Our Cannes correspondent, Marta, is still in Cannes. And she's still standing. She writes:
It's been a busy few days at the Palais, with most chat revolving arout the goldmine awaiting brands in Brazil, wearable tech (yep, still) and the secrets to brand storytelling on mobile platforms (most of which seems to boil down to "tiny screen, huge potential"). Out on the roasting pavements of the Croisette, the rainbow of wristbands is starting to pile up and the rest of Soho is about to descend any minute now.
So, with that in mind, today's post is going to a brief one.
Five things I learned in the first few days in Cannes:
1. Darth Vader is just misunderstood
He's just as football mad as the next guy. He even has a tricked out data room to prove it, created by the brains over at Twitter. Real time monitoring with a distinctly sci fi vibe.
2. It takes a village military
At the aforementioned Twitter event, a military drone pilot was brought in to fly a selfie-taking octocopter, due to a risky mix of emailing-whilst-walking punters and rosé-dazed lunchers. Technology will save us, but there's also a good chance it will decapitate us.
3. Forget peak beard, we've reached peak swag bag
There are more tote bags being dished out than a small country could make use of in a lifetime. One particular swag bag was filled with yet more (empty) swag bags, like a set of heavily sponsorsed nesting dolls. Let's think outside the beige bag, people.
4. Yeah, yeah, 'Ye
Kanye West isn't god, however much he wishes he was. But you'd be forgiven for thinking the messiah was here, with all the commotion.
5. Darth Vader is a social whizz.
And he's following me on Twitter. Uh oh.