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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market United States
Creative Director Jimmy Chen
Art Director Sean Porter
Designer Paul Hahn, Christine Chang, Jose Madriz
Producer Mitchell Gould
Released June 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Date of First Appearance: Jun 20 2010
Entrant Company: POSSIBLE WORLDWIDE, New York, USA
Chief Executive Officer: Trevor Kaufman (Possible Worldwide)
Executive Vice President, User Experience: Jason Brush (Possible Worldwide)
Executive Vice President, Touch: Eric Mauriello (Possible Worldwide)
Creative Director: Jimmy Chen (Possible Worldwide)
Producer: Mitchell Gould (Possible Worldwide)
Solutions Architecture: Michelle Kempner (Possible Worldwide)
Art Director: Sean Porter (Possible Worldwide)
Senior Project Manager: Bill Hermanns (Possible Worldwide)
Senior Software Developer: Alexis Cedeno (Possible Worldwide)
Solutions Architect: Marvin Varela (Possible Worldwide)
User-Experience Designer: Michael Collins (Possible Worldwide)
Designer: Paul Hahn (Possible Worldwide)
Designer: Christine Chang (Possible Worldwide)
Designer: Jose Madriz (Possible Worldwide)
Media placement: Touchscreen - Cannes Lions International Advertising Festival - 20 June 2010

Insights, Strategy & the Idea
We’ve all watched movies like Minority Report and Iron Man and marvelled at the way computers display information in a rich, advanced way. We’ve also wondered why today’s real-world computers don’t give us this same kind of experience. We were certain they could- and what better place to prove it than at the 2010 CANNES LIONS FESTIVAL? We created a futuristic Touchwall in order to bring these experiences to life. Located on the mezzanine of the Palais, the 12-foot by 5-foot multi-user Touchwall was created to be the information and connection appliance of the CANNES LIONS FESTIVAL and showcase innovation on the Digital Out-of-Home platform. The resulting interface connected users’ badges, the CANNES LIONS website, users’ mobile phones, and a huge touchscreen into one seamless, multi-channel experience.

Creative Execution
The Cannes Touchwall helped delegates get the most out of their experience at Cannes by providing all the information they would need to make their time in Cannes a success. It was the first DOH experience to use RFID tags embedded in badges to automatically recognize multiple people in a commercial setting. Delegates would squeal with delight as they saw their names instantly appear on the screen, granting them access to all the information the wall offered. Users could send directions to hotels, restaurants, or events directly to their mobile devices. They could view programme details and exchange contact information with other festival delegates. In fact, if two delegates were standing next to each other, their contact information could be swapped instantly on the screen.

Results and Effectiveness
The Touchwall embodied everything that the CANNES LIONS FESTIVAL is supposed to be about: using creativity and innovation to create a valuable experience that solves the needs of consumers. It was a constant hub of activity, garnering thousands of person-to-person connections and over 34 million media impressions worldwide. As a result, our agency garnered tremendous brand recognition around the world, and have begun several touchscreen projects for clients who have heard about our work creating the Touchwall.