Lessons From Cannes: Lesson 3

Dear diary,

If there’s one thing Cannes reminded me of, it’s this: the best crypto projects aren’t just protocols; they’re people.

I saw it at the Boundless events. I saw it at Pudgy Penguins. I saw it at the builders' night by Metamask. I saw it every time someone met a mutual from Twitter and lost their mind in the best way possible.

The hugs were real. The energy was contagious.

And the community? Very much alive.

So let’s talk about it:
Community is not a “nice to have.” It’s the backbone.

We spend so much time behind screens that we start to forget what Web3 is even for. But the minute you’re surrounded by the people who’ve been riding with your project for months; people who know the lore, wear the merch, bring their friends, you get it.

These aren’t just holders or followers or Discord lurkers. They’re the cultural infrastructure.
They’re the ones who onboard others, defend the vision, build spin-off projects, post every update, create memes for free, and keep the mission alive even when the price isn’t.

And while yes, community starts online (in Telegrams and Discords and memes) the real magic happens when you bring it into the real world.

IRL matters.

Because in a space that’s deeply digital and low-key emotionally exhausting, real-world connection is a reset button. It reminds people why they’re here. It deepens bonds. It’s where loyalty upgrades from transactional to emotional.

You don’t need to throw a mega-conference. You don’t need a yacht. But you do need to show up. (FOMOing on the yacht events here though)
But here’s the part people skip: building a community is one thing. Sustaining it is a strategy.

It’s not just about “vibes” and emojis. It’s about structure. Clear communication. Shared rituals. Opportunities to participate, not just observe. When people know how to plug in, and feel like their contributions actually shape the future, that’s when a community turns into a movement.

And this is where experiential marketing steps in.

Because when you create real, memorable moments, anything that makes people feel something, you turn your brand into a lived experience (like for example RAAVE)

People won’t remember your FAQ section. Still, they will remember the time they went on a helicopter tour lol.

In a space obsessed with scalability, don’t forget: the most powerful connections are still personal.

Lesson three?
If you're not investing in your community, you’re not building anything worth staying for.

Got questions? Feedback? You know where to find us 📞—we’re here to help you get organized, even if we’re still figuring out our own lives.

Until next lesson,

stay cookish. 🍪