Action’s ‘sense’itive solutions for SAWA
This year the seven-day festival, incorporating the awarding of the Lions awards, featured a
The Cannes Lions
special experiment released by SAWA, the Screen Advertising World Association and Action,
International Advertising
market leader on the Côte D'Azur specialising in the hire of professional video equipment, high
Festival (IAF), a global
brightness video projection systems, video walls, indoor and outdoor LED screens.
festival for those working Utilising the five senses, sight, hearing, taste, touch and smell, special seminars were used to
in advertising and related
engage with the audience, showing them how to ‘feel’ each commercial.
fields is held annually at
From the world of 3D to audience participation through interactive games, a sound experience
the Palais de Festivals in
that only cinema can provide to unique applications such as the smell and taste of a product - all
Cannes, France.
the senses were used, showcasing what is now possible in advertising in the Cinema industry.
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