Leo Burnett launches David on Demand campaign

Chicago : How do you take the world to the Cannes Lions International Advertising Festival without taking the world to the Cannes Lions Advertising Festival? Today, Leo Burnett Worldwide launched David on Demand, an experiential campaign that lets thousands of people experience the festival through the eyes and ears of Leo Burnett Worldwide creative recruiter David Perez. What’s more is that beyond attending festival events, David’s other experiences will be directed via his Twitter followers.

Simply put, from June 21 to June 26, people can Tweet David on the Twitter feed at davidondemand.com, and see him do it, live.

“It’s been my dream to go to Cannes,” said Perez. “It’s going to be an incredible experience for me and for everyone else who is coming along for the ride. The people who visit and Tweet on the site have a great influence on my – our – experience at Cannes.”

Sporting webcam glasses that record and broadcast his experiences live, a LiveU backpack with live streaming capabilities, crew and a PDA with his Twitter feed, David on Demand’s adventures will be broadcast for the world to see and direct.

“Today’s generation expects an instant response from everyone they communicate with,” said Mark Tutssel, Global Chief Creative Officer, Leo Burnett Worldwide and President of the Film and Press Jury for The Cannes Lions International Advertising Festival. “We have entered the Live Age, and it’s touching every aspect of our craft. Doing things for real. David on Demand is an experiential idea that exemplifies what is possible in modern marketing. This age of live creativity is a more public, more spontaneous, more responsive one.”

David on Demand will provide a behind-the-scenes look into the 57th Cannes Lions International Advertising Festival, often called the “Oscars” of advertising. As the most prestigious international annual advertising award festival, it celebrates and honors the art of communications, showcases more than 24,000 award entries, and holds seven days of exhibitions, screenings and high-profile seminars. Key speakers include innovative thinkers from Procter & Gamble, Yahoo!, The Coca-Cola Company, Kraft Foods, Microsoft Advertising, Facebook, YouTube and special appearances from Spike Jonze and Ben Stiller.

Through David on Demand, people will have exclusive access to the entire Cannes experience – both day and night. David on Demand followers will have access to top-notch seminars, anticipated award shows, and best-in-class creative masterminds and brands.

The brainchild of Leo Burnett’s Energy Pool and Arc Worldwide, David on Demand is deeply rooted in the company’s mantra that creativity has the power to transform human behavior.

“David on Demand takes blogging to the next level. We continue to find, through technology, ways to build communities around ideas and events. Hopefully, David on Demand will provide a new way for more people to experience Cannes,” said Susan Credle, Chief Creative Officer, Leo Burnett USA. “The amount of access David on Demand will have to Cannes events is unprecedented. And for Leo, it is a wonderful opportunity to continue to understand how people engage with real-time social media.”

David on Demand is an experiential campaign fueled by a combination of cutting edge technologies and production specialists. With an expertise in producing interactive live action projects, Leo Burnett worked with Tool of North America and director Jason Zada as creative and production partners. As part of the production team, Tool brought in key partners Justin.tv and LiveU to help deliver on this unique project.

Justin.tv is a prominent live streaming platform that allows users to produce and watch live streaming video, making it possible to broadcast the David on Demand experience to the web and mobile devices. LiveU is a company that offers portable video broadcasting devices, allowing for real-time broadcasting of David on Demand from anywhere at any time.

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