• by Joe Mandese , June 19, 2014

CANNES, FRANCE -- Interesting way to start the day here, by feeling.

Saatchi & Saatchi’s “New Directors Showcase,” which kicked off the Lions Festival this morning, began with some high-concept experiential performance art: moody music, lighting and women dressed in nurse-like outfits walking into the crowd at the Palais’ Grand Audi and placing biometric sensory wristbands on the delegates, as the screen and narrator prompted “Feel The Reel” over and over and over again.

Not sure what the attendees were feeling -- or if any of them were reeling after a night of celebrating -- but the set-up became clear, as a lead “nurse” explained the audience was about to participate in “our emotional experiment,” adding, “We are now ready to measure your biometric signals” in order to analyze their “emotional response” to a reel of emotionally infused advertising campaigns.

Box

Grab Her

Rollin Wild