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It took me about eight minutes to know that ADWEEK had to find a way to work with C2.
When I walked into the Grand Quay in the port of Montreal at my first C2 Montréal last May, the room flickered with an energy and light that I’d never experienced before at any event. (And, believe me, I go to a lot of events.)
Everything felt, sounded, smelled different: The gigantic wrought-iron arch sculpture called “The Portal” that greeted me; the oversized, shiny silver cushions and chairs where people were meeting and chatting; a custom pop-up restaurant concept; an activation called Neurodiverse Lasagna that was absolutely crackling; a hanging forest of wisps of paper with words on them that I later discovered was an introspection lab exploring our relationship with language and language models.
My first interaction with other C2 attendees involved tossing a ball around a circle and revealing to them what I valued most about my team (our mutual trust, fyi), followed by a guided meditation. It only got more immersive and connective for the next two days, and after just that first eight minutes I started to grasp the power of what C2 was creating: Experience as media, community as audience.
That’s why we at ADWEEK are so massively excited to be showing up in a big way at C2 Montréal next week, May 20-22. We’ll be doing updates and coverage from the event all week on all our channels, and my colleagues Zoë Ruderman and Jenny Rooney will be igniting fascinating conversations from the main stage.
I’ll be moderating a conversation on day one with my friend C2 CEO Anick Beaulieu and guests from Airbnb and Braindate about the future of experiential, and you’ll see much more content on the topic of experiential marketing on ADWEEK in the days and weeks ahead.
Want to join in on the epic experience? Register for C2 Montréal here, and you’ll get a $200 discount.
