Go Back to the Future: Tech twists on iconic campaigns

It was the last day of Cannes Lions. In fact, it was the final session of last week for the Makers Lab in the Palais II. Everybody’s nerves and livers had taken a hammering over the past few days. But that didn’t stop a crowd of eager creatives from around the world dragging themselves along the Croisette under the beating Provençale sun to attend makemepulse’s workshop, Applying Innovative Tech to Advertising’s Most Awarded Ads.

The session did exactly what it promised, but it was very much an interactive affair, no matter what the audiences hangovers said.

“Often big technical activation ideas are in competition with classical, above-the-line content,” says director of partnerships Sarah Cutler on the studio’s inspiration for the session. “We really believe that you can make amazing tech activations that can sit alongside or enhance that. We say, ‘how can we make these ideas work together?’”

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