Cannes Lions | What's Your Creative DNA

MEC unveiled its installation, The DNA of Creativity, at Cannes Lions Innovation. The visual art piece, which unlocks the data behind game-changing creativity, has been created and built in partnership with Holition. The DNA of Creativity is presented in a mirror lined chamber that projects an LED video wall display into a seemingly endless space. This dazzling digital artwork uses an entirely bespoke hardware and software solution to generate a user’s individual creative profile in real-time, by drawing on the rich and varied archive of Cannes winners. The DNA of Creativity is thus both a tribute to the creative history of Cannes Lions and a glimpse into each individual’s creative future. Stephan Bruneau, Global Chief Analytics and Insight Officer at MEC, said, “In today’s always on environment, data is everywhere. But without careful curation and interpretation it is useless. At MEC we aim to make data accessible and meaningful by taking it out of the computer and turning it into more intuitive and interactive visual representations. We have partnered with Holition to create something truly special for Cannes, using technology and data to determine and visualise creativity."