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How a Young Creative’s ‘Portfolio TakeovAR’ Made Agencies Notice

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The stunt that helped Norwegian art director get the attention of major ad agencies by hijacking adshels surrounding the Cannes Lions 2022 festival – and digitally replacing the ads with her own work

How a Young Creative’s ‘Portfolio TakeovAR’ Made Agencies Notice

‘Portfolio TakeovAR’ is a virtual portfolio experience created by art director Hanna Hereid Ringheim in an attempt to get the attention of CDs and CCOs during the 2022 Cannes Lions festival.

As a young creative, it's hard getting your work in front of recruiters, CDs, and CCOs. So after waiting for responses to her emails, the Norwegian art director Hanna Hereid Ringheim took her portfolio to them. The tech and innovation-enthusiastic Ringheim hijacked the adshels located where anyone and everyone in advertising is gathered – the Palais des Festivals et des Congrès during the Cannes Lions Festival 2022.


Only seven hours passed between the idea being created and tested, and Ringheim sitting on the plane to Cannes. Alone in the city and without a festival pass, she spent her time sorting through technical issues and testing the AR at local cafes that offered free wifi and cheap coffee – staying close to the selected adshels.

The virtual experience was developed with support from the LA-based AR studio AWE Media, using web AR and image tracking triggered by QR codes that launched custom AR experiences where the audience could browse and see Ringheims ads in the environment they were created for – outdoors. 



The portfolio display was triggered by QR codes directed at 20 creative leaders in the advertising industry, placed on adshels all along the festival area in Cannes.

The triggering posters were scanned 162 times before being taken down by security shortly after assembly. After the festival, Hanna shared the digital stunt with the targeted leaders through emails, Instagram DMs, and LinkedIn messages. As well as connect with like-minded creatives in the industry – resulting in responses from nine of the ten selected agencies, meeting five of the targeted creative leaders, receiving one job offer, and gaining a few new friends.

View the full case and see more of Ringheim’s work at hannaringheim.work


CREDITS

Agency / Creative
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lbbonline.com, Thu, 26 Jan 2023 12:14:34 GMT