David
on Demand

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.

To promote a Cannes Lions seminar on spontaneity, we gave the internet control of one man’s life for six days. He became the most talked-about thing at the festival.

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.

Zero media budget.