The Afties
Legacy’s own room at Cannes Lions. Three editions, three years, and it has grown every one of them.
Three Years In A Row, Still Undefeated.
Cannes Lions week is the densest concentration of brand spend in the calendar, and almost all of it buys rooms nobody wants to be in. The Afties was built as the opposite — a room worth getting into, during the week when access is hardest.
Legacy owns it. That makes it the one thing on this site that is not a client engagement: the venue, the guest list, the partners and the programming are all ours, and the property has grown in reach every year it has run.
Each edition is reported on the metric that was tracked that year — social impressions in 2024, editorial unique monthly visitors in 2025, press impressions in 2026. They are not the same measurement and are not presented as a single series.
Biggest stars in the world.
Amazon Music presents the third Afties, at Le Majestic.
Three years in, the room had stopped being an after-party and started being a fixture of the week. Four hundred hand-picked leaders across sports, entertainment, business, media and culture, at Bisou Bisou inside Le Majestic, hosted by Taylor Rooks.
Amazon Music presented it as one partnership in two parts — a day event, the Afties Yacht Club, then the Afties itself at night — with Sprite, Kalshi and Patrón alongside. Nothing was bought: 1.2 million organic social engagements across event week, zero paid spend.
Two days before the Afties, Legacy programmed Amazon Music × The Afties: Yacht Club.
Bisou Bisou, inside Le Majestic.
Biggest stars in the world.
Chrystie
The second edition took over Chrystie and sold out. The guest list moved from promising to undeniable — Carmelo Anthony, Gabrielle Union, Dwyane Wade, Russell Westbrook, Candace Parker, Alex Rodriguez.
The coverage stopped being local. People, Page Six, The Source and Boardroom ran it, and the story travelled to the UK, France and India — 150 million unique monthly visitors of editorial reach across ten-plus outlets.
Biggest stars in the world.
The debut
The debut. Cannes Lions week is wall-to-wall brand activations, and almost none of them are rooms anyone actually wants to be in. The Afties was built as the opposite of that — and it sold out.
Ten-plus brand partners backed the first one, Fanatics and Sprite among them. Fifty million social impressions off a first-year event nobody had heard of yet.
Biggest stars in the world.
“It has become part of the Cannes story itself.”
Haute Living