See Meme-ified Richard Dawkins Saatchi's New Directors Showcase Opener

Saatchi & Saatchi recently held its 23rd annual New Directors Showcase, which is one of the most popular events during the Cannes Lions International Festival of Creativity. The show revolved around the theme "Just for Hits" and featured an eclectic, and unusually violent lineup of great films. But it opened with an oddly brainy lecture from noted evolutionary Richard Dawkins, who discussed the development of memes. That was just prelude to a mesmerizing, visual display from Marshmallow Feast, directors of the showcase from the previous two years. The idea was conceived by freelance creative directors Jonathan Santana and Xander Smith, who also worked on the show's last two openers.