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MEC Partners With Digital Creative Studio Holition to Reveal the Creative DNA of Cannes Lions


/ -- CANNES, FRANCE--(Marketwired - June 21, 2016) -

  • The installation marks MEC's founding partner status of the Lions Innovation Festival
  • Interactive display will draw on past Cannes award winners to allow audience to identify their personal strand of creativity

MEC today unveils 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 visualisation which could define a person's creative DNA."

Stephan Bruneau will be available for interview between 9am and 5pm on Tuesday 21st and Wednesday 22nd June.

The DNA of Creativity can be visited from 9am Tuesday 21st June in the MEC space in the Lions Innovation Festival (Cannes Rotonde Lerins Building).

About MEC

MEC is committed to growth. Growth for our people, our clients and our industry. MEC pushes the boundaries of what's possible in order to thrive in ~ Ad Ops ~ Analytics ~ Brand Partnerships ~ Content Marketing ~ Data ~ Insight ~ Integrated Planning ~ Mobile ~ Multi-cultural ~ Performance Marketing ~ Planning & Buying ~ Programmatic ~ Search ~ Social ~ Sport, Entertainment & Cause Marketing. Our 5,000 highly talented and motivated people work with category leading advertisers in 93 countries and we are a founding partner of GroupM. To find out more, visit us at #dontjustlivethrive

About Holition

Holition are cutting edge leaders in innovative and emerging digital technology. They craft premium digital experiences for a growing network of pioneering organisations including De Beers, Dunhill, Alexander McQueen, Moet, L'Oreal and Louis Vuitton. Their creative augmented reality, data visualisation, holographic, projection mapping and wearable solutions bring audiences closer to brands, connecting digital to retail by delivering memorable experiences online, in-store and through mobile.

Their team of experts are widely invited to be thought leaders at global conferences and events; sharing their knowledge and experience to encourage thinking beyond the expected.

Images are available on request

Vicky Beaney
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Katrine Graugaard
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Fiona Spence
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