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Leo Burnett · Cannes

David
on Demand

Art Director. Participation architecture and art direction.

The project

Leo Burnett needed to drive attention to its Cannes Lions Wildfire seminar, themed “Spontaneity in Modern Marketing.” Instead of talking about real-time creativity, we demonstrated it live: we turned Leo Burnett creative recruiter David Perez into the world’s first Twitter-controlled human.

David on Demand was a Twitter-driven experiential campaign broadcast 24/7 for six days during Cannes Lions. Wearing webcam-enabled glasses and live-streaming gear, David gave up his free will and carried out audience requests sent by tweeting @davidondemand, capturing Cannes through his eyes in real time and turning the seminar’s premise into a public experiment.

Impact: David received ~20,000 requests. In under six days, the project generated ~3 million Twitter mentions from 132+ countries, delivered 144 hours of live-streamed content, and earned 100+ million impressions through related articles and TV coverage.

Check out David on Demand on Facebook, and Twitter.

Zero media budget.

The work

watch on vimeo

Press coverage of David on Demand
Press coverage of David on Demand
Press coverage of David on Demand
Press coverage of David on Demand
David on Demand, the campaign board, with the media coverage and the tweet commands laid out
A Ben Stiller tweet about David on Demand, shown in the campaign frame
Share of the Cannes Twitter conversation, David on Demand the biggest slice at 39.5 percent
David parasailing over Cannes on the tweet command, go Parasailing
David dancing on the beach on the tweet command, do the Thriller dance
The view from a helicopter over Cannes on the tweet command, ride in a helicopter

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