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Hold Your Very Own Cannes Lion

 

Posted on June 16, 2009
Nicolas Mirguet

 

The Cannes Lions International Advertising Festival is set to start imminently (June 21st), and as of now, it isn’t announcing itself be that exciting... With a more than 20% drop in sign ups, teams limited in numbers, almost no parties planned, what has happened to the sheen of a Cannes Lion in the advertising world?

In the past few years, there has been some debate about the Cannes Festival, as it has represented all the advertisement mistakes (stars, enormous budgets, and questionable returns on investment...) made fun of in the movie "99 Francs", a satire on the modern advertisement business. The festival has been said to be very little adapted to the evolution of advertising caused by the Internet, the reconsideration of advertising by consumers, and to all techniques of alternative advertising. This year however, in order to address the new market, a new category has been created: the PR Lions. So does a Cannes Lion still represent what it once did?

We think it does, namely as a reaction upon seeing the "Hold Your Lion" website, which allows one to virtually hold up their very own Cannes Lion using their webcam. Using the popular (will it become played out soon?) augmented reality, the device projects a 3D image of the award in your hands when you show the marker (either printed before or on the print advertisement) to your webcam. You can immortalize this moment of virtual fame, and even post it to Facebook.

This is a nice use of augmented reality, one that will appeal to advertisers worldwide, and that proves that Cannes Lions still have a certain shine!


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Source:
- Hold your lion
- The article on culture-buzz.fr
- Translated by H. Turner


 

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