioned than executed, in fact. That mentioned, there are hacks to avoiding as lots of these conditions as doable. 

As McKinnon defined: “I averted the lengthy boozy lunches by scheduling early afternoon conferences and occasions, and reminded myself what a privilege it was to have the ability to hear from world class audio system.  In earlier years I had used a day session to get pleasure from a nap in a darkish aircon room – I do know I used to be not alone on this technique.”

If you happen to’re in want of a day pick-me-up that isn’t an Aperol Spritz or wish to keep away from the competition’s rosé ice-lollies then why not take a stroll into city for some gelato and even buy groceries at one of many boutique shops on the Rue d’Antibes — a seven minute stroll from the Croisette. No marvel Wavemaker’s international chief technique and product officer Stuart Bowden goes there every year to interrupt up the day.



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