Reduce, Reuse, and Recycle was at the heart of the client’s brief for The Google Beach at Cannes Lions. Repurposing sections from 2019 was a colossal jigsaw puzzle. The audit took time. We had to check the manufacturing and site drawings—of which there were over 500—and carefully inspect, label, and repaint each individual piece, separating it into sections ready for the build. We wanted to make it as easy as possible for the on-site crew, who would already be faced with the demands of building on sand, in up to 40-degree heat, around the clock.