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Clear Channel Outdoor’s Cannes Lions Creativity Debate Culminates In World’s First Hand-Painted Micrography Billboard Made From Tweets

Clear Channel Outdoor (NYSE: CCO), one of the largest outdoor advertising companies in the world, celebrated its fourth year as a sponsor of the Cannes Lions International Festival of Creativity by completing the world’s first hand-painted micrography billboard made entirely of tweets and creating the world’s first gigapixel image searchable by tweet.

The billboard showcases a mural composed of hundreds of tweets around the idea of ‘realizing creative potential,’ generated by the company’s highly successful #canvas for creativity social media debate – the third most used hashtag at this year’s Cannes Lions.

Over the course of the festival, high-profile billboard muralists, Tait Roelofs and Patrick McGregor, painstakingly hand-painted the best comments, perspectives, observations and quotes from the conversation onto the 16m x 4m canvas, showcased in this celebratory “making-of” film: http://www.youtube.com/watch?v=qy4-KH8_XtA&feature=youtu.be

The artists are seen in time-lapse, painting the canvas with the industry’s response to Clear Channel Outdoor’s challenge: how can it realize its full creative potential, against the backdrop of a global, real-time and increasingly digitally-connected world.

The mural, set in the grounds of Le Grand Hotel in Cannes, features the 60 th Anniversary Cannes logo, celebrating the creative potential of the global advertising industry, and Cannes’ 60 years of recognizing and inspiring exceptional creativity.

To bring the debate to life beyond Cannes, the mural also provides the canvas for the world’s first gigapixel image searchable by tweet. Contributors can search for their tweet by keyword or Twitter handle, to see exactly where it was painted, in incredible high resolution detail.

Search the mural here: http://clearchannelinternational.com/cannes/all

As the basis of the mural, the Twitter debates saw widespread engagement and response to our industry leaders:

  • The first debate topic, “Who owns the creative agenda?,” trended number two worldwide on Twitter
  • #canvas became the third most popular hashtag used at Cannes Lions
  • 1,217 tweets were contributed using #canvas or @CCOutdoor, delivering a total campaign reach of 15.7 million impressions on Twitter over the four-day period
  • This gave @CCOutdoor the fifth largest social footprint at Cannes – greater than any other media owner
  • The most popular debate topics were “can creativity be a bigger force for social good?,” generating the most opinions, while “is creativity an art or science?,” and “is technology redefining creativity?” drove the most comments and conversations

“Cannes Lions is an important global celebration of the brands and businesses that push the boundaries of creativity,” said Paul Evans director, marketing and planning, Clear Channel International. “Our hand-painted Twitter mural acts to symbolize, both metaphorically and literally, the powerful audience effect that can result when physical and digital experiences collide in meaningful ways.”

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