ABOUT

Cannes Festival of Creativity 2015 was a super inspiring one for me - I judged the Branded Content category chaired by David Lubars BBDO's Global CCO, sent a young talented team to the Festival to report back to the agency and collaborated with Campaign UK, ClearChannel UK, Grand Visual, Twitter and Sysomos to create 'The Big Question'.

@TBQ/ 'The Big Question' was geared to provoke opinion on hot industry topics and play them back in real time. We knew that by the time everyone gets to Cannes, the doing is done. It's all about the talk.
We gave the industry a huge soapbox via Clear Channel UK’s giant digital billboard ‘Le Grand Screen’, twelve storeys up on The Grand Hotel on La Croisette.

Each day we broadcast The Big Question and pit two polarising answers against each other in a Twitter hash tag battle, inviting the industry to pick a side and have their say. The prevailing opinion was broadcast each evening at 10pm.

Questions included Which is more powerful #the medium or #the message? (A close call with 52% voting for the message to 48% the medium); What elevates ideas? #Stories or #Technology. (57% voted for stories over tech); Do new ideas exist? #Always or #Never (A fiercely optimistic 73% for Always).