Cannes Lions, traditionally a hub for creative excellence, is increasingly showcasing media companies like Outfront. Nick Brien leads Outfront's participation, featuring XLabs—a unit focused on innovative digital out-of-home (OOH) advertising. For the first time, XLabs is bringing gamified elements, such as interactive quizzes for transit passengers. The demo will highlight customized content for various brands, including augmented reality, data-driven creative, and live-streaming. Shackelford, head of digital creative, aims for a brand-specific approach rather than a one-size-fits-all showcase at the festival.
XLabs' demo will showcase innovative digital OOH executions tailored for brands, incorporating gamification and dynamic data-driven content to create engaging experiences for audiences.
Chad Shackelford emphasizes that the directory of demos will be categorized, ensuring a tailored experience for brands at Cannes, rather than a broad, generalized approach.
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