There aren’t many events in the adland calendar that promise to make you laugh, cry and allow you to revel, completely, in the craft of filmmaking.
But La Nuit de l’Advertising, which lands in Sydney later this month, is one such event.
On 22 October at the Hayden Orpheum Picture Palace in Cremorne, the event will bring together industry luminaries, students, marketers and more for an evening of unbridled good times.
To find out what’s in store, B&T caught up with Amaury Treguer, co-founder of Bread Agency and board member of the organisers Alliance Française de Sydney.
Buy your tickets here — for just $50!
“I think we should write it somewhere that this is not a French event!” Treguer told B&T, laughing.
“It’s very much an international event. There will be spots from 45 countries. Everything will be subtitled and there will be ads from China, across Africa and more.”
La Nuit de l’Advertising, which literally means ‘The Night of the AdEaters’, was founded in France by Jean Marie Boursicot in the early 80s. He created the world’s first Advertising Film Archive and it currently holds the largest collection of French and international advertising films — thought to be in the range of 1.5 million films and growing — anywhere in the world. It even includes the very first commercial created in 1898 by the Lumière brothers.
But there’s much more to the event than sitting in a cinema, mindlessly watching adverts. Much, much more, in fact.
It’s a full-blown party atmosphere with a live stage show, sponsors will be giving away all sorts of prizes. Into the Wild will be giving away vouchers to win a trip away. Akubra will be giving away hats. Mentos and Chupa Chups will be distributing all sorts of tasty treats and Yo-Chi will be giving away vouchers.
La Nuit de l’Advertising is expecting more than 600 attendees — not bad for the event’s first outing. It won’t be an evening of quiet contemplation of effectiveness.
“It’s the ads that will make you laugh, cry and spring other emotions,” said Treguer, “and the ones with beautiful storytelling, craft, special effects.”
“If you’re passionate about advertising, the night is about celebrating the cinema and the ads. The cinema of ads, if you like. It’s not solely for the industry.”
For Australia’s advertising agencies and marketers, it offers a brilliant chance to inspire the team, relax (pr party, or both) and revel in the work.
La Nuit de l’Advertising will also have students attending from NIDA, UTS, Macquarie and AFTRS universities, providing an opportunity to spot the next big creative.
“It’s going to be a party in a cinema watching great ads,” said Treguer.
“You aren’t going to be sat in a silent room, watching things and barely talking to each other. It’s going to be a lot of fun over the evening.”
The event is also seeking sponsors and brands to join this premiere, from advertising on the big screen to product gifting and activations. Brands wanting to get involved are invited to get in touch to discuss partnership opportunities. There’s the chance to connect directly with some well-heeled customers (with the possible exception of some of the students).
Tickets, we understand, are selling fast. We’d move now to secure yours and your teams’ attendance.
We’ll see you for a boogie in the aisle.
Event Details
- What: La Nuit de l’Advertising
- When: Thursday 22 October 2026 from 5.30pm
- Where: Hayden Orpheum Picture Palace, Cremorne
- Tickets: Available via Humanitix
- Find out more: Here
Take a look at some of the other La Nuit de l’Advertisings from around the world.
