Cannes is home to some of the world’s most curious and creative minds, these days, for the Cannes Lions International Festival of Creativity. For seven days, advertising professionals, designers, digital innovators and marketers are learning, networking and celebrating beneath the Riviera sun. The highlight for Barco? As a member of Global Cinema Advertising Association SAWA, we powered the sneak peek of #WEHAVEAPLAN – a very special cinema advertisement launched at the SAWA Cannes Lions seminar.
The power of cinema advertising
Each year, the SAWA seminar at Cannes Lions demonstrates the power and uniqueness of cinema advertising. The theme of this year’s seminar was extra special, as SAWA introduced Project Everyone – an initiative by British filmmaker Richard Curtis. “Curtis’ idea is to make the `Global Goals for sustainable development’, which will be unveiled by the United Nations on 25 September 2015, truly famous through a worldwide cinema ad campaign,” explains Cheryl Wannell, General Manager of SAWA. “We’re excited to join forces to coordinate this project in what will go down in history as not only an amazing campaign but also a game changer for the Cinema advertising medium.”
The SAWA Seminar welcomed Richard Curtis and advertising legend John Hegarty, who conceived and developed the idea for the cinema ad entitled #WEHAVEAPLAN, as keynote speakers. They released a sneak preview of the 60-second, interactive ad – which is still under production! – and talked about the power of the movies, at the The Grand Audi, the main auditorium of the Palais de Festivale. Barco’s DP2K-32B projector helped Curtis and Hegarty to highlight their message.
Our more compact DP2K-10S projector, for its part, was used during the SAWA VIP event at the beach in Cannes, on the Wednesday night. “The VIP event revolved around Project Everyone, of course,” Cheryl Wannell continued. “We had built a cinema on the beach and showed content on the movie industry and some United Nations footage. Project Everyone’s supporters and exclusive delegates from the industry were there to celebrate, promote and gain extra support for the initiative.”
Share the goals
The #WEHAVEAPLAN cinema ad will be screened across SAWA member territories (30 countries) from the release of the goals on 25 September, hoping it will influence viewers to help share the goals and, consequently, help fight poverty and climate change. “What we hope to achieve with the Global Goals campaign is, in movie language, a huge opening weekend. If we achieve that, we’ll be a big step closer to the Goals themselves becoming effective. Our partnership with SAWA in the ‘First Ever Global Cinema Ad’ is a fantastic opportunity to help us do this,” said Richard Curtis.
Watch this video for more information on ProjectEveryone/#WEHAVEAPLAN