The campaign combined dynamic OOH with Twitter, in an attempt to convey the global mood of the people in Cannes. In a busy environment, the campaign summarised the mood in Cannes with a globally recognised language – emojis.
Delivered through OpenLoop the campaign scanned all #CannesLions tweets throughout the week. The trending emoji was published regularly onto Le Grand Screen, a giant 16-metre-long digital billboard above The Grand Hotel.
The campaign scanned over 160,000 #CannesLions tweets. Emoji trends emerged over the week, mornings in Cannes were positive, in afternoons emoji use was varied reflecting the events of the day. Evenings showed a clear focus on the awards, with the trophy, star and hands clapping the most popular emojis each evening.