The exhibition of big ideas

At the Palais du Festival, Cannes - the home of big ideas.At the Cannes Lions Festival, everything is a daytime program - except for boredom. Workshops, exhibitions, screenings, training sessions, award shows and networking. From June 18 to 25, 13,500 advertising enthusiasts from 90 countries gathered on the Côte d'Azur to see or be awarded the best of the best. 40,000 entries were submitted for the three pillars of the festival: Cannes Entertainment, Cannes Health and Cannes Innovation. A jury of 300 members selected the best campaigns in the 17 categories.Campaigns become an experienceIf you look around the exhibition, it quickly becomes clear: today, advertising is created that is personal and also represents such an experience. It is no longer enough to see advertising, you have to be able to experience and feel it. With this in mind, virtual reality was a big topic at the festival. n addition to Samsung presenting its Gear VR glasses, YouTube and various players also turned their stand next to the Palais into a VR experience.In 2015, VR was still a niche product for nerds who wanted to revolutionize the gaming industry. But today, everyone knows what VR is all about and how important this technology will be for the advertising industry. "VR will influence everything, not just the gaming industry," said Clay Bavor, VR expert at Google, during his presentation. You can't avoid this technology.Transported to another worldTo meet this requirement, the "Digital Craft" category was introduced. The works in this category are characterized by exceptional form and function in a digital context. One campaign that stood out in this category and demonstrated what is possible with this technology was the project for the Dalí Museum in San Francisco. The agency Goodby Silverstein & Partners guided the visitor into the painting "Archeological Reminiscence of Millet's Angelus" by the artist Salvador Dalí. Virtual reality glasses made it possible. The campaign ran under the name "Dreams of Dalí" and won gold for it.what the Dalí world looked like:

Author: Melanie Granados