YR x Adobe x Smyle Tote Bag Activation at Cannes Lions 2025

YR was proud to partner with creative agency Smyle to deliver a premium tote bag customisation experience for Adobe during Cannes Lions 2025 — the world’s leading festival celebrating creativity in advertising, design and marketing. Set within a private 5-star hotel location, the activation offered an exclusive, guided experience for high-profile guests.

The focus was on slow, thoughtful creation. YR staff consulted with each guest to help them design a custom Adobe tote bag using a curated set of high-quality embroidered patches. Once the design was confirmed, patches were heat-pressed live onto beach-ready totes. There was no software — just a fully guided, tactile and human experience built around creativity and detail.

The patch designs were a highlight — blending bright visuals with witty workplace commentary. Guests chose from slogans like “Circle Back”, “WIP”, “Just Checking In”, and “EOD”, offering a humorous take on corporate life. The reaction was overwhelmingly positive, and guests loved both the quality of the output and the relaxed creative process.

Results

Delivered over four days, the activation demonstrated how tactile, analog experiences can connect on a personal level — especially when executed with care. The collaboration between Smyle, Adobe and YR resulted in a polished, on-brand activation that left guests with something fun, memorable, and totally unique.

Client: Adobe (via Smyle)

• Event: Cannes Lions 2025
• Location: Cannes, France
• Dates: 16th–19th June 2025
• Format: Patch consultation & heat press, no software used

This activation reflects the evolving nature of branded experiences — blending physical interaction, humour, and premium production to leave a lasting impression. Huge thanks to Smyle and Adobe for the opportunity to collaborate at one of the most prestigious events in the industry.