Catering to current trends of craft and crowdsourcing, Clear Channel Outdoor commissioned two “high-profile billboard muralists” to handpaint people’s tweets on a giant canvas during Cannes. And by smushing enough ideas together on a 16m x 4m screen, they’ve set a couple records: This was the world’s first hand-painted micrography billboard made entirely of tweets, and also the world’s first gigapixel image searchable by tweet.
To gather relevant words, CCO started Twitter debates with questions like, “Who owns the creative agenda?” and “Is technology redefining creativity?” People were into it: over the four-day period, the campaign delivered a total campaign reach of 15.7 million impressions on Twitter. “Who owns the creative agenda?” trended number two worldwide. As the responses streamed in, social media visualisations of the #canvas Twitter content were displayed on CCO’s website, digital screens at the festival, and a high-resolution projection to a separate 18m x 5m canvas located on the roof of the Le Grand Hotel.
It’s a sweet reflection of the spirit of Cannes, one that could have only been more accurate if it involved alcohol. See if your tweet was chosen here.