The organic brand became the first of its kind to be displayed at the festival on a billboard that is usually reserved for the likes of Dior, Guerlain and L’Oréal.
Natural and organic skin care brand Antipodes, which already has a celebrity following, including Cate Blanchett and Evangeline Lilly, made its first appearance at the Cannes Film Festival last month.
The brand’s distributor invested in a display on one of the main billboards, which normally features French fashion elites such as Dior and Guerlain or the festival’s official sponsor, L’Oréal.
It was the first time an organic skin care brand had secured the giant LED screen, which is situated outside the festival’s famous Carlton Intercontinental Hotel in Cannes.
Alexander Barani, Managing Director of Kinetic, Antipodes’ distributor said: “When Major Events Media approached us I was very excited as the occasion combines two of my biggest passions – Antipodes, a brand I have spearheaded in the UK and Europe and Cannes Film Festival, which I have been attending for many years.”
The festival took place between 17 and 28 May and marked its 70th anniversary this year. Diane Kruger won the Best Actress Award for her role in the film In The Fade and Nicole Kidman won the festival’s 70th Anniversary Prize.
The highest prize, which is called Palme d’Or was given to Swedish Director Ruben Östlund for his film, The Square.