The Challenge
blowUP media had created something genuinely innovative with its Vertical Garden®, transforming traditional out-of-home sites into living, breathing urban infrastructure that actively improves air quality.

The product was powerful.
The proof was credible.
But the story wasn’t landing at the level required to compete at Cannes.

Because at that level, it’s not just about what the work is, it’s about how clearly and compellingly it’s understood.

The Approach
I focused on reframing the work into a narrative that would resonate with juries, combining innovation, impact and commercial transformation into a single, cohesive story.

• Clarified the core positioning: shifting blowUP media from a media owner to an urban infrastructure partner

• Refined the narrative to ensure the environmental impact was both credible and easy to understand

• Structured the story around clear sections aligned to Cannes criteria, ensuring every claim was supported, every message earned

• Balanced ambition with accuracy, creating work that was both jury-baiting and audit-safe

• Crucially, I ensured the story didn’t just describe the product; it demonstrated why it matters, at scale.

The Execution
I worked across multiple Cannes Lions categories, adapting the story to meet different judging criteria while maintaining a single, consistent narrative.

• I crafted submissions across Outdoor, Media, Innovation and SDG categories

• Rewrote key sections, including Brand Context, Strategy, Execution and Results to maximise clarity and impact

• Strengthened the role of data and independent measurement to validate environmental claims

• Developed multiple tonal versions of the written entry and translated them into category-fit video scripts for the business to turn around themselves.

Every word was designed to work harder, simplifying complex innovation into a story that juries could quickly understand and remember.

The Impact

• A clearer, more compelling articulation of blowUP media’s innovation and role in the market

• Stronger alignment between product, purpose and commercial value

• A suite of Cannes-ready submissions tailored for multiple categories

• Increased confidence in presenting the work on a global stage

The Outcome
By transforming a complex product into a clear, powerful narrative, I helped position blowUP media not just as a media owner, but as a business redefining the role of outdoor in cities.

Because at Cannes, the difference between being shortlisted and being overlooked isn’t just the idea, it’s the story you tell about it.

Results out in June 2026.