Complex Made Simple

Leo Burnett Dubai launches innovative CrowdStorming concept to celebrate creativity at Dubai Lynx 2014

Leo Burnett Dubai launched an exciting new creative concept at the opening of the Dubai Lynx International Festival of Creativity: CrowdStorming. The groundbreaking idea was seen at Leo Burnett’s Lynx Academy booth within the Festival at Madinat Jumeirah Arena from March 9-11, where the correlation between collective brainstorming and creative inspiration was demonstrated in an interactive, live art installation.

This year’s Leo Burnett booth was composed almost entirely of white canvas, creating a blank page onto which three urban artists – Rami Afifi, Victoria Viray, and Tarsila Schubert Cury – painted throughout the Festival. They drew inspiration for their work from tweets sent by Festival-goers using a dedicated hashtag (#crowdstorming); these tweets included anything from thoughts and ideas to words and images, whatever came to their mind throughout the Lynx sessions. The tweets were displayed on a screen for the artists to see, and tweeters who had their content chosen received the canvas they inspired.

By the end of the Dubai Lynx Festival, Leo Burnett’s stall had been transformed into a colourful creative expression of collective thought – a true demonstration of the inspirational power that collaboration can have on the creative process.

“CrowdStorming is the result of our desire to create something innovative that would be both creative and engaging,” said Bechara Mouzannar, CCO, Leo Burnett Group MENA. “Creativity is the core of our business, and CrowdStorming is an exciting live demonstration of how creativity can come from anyone. Everyone can contribute , be part of it and watch creativity as it unfolds”.