Liam Fay-Fright, founding partner of Common Industry, surveys the rush to VR activations at this year's Cannes Lions Festival

It’s the year of VR at the Cannes Lions International Festival Of Creativity. All the major technology players are touting their wares to the rosé-swilling hordes: Google is dishing out Cardboard headsets like aspirins; Samsung has set up on every street corner, ready to strap a Gear VR to the head of any unwitting passerby.

In the year when Spielberg is shooting Ready Player One, a film about a near future dystopia in which everyone lives inside an alternative VR universe, it feels like those clunky headsets have finally made it into the mainstream.

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