TBWA -- The Disruption Company -- introduced a Taste of Disruption ice cream at the Cannes Lions Festival of Creativity.

Created by two of TBWA's design agencies — Design by Disruption and Auditoire — the Riviera-inspired ice cream truck activation is open daily from Monday to Friday, 10 a.m. to 6 p.m. to all pass holders.

Providing a space for disruptive flavors, festival attendees are invited to take a break from the pace and chaos of La Croisette and enjoy combinations such as sweet and surprising honey and thyme, refreshingly spicy melon and wasabi, earthly matcha and ginger and tangy berry and timut pepper. 

"For us Disruption is so much more than a methodology -- it is a mindset, a spirit, a feeling." said Erin Riley, Global CEO of TBWA\Worldwide, who personally served guests to kick off the festivities. 

"We wanted to bring that to Cannes in a lighthearted, but totally relevant way. We are quite literally giving the festival a taste of Disruption," continued Riley. 

The truck's exterior is wrapped in a summery take on TBWA's signature yellow, with diagonal stripes inspired by the brand's Backslash and the beachfront vibe of the Côte d'Azur. Positioned directly across from the Palais' iconic red carpet, the activation will be one of the week's most savored moments.