In a bid to challenge the data versus creativity argument, Exponential has created a billboard ad that uses augmented reality to engage Cannes Lions attendees during the festival between 16 and 22 June.
Using the Aurasma app, users can launch the billboard’s augmented reality properties to see the Exponential logo decay into thousands of hexagons, before turning into a DNA helix then, finally, into the Cannes lion.
Dave Buck has been responsible for the design and build of the billboard, which has been animated by John English Kerr.
Phil Buxton, the global marketing director at Exponential, said: "I fully expect the meatiest topic of discussion at the Cannes Lions festival in June to be what we might label as data versus creativity.
"But ‘big data', treated with intelligence, is absolute gold dust for a creative and the creative industry needs to be careful it doesn't let a predilection for magic over logic cloud its judgement of assets - both people and technology - that could help it do its job better."
Exponential hopes to drive debate at the festival by using the high-profile site, used by Twitter in 2012 to promote the #canneslions hashtag.