Mickey on the Martinez

Client: Disney

Mickey on the Martinez redefined how a global entertainment brand can merge physical spectacle with digital innovation at one of the world’s most influential creative festivals. Designed and delivered by 2Heads for Disney at Cannes Lions 2025, the activation transformed a traditionally static rooftop installation into a multi-layered hybrid experience, one that connected emotionally with delegates, generated extraordinary social reach, and positioned Disney as a leader in playful creative technology.

At its centre stood a 15ft chrome Mickey Mouse, engineered with precision and elevated atop the iconic Martinez Hotel. The sculpture’s reflective finish ensured it was never a passive object; it mirrored Cannes itself, pulling the energy of the Croisette into the experience. But the innovation truly came alive through the AR layer we built around it. Delegates could scan QR codes placed across the festival, unlocking an animated digital Mickey who appeared to leap from the rooftop into their surroundings. This seamless blend of physical craft and augmented play turned every interaction into a personalised, shareable moment, fuelled by curiosity, and instant social amplification. The activation didn’t sit in isolation, serving as the connective thread across Disney’s wider festival footprint, linking suites and creative showcases into one cohesive journey. AR touchpoints became gateways into deeper engagement, while nighttime lighting effects kept Mickey alive across the skyline long after the sun set. The result was a landmark activation that not only dominated the festival visually but extended far beyond its physical boundaries. Through smart technology, thoughtful engineering & bold creativity.