Top Story

e4m_logo.png

Home >> Advertising >> Article

MEC partners with Holition to unveil creative DNA of Cannes Lions

23-June-2016
Font Size   16
Share
MEC partners with Holition to unveil creative DNA of Cannes Lions

MEC recently unveiled its installation at Cannes Lions Innovation.  The visual art piece, which unlocks the data behind game-changing creativity, has been created and built in partnership with digital creative studio Holition.

The installation, The DNA of Creativity, is presented in a mirror lined chamber that projects an LED video wall display into a seemingly endless space. This dazzling digital artwork uses an entirely bespoke hardware and software solution to generate a user’s individual creative profile in real-time, by drawing on the rich and varied archive of Cannes winners. The DNA of Creativity is thus both a tribute to the creative history of Cannes Lions and a glimpse into each individual’s creative future.

The DNA of Creativity represents MEC's capability to take vast amounts of data, uncover real-time insights and turn them into intuitive, forward thinking visualizations.

Stephan Bruneau, Global Chief Analytics and Insight Officer at MEC, said, “In today’s ‘always on’ environment, data is everywhere.  But without careful curation and interpretation it is useless.  At MEC we aim to make data accessible and meaningful by taking it out of the computer and turning it into more intuitive and interactive visual representations.  We have partnered with Holition to create something truly special for Cannes, using technology and data to determine and visualise creativity." 

Jonathan Chippindale, CEO at Holition, said, "With MEC we were inspired by the vast Cannes archive and the structure of the DNA double helix. This naturally led us to see how we could craft an algorithm to simplify the data into an immersive visualization which could define a person’s creative DNA.”

Tags Holition MEC

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems