Leo Burnett Social Media Adventure - David on Demand - Takes Living Vicariously to Cannes

First-Ever Twitter-Driven Experiential Campaign Broadcasts Live 24 Hours a Day For Six Full Days

Jun 21, 2010, 03:00 ET from Leo Burnett Company Inc.

CHICAGO, June 21 /PRNewswire/ -- How do you take the world to the Cannes Lions International Advertising Festival without taking the world to the Cannes Lions Advertising Festival? Today, Leo Burnett Worldwide launched David on Demand, an experiential campaign that lets thousands of people experience the festival through the eyes and ears of Leo Burnett Worldwide creative recruiter David Perez. What's more is that beyond attending festival events, David's other experiences will be directed via his Twitter followers.

Simply put, from June 21 to June 26, people can Tweet David on the Twitter feed at www.davidondemand.com, and see him do it, live.

"It's been my dream to go to Cannes," said Perez. "It's going to be an incredible experience for me and for everyone else who is coming along for the ride. The people who visit and Tweet on the site have a great influence on my – our – experience at Cannes."

Sporting webcam glasses that record and broadcast his experiences live, a LiveU backpack with live streaming capabilities, crew and a PDA with his Twitter feed, David on Demand's adventures will be broadcast for the world to see and direct.

"Today's generation expects an instant response from everyone they communicate with," said Mark Tutssel, Global Chief Creative Officer, Leo Burnett Worldwide and President of the Film and Press Jury for The Cannes Lions International Advertising Festival. "We have entered the Live Age, and it's touching every aspect of our craft. Doing things for real. David on Demand is an experiential idea that exemplifies what is possible in modern marketing. This age of live creativity is a more public, more spontaneous, more responsive one."

David on Demand will provide a behind-the-scenes look into the 57th Cannes Lions International Advertising Festival, often called the "Oscars" of advertising. As the most prestigious international annual advertising award festival, it celebrates and honors the art of communications, showcases more than 24,000 award entries, and holds seven days of exhibitions, screenings and high-profile seminars. Key speakers include innovative thinkers from Procter & Gamble, Yahoo!, The Coca-Cola Company, Kraft Foods, Microsoft Advertising, Facebook, YouTube and special appearances from Spike Jonze and Ben Stiller.

Through David on Demand, people will have exclusive access to the entire Cannes experience – both day and night. David on Demand followers will have access to top-notch seminars, anticipated award shows, and best-in-class creative masterminds and brands.

The brainchild of Leo Burnett's Energy Pool and Arc Worldwide, David on Demand is deeply rooted in the company's mantra that creativity has the power to transform human behavior.

"David on Demand takes blogging to the next level. We continue to find, through technology, ways to build communities around ideas and events. Hopefully, David on Demand will provide a new way for more people to experience Cannes," said Susan Credle, Chief Creative Officer, Leo Burnett USA. "The amount of access David on Demand will have to Cannes events is unprecedented. And for Leo, it is a wonderful opportunity to continue to understand how people engage with real-time social media."

David on Demand is an experiential campaign fueled by a combination of cutting edge technologies and production specialists. With an expertise in producing interactive live action projects, Leo Burnett worked with Tool of North America and director Jason Zada as creative and production partners. As part of the production team, Tool brought in key partners Justin.tv and LiveU to help deliver on this unique project.

Justin.tv is a prominent live streaming platform that allows users to produce and watch live streaming video, making it possible to broadcast the David on Demand experience to the web and mobile devices. LiveU is a company that offers portable video broadcasting devices, allowing for real-time broadcasting of David on Demand from anywhere at any time.

To participate in David on Demand, visit www.davidondemand.com.

About Leo Burnett Company Inc.

Leo Burnett Company Inc. is one of the world's largest agency networks and the parent company of Leo Burnett and its marketing services arm, Arc. Leo Burnett is a HumanKind communications company. Our approach is simple and singular: we put a brand's purpose at the center of our communications in order to truly connect with people. Then, we activate this human purpose to create what we refer to as "Acts, not just Ads." In doing so, we make a life-long meaningful relationship between people and brands.

We believe when you create value, you create value for your clients. That's why an impressive number of the world's most valuable brands, including The Coca-Cola Company, Kellogg, McDonald's, Hallmark, Allstate, Walgreens, Procter & Gamble and Nintendo work with Leo Burnett. Clients share our purpose-centered approach and, like us, they know that agencies don't create great brands. People do.

About 57th Cannes Lions Advertising Festival

The 57th Cannes Lions International Advertising Festival will take place June 20-26, 2010 in Cannes, France. As the most prestigious international annual advertising awards, the Cannes International Advertising Festival showcases more than 24,000 entries from all over the world. Winning companies receive the highly coveted Lion trophy, honoring the most creative film, film craft, print, outdoor, interactive, radio, design, sales promo & activation and integrated advertising, as well as the best media, direct marketing, PR and Titanium ideas. The Festival is the only truly global meeting place for advertisers, advertising and communication professionals. Over 6,000 delegates from 90 countries attend seven days of exhibitions and screenings, as well as over 50 high-profile seminars, 30 workshops and master classes presented by renowned worldwide industry leaders. As the networking and learning opportunity of the year, Cannes Lions is the must-attend event for anyone involved in brand communication. For further information on the world's biggest celebration of creativity in communications, please visit www.canneslions.com.

About Tool of North America

Bicoastal Tool of North America is an award-winning production company representing top live action and interactive directors for advertising projects across all platforms. We are fully integrated to produce the best commercial and digital projects with top talent under one roof. To learn more visit www.toolofna.com.

About Justin.tv

Justin.tv is the easiest way to create live video and show anyone in the world what's happening right now. Using only a laptop, you can share your event, class, party or thoughts, live, to anyone in over 250 countries while they chat in real-time with you and with other viewers. Justin.tv makes it fun, easy and fast to gather and engage with a live audience.

Live video can help you motivate a crowd to tell their friends what's happening, follow you on Twitter, buy a product, donate to a cause or get up out of their chairs and take action. Justin.tv is built from the ground up to support any audience, whether it's 5 people or 50,000. One new live video starts each second, and users watch more than 300 million videos every month. Headquartered in San Francisco, Justin.tv is funded by Alsop Louie Partners, Tim Draper and Y Combinator. For more information, visit www.justin.tv.

About LiveU

LiveU offers a portable and cost-effective video broadcasting device that fits in a backpack and connects to video cameras, allowing broadcasters, content creators, marketing and PR professionals, and brands to easily and instantly transmit live high-quality video from anywhere at any time, via 3G, 4G, Wifi and other data networks -- even on the move. LiveU allows you to easily and directly engage fans, viewers, and consumers in ways never before possible thanks to the mobility and ease of use of the solution. To learn more visit www.LiveU.com.

SOURCE Leo Burnett Company Inc.