ABOUT

CAPTURING USER IMAGINATION AT CANNES LIONS BY MAKING DATA BEAUTIFUL
Data and creativity can often seem at odds. Working with Getty Images, Verve and Something Else, Wonderful sought to undo this stereotype, putting passion into data at Cannes Lions through an app centred on emotional, engaging experiences.

DATA PARTNERS WITH GETTY IMAGES
Verve utilises meta search to track the use of imagery and the media that images become associated with and used alongside – providing data that helps businesses get the most from moments of connection. Partnering with Getting Images, the world’s largest image library, unlocked a significant resource that allowed a conceptual framework around the power and creativity of data in capturing and understanding human-first moments – The Art of Data.

AN APP THAT CREATES ART (WITHOUT AI)
To embody the Art of Data concept, Wonderful designed and built an app that would allow users to create unique works of art based on momentary snapshots of emotion and their connection to specific visual imagery supplied by Getty Images, whilst providing Verve with clear lines of data and the ability to demonstrate that importance of data to media businesses.

By answering a series of questions based on emotional reactions to specific images, users would create an art piece that reflected that singular moment and their unique series of answers. The questions did not have a fundamentally right or wrong response, allowing users to answer with genuine emotion rather than what they might be expected to choose.

CREATING ENGAGEMENT AT THE WORLD’S BIGGEST CREATIVE FESTIVAL
To ensure that the Art of Data app would allow users to immediately engage with the concept, a UX-led approach to development was utilised by Wonderful – directly focusing on usability and accessibility to maximise engagement and create moments of wonder. Each picture response had a different weighted effect on the final artwork, meaning that user choices across the interactive process had a meaningful effect on the outcome.

CREATING VALUE BEYOND THE APP
As a proof of concept, the Art of Data app successfully combined information gathering with emotive, creative artwork that had a relevance beyond the app environment. Artwork created by users was displayed on large screens and used as in-the-room graphics, artwork could also be kept and shared with others, improving engagement after initial use and providing further opportunities for data gathering.

- Over 600 leads generated in 5 days at Cannes Lions
- 50% re-engagement rate
- 1600 users and huge increase in event engagement
- 2m 35s average engagement time