Leo Burnett Unveils Predictions For 2016 Cannes Lions

Leo Burnett Unveils Predictions For 2016 Cannes Lions
SHARE
THIS



Leo Burnett Worldwide has published its 29th annual Cannes Predictions, forecasting major contenders ahead of the 63rd Cannes Lions International Festival of Creativity, held in Cannes from June 18 – 25, 2016.

The annual Leo Burnett Cannes Predictions, with a track record of more than 84 per cent accuracy, spotlights a short list of campaigns with strong likelihood of winning a prestigious Lion among tens of thousands of submissions.

The work was selected by Mark Tutssel, global chief creative officer of Leo Burnett Worldwide, creative chairman of Publicis Communications, and jury president of Direct at this year’s awards festival.

“This collection represents the year’s most imaginative and innovative thinking from all corners of our industry,” said Tutssel.

“If there’s a macro theme, it’s that the alchemy of creativity and technology can drive cultural impact, transform human behaviour and create meaningful change for both business and the world.”

The creation of the Cannes Predictions list involves a yearlong evaluation of brand work that reflect industry-driving trends. Leo Burnett’s analysis arrived at the following six trends from the past year:

From Innovation To Invention

The impact of technology has been the biggest theme to emerge from Cannes over the past ten years.

Technology has touched everything from media to production and everything in between, but this year we’re seeing that innovation is happening in the form of invention.

While the Nike+ Fuelband was one of the first manifestations, we’re just starting to see the trend gain maturity — last year’s efforts like Optus “Clever Buoy” and Samsung “Safety Truck” paved the way by demonstrating the power of pure invention.

This year, work like Samsung “brainBAND,” If Insurance “Slow Down GPS” and DB Breweries “Brewtoleum” are leading the pack, proving that the alchemy of creativity and technology mean brands are now limited only by their imaginations.

 

How Many Impressions Make An Impression?

There’s no question that the role that news media plays in amplifying brand communications has taken prominence in recent years.

The number of ‘impressions’ an activation earned is included in nearly every case study at Cannes, and more brands are leveraging real news events to amplify their efforts.

As such, we’re seeing more blockbuster ideas — like Remy Cointreau Louis XIII Cognac #NotComingSoon, a film starring John Malkovich that’s not set to be released for 100 years — that depend wholly on the muscle of earned media to make their mark.

Conversely, we’re seeing more work like Netflix House of Cards “FU2016” that’s hijacking news events with greater scale, ambition and aplomb, and demonstrating that there’s no limit to the size of a conversation a brand can enter authentically.

Unicorns As Media

Madison Avenue is connecting with Silicon Valley in fresh ways, as emerging platforms become new creative canvases.

Expect to see more inventive collaborations between brands and tech disruptors, as agencies begin to leverage their potential.

The Art Institute of Chicago “Van Gogh BnB” is one example of how brands are finding new partners to execute ideas that wouldn’t have been possible just five years ago.

Make It Personal

With greater opportunities to tailor product and messaging for consumers, customization is a topic marketers are working to tackle across the board.

One manifestation of this is in customized content — not necessarily a new idea, but one that’s finally seeing its potential through work like the Beats by Dre “Straight Outta Compton” effort, which demonstrates that giving people the right tools to participate can turn them into your greatest evangelists.

Authentic Truth

REI’s “#OptOutside” demonstrates the power of a bold act from a brand embracing its true self and living its own truth.

This brave act tells you everything you need to know about who they are, why they exist and how they live their values 24/7.

It’s what America has an insatiable appetite for. After all, the truth isn’t the truth until people believe you.

The Art Of Storytelling By Animation

The Pixar-esque quality of the Spanish Lottery film “Justino” has captured the hearts of the industry, with its resounding success at all the major award shows to date. This exquisite moving animated film is one of a few gracing the big screen at Cannes this year.

ShottaSoCo” from Southern Comfort borrows from the art of Taiwanese animation to weave this phrase into the vernacular.

Paper” by Honda is stop-frame animation of the highest order, bringing to life thousands of hand drawn illustrations from various artists in a spectacular fashion.

And Harvey Nichols “Shoplifters” marries CCTV footage with highly original emoji-like “robber” animation to give the spot a unique and memorable vibe.

 

Latest News

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence
  • Advertising
  • Marketing

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence

Aussie Pooch Mobile recently took out the number one spot in the Marketing category of this year’s Topfranchise Awards organised by 10 Thousand Feet Research and online marketplace SEEK Business. B&T sat down with Aussie Pooch Mobile’s marketing manager, Tracy Sullivan, to chat about the strategy behind their success. Why have you focused on online […]

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move
  • Marketing
  • Media

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move

Independent research consultancy, Nature, has announced an interstate expansion with the establishment of a Sydney office in the New Year. The announcement comes off the back of the business being recognised as Research Agency of the Year at the B&T Awards in November. According to Nature’s founder and managing director, Chris Crook, the move is a natural […]

by B&T Magazine

B&T Magazine
Paper Moose & Skillsroad Tackle Youth Unemployment
  • Campaigns
  • Technology

Paper Moose & Skillsroad Tackle Youth Unemployment

The NSW Business Chamber’s Skillsroad initiative has teamed up with independent makers agency Paper Moose to create an immersive, multi-touchpoint virtual reality experience. The initiative is an  effort to raise young Australians’ awareness of apprenticeships and traineeships for various careers. The digital experience, funded by the NSW Government Department of Industry, brings viewers into the […]

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]

Headspace Australia Launches Instagram Campaign For Year 12 Students
  • Media

Headspace Australia Launches Instagram Campaign For Year 12 Students

Australian celebrities and creators are sharing their support for Year 12 students this week, in a new initiative from Instagram and headspace Australia. Launched today ahead of end-of-school exam results, #GramFam Australia features messages from ARIA winner Amy Shark, TV presenters including Lisa Wilkinson and Sandra Sully, comedian Peter Helliar, Home & Away star Olivia […]

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences
  • Media

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences

oOh!media’s audience reach has extended to well above 90 per cent of the Australian population with the integration of Adshel’s assets into the business, according to analysis of audience data. The audience reach data was announced as oOh! rebrands the Adshel assets to Commute by oOh!. Audience data from MOVE shows oOh!’s reach is unmatched […]

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer
  • Media

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer

The Australian Radio Network’s iHeartRadio Australia has teamed up with Surf Life Saving NSW (SLS NSW) for another year of ‘Surf Life Sounds’. The digital radio station features a mix of this summer’s hits, providing the official soundtrack to a safe summer at the beach while celebrating Australian beach culture. The Surf Life Sounds name […]

Sky News Bolsters Editorial Team With Two New Hires
  • Media

Sky News Bolsters Editorial Team With Two New Hires

Sky News today announced further expansion and investment in its editorial leadership team with the appointment of two new roles across its newsroom operations. Experienced television news director, Chris Willis has been appointed to the newly created leadership position of executive editor of news and talk. In this senior editorial role, Willis will have overall responsibility […]