In 2013, Microsoft used its Skype technology to create a virtual "Hole in the World" between Melbourne and Whales to celebrate a series of matches between the Australian and UK rugby sides. Supporters from both countries could look into an eight-foot-wide “hole” and see fans on the other side of the globe in real-time, creating an opportunity for exchanges between the two groups.
As an exciting evolution, Microsoft wanted to update the concept for the Cannes Festival of Creativity. They asked us to re-imagine what a hole in the world would look like if it were connecting the creative class in Cannes with the rest of the globe. Our new solution was the Hole in the World Ambient Lounge.
The reimagined hole wasn't limited to one time zone, but gave creatives worldwide the opportunity to participate in the Festival of Creativity by “digging their own hole” via Skype. The new square design of the hole acted as a recognizable icon across all communications. Over five days we encouraged people from around the globe to interact and enjoy live bands, digital artists, parties and live painting.