Company has its own space and programme of events at festival.
From Wyclef Jean to Cindy Gallop to its massive beach house, the tobacco company really, really wants to tap the creative community to help it give the cigarette alternatives story consumer traction.
Health claims stand alongside talk of beauty and "harmonious texture" at a global product launch in Tokyo.
Salzman believes leaving Havas to be global head of comms for a tobacco company was the "chance of a lifetime". She might even convince you.
The company stresses focus on existing smokers, but is non-committal on disclosure of commercial relationships with influencers in the wake of a global report.
The tobacco giant wants creative people on its side as it looks to step up marketing around its smoke-free products. But the decision to work with a tobacco brand is still not straightforward.
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