Cannes is Feeling…
Cannes Lions Festival of Creativity, where all the big names from the advertising world congregate to debate, drink and mingle, is the setting for a new public service from Grand Visual and Clear Channel. #CannesScan, a Twitter enabled DOOH campaign, summarises the mood, chit-chat and hangovers on the Croisette. All in the world’s first truly global language – emojis.
18th-25th June, Cannes, France: #CannesScan, is a live Twitter poll of the emojis being used in reference to all things #CannesLions during the world’s most important advertising event. The trending emoji will be published regularly through each day on Le Grand Screen, a giant 16-metre-long digital billboard above The Grand Hotel.
Attending Cannes Lions is such a tough gig. Festival attendees may be too busy, too tired, too hungover or too “refreshed” to get to grips with all the latest gossip. #CannesScan will keep them “in the know” throughout the day and night with just a glance up at the digital billboard. From the Gutter Bar to the Palais and even from the yachts in the bay #CannesScan is a vital utility for the hard-working and hard-partying festival folk.
The creative brings the emoji centre stage, in a simple execution that flicks through a range of symbols and expressions, before landing on the most popular emoji of the moment. The featured emoji is a bold visual summary of how Cannes is feeling. The simple public service, demonstrates the strength of digital OOH to amplify social conversations on a grand scale using the largest, most prominent screen in Cannes.
#CannesScan is coordinated through OpenLoop, the Digital OOH campaign management dashboard, which analyses #cannes themed twitter streams and publishes the outcome on the unique Le Grand Screen, towering 12 stories high, and clearly visible across the bay, day and night. A network of D6 screens on the ground also feature the real-time emoji poll.
Ric Albert, Digital Director at Grand Visual, said:
“When you are feeling jaded, and potentially a little inebriated, an emoji will do. Visual analytics are easier to read than the written word, and the minimalist simplicity of this execution is its strength. So you can forget scouring social channels, press releases and news articles – simply look up at #CannesScan, to get the true, uncut, public view on the street. Find out if it’s happy hour cocktails, or if there are too many Lion losers bringing down the mood in the bars, with one simple emoji”.
Chris Pelekanou, Commercial Director at Clear Channel UK, commented:
“#CannesScan is here to help the Cannes crowd garner the mood on the street. It’s on-trend and particularly relevant to the advertising community given the success of Domino’s emoji campaign here last year, which took home the Cannes Titanium Grand Prix. It demonstrates the huge potential of combining OOH with social media platforms for connecting with people on their own terms, in a way that is relevant, accessible and potentially humorous.”
Post Lions #CannesScan Summary:
Mornings in Cannes were positive, with all emoji’s showing people looking forward to the day ahead, from sunshine, smiley faces & peace signs, mornings were a surprisingly positive place in Cannes, and emoji’s were a far cry from the sore heads and hangovers expected.
Throughout the week the mood at midday was the most varied. Quite likely due the fact that every day was different, from networking, sunbathing, or listening to an inspiring talk. The varied emoji use shows the variety of the week.
Whilst there was variety during the day, when evening came, one thing was clear, people only had one thing on their minds – Cannes Lions awards. The top emoji’s of the evening was Trophy, stars, hands clapping. Whilst some may say Cannes is just about the Rose and beach parties, #CannesScan shows people are happy to celebrate great work.