Exponential plots Cannes augmented reality ad

Exponential, the ad intelligence agency, is launching an interactive campaign at the Palais des Festivals in Cannes, on the same billboard site used by Twitter last year.

Exponential: readies Cannes campaign
Exponential: readies Cannes campaign

In a bid to challenge the data versus creativity argument, Exponential has created a billboard ad that uses augmented reality to engage Cannes Lions attendees during the festival between 16 and 22 June.

Using the Aurasma app, users can launch the billboard’s augmented reality properties to see the Exponential logo decay into thousands of hexagons, before turning into a DNA helix then, finally, into the Cannes lion.

Dave Buck has been responsible for the design and build of the billboard, which has been animated by John English Kerr.

Phil Buxton, the global marketing director at Exponential, said: "I fully expect the meatiest topic of discussion at the Cannes Lions festival in June to be what we might label as data versus creativity.

"But ‘big data', treated with intelligence, is absolute gold dust for a creative and the creative industry needs to be careful it doesn't let a predilection for magic over logic cloud its judgement of assets - both people and technology - that could help it do its job better."

Exponential hopes to drive debate at the festival by using the high-profile site, used by Twitter in 2012 to promote the #canneslions hashtag.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published