London-based Studio XO has teamed up with legendary ad agency Saatchi & Saatchi to create XOX, an emotional technology platform that allows brands and artists to track people's emotional states. According to the XOX website, the platform adds a "new sensitive layer to the current intelligent mobile and wearable devices in the market".

At the centre of the system is a sensory wristband, which tracks the wearer's excitement levels by gathering a host of biometric data. Using an LED light embedded in the device, the wristband can change colour according to real-time changes in mood.

The raw data from the wristband is processed locally in real-time, before being transmitted to the XOX server to give designers and producers access to the information.

The system was first demonstrated at this year's Cannes Lions festival, where the audience response to Saatchi & Saatchi's New Directors Showcase was transmitted wirelessly to the XOX platform and projected up on screen as data visualisations for everyone to see.

The new platform has a huge range of potential applications, from design-stage focus groups to music concerts and festivals. For more on how science and technology will drive innovation in advertising, take a look at The Brains Behind Better Ads, part of our comprehensive coverage of this year's Cannes Lions festival.