At this year’s Cannes Lions Festival of Creativity, TBWA — The Disruption Company — launched an innovative ice cream experience dubbed the Taste of Disruption. Created by TBWA’s design agencies, Design by Disruption and Auditoire, the Riviera-inspired ice cream truck serves as a flavorful oasis for festival attendees amid the bustling La Croisette.
Open Monday through Friday from 10 a.m. to 6 p.m., the activation invites pass holders to sample bold and unexpected flavor combinations that reflect TBWA’s disruptive mindset. Choices include honey and thyme, melon and wasabi, matcha and ginger, and berry with timut pepper — blending sweet, spicy, earthy, and tangy notes to surprise and delight the palate.
Erin Riley, Global CEO of TBWA\Worldwide, who personally served guests during the launch, emphasized the deeper meaning behind the concept: “Disruption is so much more than a methodology — it is a mindset, a spirit, a feeling. We wanted to bring that to Cannes in a lighthearted, but totally relevant way.”
The ice cream truck’s design features a sunny reinterpretation of TBWA’s signature yellow, adorned with diagonal stripes inspired by the brand’s Backslash motif and the coastal vibe of the Côte d’Azur. Located directly across from the Palais des Festivals’ iconic red carpet, the Taste of Disruption promises to be one of the most memorable and delicious highlights of the week.
This unique activation demonstrates how creativity and innovation continue to influence the latest trends in ice cream, inspiring new possibilities for ice cream franchise concepts and flavors.
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