Robert Campbell, the managing director of Outsider, Robert Campbell, the creative director of Rainey Kelly Campbell Roalfe/Y&R, and James Studholme, the managing director of Blink, want to "give something back to the wider community".
The team, sickened by the hiring of lavish villas and yachts at last week's festival, have registered a new children's charity that will be affiliated with an established global children's charity, still to be confirmed. They want those who attend Cannes to donate 50 euros to the cause.
The project is designed to be a grassroots initiative and not linked to the Festival. However, the three are approaching its millionaire chairman, Roger Hatchuel, to ask him to match the amount raised. Leading adland figures are also being invited to sit on the board.
RKCR's Campbell said: "Cannes is not famous for its altruism. But now it can be."