In Cannes we text – day 3

Day 3 at the Cannes Lions Festival of Creativity. Today Inaki and Angel look at innovation, augmented intelligence and blindfold-based VR.

Day 3 at the Cannes Lions Festival of Creativity. Today Inaki and Angel look at innovation, augmented intelligence and blindfold-based VR.

Day 3 of our coverage of Cannes Festival of Creativity from our Madrid office’s correspondents, Iñaki Munoz and Ángel Gallego. Check out day1 and day 2 here.

Creativity + Cognitive Technology is more than just AI

Wow! Our third day in Cannes has really shown the importance of innovation in every sector. Yesterday, Lions Health was the focus for a lot of creative bods, PR professionals and students. Today, Lions Innovation raised the bar – every corner and workshop area had people desperate to learn!

Artificial Intelligence is everywhere. It is the main talking point for most keynotes and sessions scheduled for #LionsInnovation, but don’t panic! Human intelligence is unique and will always be ahead of Artificial Intelligence and robots. (At least, we hope so!). By now, spokespeople in Cannes prefer talking about Intelligent Assistants (IA) instead of Artificial Intelligence (AI). Perhaps this is a good way to stop people panicking that robots are going to take control?

Bob Lord, Chief Digital Officer at IBM presented “the cognitive era” through the amazing work achieved with Watson since the cognitive system won the Jeopardy! TV contest in the USA.

Attendees also heard how a music producer is able to take advantage of Watson, the most advanced analytics engine for massive data. Alex Da Kid explained he has amplified his creative potential thanks to the insights provided by Watson. It gives him answers related to what inspires artists and the current sentiment of people on different trends. Alex Da Kid has also used it to extend his own talent. As a result, everyone can enjoy of songs like “Not easy”, which would have been impossible without Watson’s help.

The potential for human creativity married with augmented intelligence is amazing and the best bit is that this is only the beginning!

Limitless Storytelling

What do you use VR for? To be in an imaginary place? To play videogames? To visit places around the earth? VR is touted as the technology that can take us anywhere, at any time, but… Before VR was invented we did the same thing with our imagination.

The Storytelling in the Dark session began by putting on a sleeping mask. That way, the only things we could “see” were generated using the purest, most advanced form of virtual reality: imagination. (With, admittedly, a little help from some well-chosen sounds.) This concept isn’t new, in fact it has been with us for 15,000 years.

Have you developed a campaign where you only worked with sound resources instead of images? Campaigns like this are rare – can you think of any? We are in the age of image and visual content. Instagram, YouTube, Facebook, Twitch, Vimeo, Pinterest all thrive on visual content, but this session was aimed at changing our thinking: An image has a powerful effect and can stimulate feelings, but sound empowered with your imagination is something much more moving.

This concept is applied to radio advertising, but it could work for wider, more impactful storytelling across the board.

This was our coverage of day 3 of Cannes Festival of Creativity from our Madrid office’s correspondents, Iñaki Munoz and Ángel Gallego. Check out day1 and day 2 here, and look out for day 4 coming soon.

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