Clear Channel Outdoor (CCO), sponsor of the 2016 Cannes Lions International Festival of Creativity, will be demonstrating the creative and engagement potential of out-of-home advertising at this year’s festival, showcasing category-defining digital out-of-home activations on the world’s largest digital rooftop billboard, ‘Le Grand Screen’, and across its small format screens.
[1]The showcase will include campaigns from a range of partners, including: Bannerboy, Campaign, BuzzRadar, Carat, Film Club, Grand Visual, Kinetic, Koffeecup, Ogilvy, Show+Tell and Snack Media.
Creative concepts include: motion tracking; immersive gamification; social sentiment analysis; live-time news and Euro updates; user-generated content; curated photo-journalism; conditional-triggered content; hyper-local contextual relevance as well as data aggregation, integration and visualisation.
In addition, CCO will also unveil its own creative campaign – Capture Cannes – a digitally driven out-of-home campaign telling the story of the festival, using photographic content captured over the course of the week and showcased on Le Grand Screen each day. Using innovative Narrative Clip wearable cameras, a small group of influential people from the advertising world will capture a spontaneous photographic record of what’s happening at Cannes from sunrise to sunset, providing a complete 360 view of the week.
William Eccleshare, Chairman and CEO, Clear Channel International told us “The powerful combination of social and consumer trends, new technologies and the use of data, has completely transformed what outdoor advertising can deliver, whilst digital-out-of-home is giving advertisers ever more ways to engage creatively with audiences in real-time.
Alongside the Outdoor Lions awards, CCO will be activating its busiest programme of activity yet. Some of Digital out-of-home showcase partners include: –
- Clear Channel Outdoor: Capture Cannes. The campaign will be created in real time at Cannes, during Cannes and importantly, entirely by people attending Cannes. It will explore the energy, passion, excitement and not least creativity, which the festival offers from sunrise to sunset and provide a complete 360 view of the week. The images will be captured spontaneously by our Eyes on Cannes – a select group of festival goers spanning creatives, planners, media, suppliers and brands – and displayed on digital screens including its exclusive Le Grand Screen. The photographic story will be showcased from 10 a.m. until 9 p.m. daily.
- Clear Channel Outdoor: Outdoor Lions Awards. As sponsor of the Outdoor Lions category of the prestigious Cannes Lions awards since 2010, CCO will be using the immediacy of digital out-of-home to showcase the winners on Le Grand Screen as soon as they are revealed. World class examples of the best of OOH from the last year will be displayed on our gigantic digital screen to celebrate the outstanding achievements in our medium.
- Bannerboy: Microsoft Surface Pro. Digital production-house Bannerboy is showcasing new options for DOOH through Microsoft Kinect technology. As an example of the endless possibilities new digital technologies present, the team will be demonstrating a real-time posture scanner – capable of taking ‘x-rays’ of anyone passing by the small format digital screens, in order to provide a real-time analysis of their posture.
- Buzz Radar. Data visualization company Buzz Radar [2] will unveil an emotionally-responsive billboard at the festival this year – capturing the real-time sentiment of the event by analysing content shared on social media using the official #canneslions2016 hashtag. Throughout the festival, Buzz Radar will showcase this at its Command Centre at several key locations throughout Cannes, giving attendees the chance to interact with real-time data visualisations. Attendees can visit BuzzRadar at the Clear Channel Playground in the gardens of Le Grand Hotel at Cannes every day from 9:00 a.m. until 6:00 p.m.
- Campaign: Streaming Social News. Media partner, Campaign, will be sharing real-time stories and developments in the wider marketing community to keep attendees across the whole festival informed and entertained. These stories will all be drawn from Campaign’s exclusively-created Cannes 2016 channel and its various social feeds, in partnership with TINT. The content will be a blend of tweetable news headlines, photos, and video footage, alongside adam&eve DDB’s photographic and video creative.
- Film Club. Animation company, Film Club, which represents art-based, hand-crafted, short animation directors whose work focuses on creative film making as well as commercials and music videos, have partnered with Clear Channel once again at Cannes. They have curated a collection of stunning film content, that illustrates the how digital OOH screens can be used as a creative canvas.
- Grand Visual [3]: #CannesScan. Award-winning production and creative technology company Grand Visual will be showcasing the power of DOOH with #CannesScan, a live showcase Twitter poll of the emojis being used in reference to all things #CannesLions during the Festival. The trending emoji will be published regularly through each day as a bold visual summary of how Cannes is feeling. #CannesScan is coordinated through OpenLoop, the DOOH campaign management dashboard. It demonstrates the huge potential of combining OOH with social media platforms for communicating with people on their own terms, in a way that is relevant, accessible and potentially humorous and connects with them.
- Koffeecup; Challenge Barry. Someone has stolen the Cannes Outdoor Lions award! Can you help stocky hero, Barry, retrieve it, get the girl and save the day? Koffeecup [4] presents an action packed interactive wakeboard challenge, with jumps, tricks, explosions and sharks. The real- life wakeboard controller will put your gaming skills to the test. The digital production team at Koffeecup have created this experiential wakeboarding game, allowing users to ride the waves via an immersive installation at the CCO Playground.
- Show+Tell: CannesVox. New York based award-winning production and creative technology company Show+Tell is launching CannesVox [5]: an experiment to amplify voices at Cannes directly into the heart of the Cannes Lions main stage and the world via social media.Each day at Cannes, Show+Tell editors will publish a topic on which the public can speak out. Topics will seek to promote the creative spirit of the Cannes Lions Festival, to provoke thought and conversation and provide inspiration to viewers. Show+Tell’s companion mobile website, CannesVox.com will allow for anonymous posts, as well as archiving the day’s comments. Followers can tweet and share images of the posts via social services.
- Snack Media [6]: Real-time #Euro2016 content. Snack Media will deliver real-time content focused on the 2016 European Football Championships to ‘Le Grand Screen’. There will be no better way to follow the tournament for those strolling on the Cannes’ waterfront with live updates, colourful and engaging graphics and information being streamed to the giant out-of-home screen. This will include real-time statistics, fan and expert opinion during the Belgium v Republic of Ireland match, pre-match conversation, during game debate and opinion – with the inevitable fallout from the results. Snack Media are content specialists, reaching over 20 million fans a month via an owned and operated network of online properties.
William Eccleshare added “Clear Channel Outdoor is proud to be the official sponsor of the Outdoor Lions for the seventh consecutive year and are delighted to have the opportunity to inspire and excite the advertising and media community with a groundbreaking digital out-of-home showcase featuring our own campaign, Capture Cannes, as well as those of our valued partners.”