Leo Burnett Forecasts Cannes Lion Winners Based On Six Key Trends

Leo Burnett Forecasts Cannes Lion Winners Based On Six Key Trends
SHARE
THIS



Ad agency Leo Burnett has once again had a look into its crystal ball to see what’s going to happen at Cannes this year. Here are some of the agency’s predictions.

Leo Burnett Worldwide’s chief creative officer Mark Tutssel curated the list to encompass the most forward thinking, compelling creative work across channels and regions. From Ubisoft – Assassin’s Creed “Unity – Cinema Trailer” to Guinness Africa “#MadeofBlack” to Smart “The Dancing Traffic Light,” this year’s predictions include some of this year’s most powerful ideas.

“The depth and breadth of innovative thinking this year is astonishing,” said Mark Tutssel, chief creative officer of Leo Burnett Worldwide. “This is work that draws upon a convergence of media, technology, self-expression and creativity to deliver remarkable brand ideas that have transformational impact.”

The yearlong research to curate the Predictions helped uncover emerging trends in the industry.

“The thread that binds this collection is that human purpose sits at the heart of each of these brilliant pieces of work,” said Tutssel. “Whether it’s P&G Always launching a cultural movement or Nike designing an immersive experience, ideas that create real value, fuel our imagination and ignite change in human behaviour will prevail in Cannes.”

Leo Burnett discovered the following six trends that are influencing creative campaigns today:

Brands are making the world a safer place.

This year, the Festival expands its Lions Innovation module, a two-day breakout to explore the connection between “technology, data and ideas,” a growing and fertile territory for marketers. More than ever, brands are seizing the opportunity to couple creativity and cutting edge tech to serve a higher human purpose, and this year that’s manifested in efforts that make the world a safer place.

Samsung is always looking to enrich people’s lives through innovative technologies. With “Safety Truck” they went even further. A wireless camera built into the front of the truck transmits a view of the road to a video wall of four monitors at the rear of the vehicle, helping drivers behind the truck see what hazards may lay ahead. Creativity coupled with technological ingenuity that will change the way people drive, making highways safer and ultimately saving lives.

The Hammerhead, a product developed by R/GA New York, tackles a different type of road safety. This intelligent navigational device fits onto handlebars and provides guidance that lets bicyclists keep their attention on the road.

In Australia, telecom Optus designed nautical buoys that use sonar signals to protect the shores from life-threatening sharks without endangering them.

Screens on steroids.

The proliferation of screens in our daily environment has not only demanded more content from marketers, but it’s also challenged them to develop inventive new ways to connect with audiences. Some of our favourite work this year incorporates levels of interactivity that signal the screens of the future might be more two-way than one.

The Other Side” for the Honda Civic Type R transformed the passive activity of watching a YouTube video into a brilliantly simple but deeply engaging experience. Viewers discover while watching the interactive film that pressing the R key reveals a hidden narrative beneath the surface. Executed with utter precision, this campaign from Wieden + Kennedy London, deftly conveys the dual personalities of the car.

For its “Rise” activation, Nike transformed a basketball court in China into an LED interactive experience that guided players through drills that helped them learn Kobe Bryant’s game. The “House of Mamba” incorporated artificial intelligence and reactive sensors, enabling the court to transform into various training scenarios that left even Kobe dazzled.

Superhumans made human.

Hot on the heels of Messi and Kobe being crowned YouTube champions of the last decade, expect to see even more sporting legends playing hard to win in the South of France.

Athletes have long been called in as “hired guns,” but there’s something much richer happening beneath the surface this year. Sportsmen are portrayed not as untouchable superstars, but rather human beings with the same feelings, fears and motivations as the rest of us.

The Game Before The Game” for Beats by Dre opens on Brazilian football captain Neymar as he listens to the motivational words of his father before stepping onto the world stage. He’s nervous and even questioning himself before the big match, but this revealing moment of vulnerability makes him even more authentic and relatable.

The U.N. World Food Programme’s “805 Million Names” leveraged the fame of Zlatan Ibrahimovic in a way that put the striker’s warmth and compassion on full display. After scoring a goal in a highly publicized game, he stripped off his shirt to reveal beautifully tattooed names of some of the millions of children who are dying from hunger each and every day. Using his body as a creative canvas was a bold and personal gesture that resulted in astounding earned media coverage.

Reestablished: Lebron James,” also for Beats by Dre, follows the Chosen One as he returns to where it all began. His journey home is presented as a humble and deeply human story.

And even Derek Jeter becomes approachable in “Made In New York” for Gatorade. The touching farewell strikes a visceral chord as it celebrates the deep-rooted, emotional, and human connection that the Yankee developed with his New York City fans.

Stories, not storytelling.

This year we saw a raft of fascinating stories, beautifully told. Stories that intrigue, captivate and charm, are also the stories that people love, tell and share. For as much as we talk about telling, it’s easy to forget that what matters is what’s being told.

Last Christmas the British public was charmed by “Monty the Penguin,” an emotional story of love and magic told through a child’s eyes. This beautiful film for John Lewis captured the imagination of the nation, and the integration of the idea is a best-in-class study in amplification and activation.

100” for Leica is a stunning tribute to photography, and the pivotal role that the iconic camera has played throughout its 100 years. This beautifully filmed and compelling narrative rewards multiple viewings.

The craft behind Du’s “Two For One Tickets” campaign from Dubai has been the talk of the production world all year. Channeling directorial greats like Stone, Scott and Tarantino, the series offer a master class in the art of filmmaking. After capturing a Black Pencil for Direction at D&AD, “Too Insulting,” “Too Distressing” and “Too Informative” promise a strong showing in the Film Craft category.

Shattering stereotypes.

Another change coming to Cannes this year is the introduction of the Glass Lion, an acknowledgement of the power that marketing has to positively shape culture, and an honor intended to recognize “work that implicitly or explicitly addresses issues of gender inequality or prejudice.”

One idea has rewritten the rules in 2015. Always ignited a cultural movement and showed that doing something #LikeAGirl isn’t an insult. It has captured the attention of the world and is one of the most talked about and celebrated ideas in our industry. A powerful idea that strives to boost self-confidence in girls everywhere. A groundbreaking idea that challenges gender bias and shatters stereotypical images of women.

Jurors will have some compelling contenders to consider: Under Armour enlisted supermodel Gisele Bundchen to help bring to life its powerful “I Will What I Want” campaign. The film depicts Bundchen immersed in a workout, while real-time social media commentary from supporters and detractors is projected on the walls of the room. She remains focused, willing what she wants amongst the noise of contradicting opinions.

Lightning in a bottle bucket.

Finally, in the summer of 2014, a small online social behavior became a global phenomenon. The simple act of pouring a bucket of ice water one one’s head — and challenging friends and family to do the same — grew into one of the biggest movements the internet has ever seen.

The ALS “Ice Bucket Challenge” had no media budget, but the sheer power of the idea compelled the creation of more than 17 million videos that were viewed more than 70 billion times. More people participated than the Super Bowl and Oscars, combined, and the effort raised a staggering $220 million for ALS research.

Each year, there’s work that makes its debut in the Palais, which is what makes Cannes the most exciting festival of creativity in the world. And whether it’s officially in the hunt or not, we’d be delighted if this mighty idea collects a Grand Prix for Good.

Leo Burnett curated the Cannes Predictions by perusing hundreds of campaigns, dissecting global and local award show results and listening to dialogue happening across the industry.

Latest News

Digital Breadcrumbs: Picking Up The pieces your competitors leave online
  • Opinion

Digital Breadcrumbs: Picking Up The pieces your competitors leave online

In this guest column, Meltwater’s area director, David Hickey (pictured below), says a quick glance at the mountains of data your competitors are producing can fast prove a boon for your business too… It’s time for businesses to start paying attention and embrace the new digital reality we’re living in. We are currently in the […]

Opinion

by David Hickey

David Hickey
“The Rock” Leads a Flotilla Of Athletes In Huge Under Armour Campaign
  • Campaigns

“The Rock” Leads a Flotilla Of Athletes In Huge Under Armour Campaign

US sportswear giant Under Armour has enlisted Dwayne “The Rock” Johnson to front a series of inspirational new ads featuring a host of sport stars and fitness icons. Created by Droga 5 the campaign is called “Will finds a way” and includes eight ads in all. Johnson aside, the spots include actress and martial arts star, Zoe Zhang. Fellow […]

by B&T Magazine

B&T Magazine
Facebook founder and CEO Mark Zuckerberg arrives to testify during a Senate Commerce, Science and Transportation Committee and Senate Judiciary Committee joint hearing about Facebook on Capitol Hill in Washington, DC, April 10, 2018. / AFP PHOTO / SAUL LOEB        (Photo credit should read SAUL LOEB/AFP/Getty Images)
  • Media

Free TV Calls For ACCC Oversight Of Facebook & Google

In a submission lodged with the ACCC inquiry into digital platforms, industry body Free TV today called for greater regulatory oversight of Facebook and Google. The FreeTV submission identifies a number of key areas of concern: Heavy regulation on traditional media providers and almost none on Facebook and Google Questionable claims about the reach, viewability, […]

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]

Women In Media Profile: Olivia Warren
  • Media

Women In Media Profile: Olivia Warren

It's the latest in our Women In Media profiles, and this one is so good you'll possibly get a nervous twitch somewhere.

by B&T Magazine

B&T Magazine
LIDA Delivers Series Of Animated Info Bites For Busy Marketers
  • Marketing
  • Media

LIDA Delivers Series Of Animated Info Bites For Busy Marketers

M&C Saatchi Group’s customer engagement specialist agency, LIDA, has crafted an initial eight-episode series of bite-sized animated videos designed to help busy marketers stay ahead of the game. ‘60 Second Gets’ draws on LIDA’s wealth of experience to unpack the latest industry tools, tech and thinking. Launching today, the first video, ‘Success in 6 Seconds’, […]

Naked And Gidget Foundation Want Australians To Start Talking
  • Campaigns

Naked And Gidget Foundation Want Australians To Start Talking

Today Naked launches its ‘Start Talking’ campaign for Gidget Foundation Australia; a not-for-profit that provides support for families who are affected by perinatal depression and anxiety (PNDA). The centrepiece of the campaign is a powerful TVC that brings to life this common, but often hidden illness, and shows how Gidget Foundation’s ‘Start Talking’ telehealth program […]

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums
  • Marketing
  • Technology

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums

For the first time ever, AFL spectators will be able to view real-time Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of Telstra, Champion Data and MKTG. By integrating the Telstra Tracker data into the LED signage at the MCG and Etihad Stadium, fans will receive contextually relevant information from […]

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering
  • Marketing

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering

Scentre Group has unveiled a new brand look and feel coinciding with the re-launch of the Westfield.com.au and Westfield.co.nz sites. This digital-first visual identity sees a shift towards creating a more contemporary, invigorated and colourful brand, reflective of Westfield’s in-centre experience. The iconic Westfield logo will continue to lead brand communications, supported with a new […]

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year
  • Marketing
  • Opinion

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year

In this guest post, Keep Left’s head of consumer engagement, Johanna Murray (pictured below), explains the merits of experiential marketing, as well as sharing some tips on how to do it – and do it well. Humans love to label things – especially intangible things, like time. We like eras and ages and eons because they […]

Opinion

by B&T Magazine

B&T Magazine
The Top Social Media Marketing Trends For 2018
  • Advertising
  • Marketing
  • Technology

The Top Social Media Marketing Trends For 2018

This trends report is a must-read for all marketers, although it contains no news on the return of the bubble perm.

by B&T Magazine

B&T Magazine
How To Give And Take Feedback At Work
  • Opinion

How To Give And Take Feedback At Work

Georgia Murch (pictured below) is an expert in creating feedback cultures and author of Feedback Flow; The Ultimate Illustrated Guide to Embed Change in 90 Days. In this guest post, Murch offers her tips on giving (and receiving) feedback from colleagues without botching it up… We all know that feedback matters.  Most of us want the good, the bad and the […]

Opinion

by B&T Magazine

B&T Magazine
Dentsu X Expands Operations To Sydney
  • Advertising
  • Media

Dentsu X Expands Operations To Sydney

Have you completely forgotten what Sydney looks like? Well, thankfully this story comes with a handy pictorial reminder.

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV
  • Media

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV

SBS Radio has announced two new digital radio stations – SBS PopAsia, SBS PopDesi and a refresh of SBS Radio 3 – is now available on digital TV. SBS Radio 3 will broadcast world news and current affairs from the BBC World Service (previously airing on SBS Radio 4 on digital radio) and special events […]

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive
  • Campaigns
  • Marketing

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive

For its first Australian campaign, Champion has partnered with creative and content agency Emotive to launch a music program titled ‘Revealed’. The program champions emerging Australian artists by intimately telling their story through video, and providing funding and creative support to create world class music videos for new release music. The first Revealed artist is […]

Delacon Launches Call Analytics In India
  • Marketing

Delacon Launches Call Analytics In India

Australian-owned call analytics provider Delacon has continued its international expansion, opening an innovation centre in India to service local and global partners, and develop the next generation of call tracking and analytics solutions. The office in Chennai is the eighth for the Sydney-headquartered business, which enables brands and agencies to optimise marketing campaigns by accurately […]

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It
  • Marketing

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It

Sydney brand and digital agency Protein has been appointed to handle the retail and digital roll-out of recycling company Return-It, which has just been announced as the container collection network for the ACT. Return-It awarded the work to the 17-year strong agency, following Protein’s tender support and brand development of the retail concept. The public-facing […]

Why We Need To Talk More About Failure
  • Opinion

Why We Need To Talk More About Failure

This is an excellent article about celebrating failure. Although, admittedly, we failed to get to the very end of it.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Kimmie Neidhardt
  • Media

Women In Media Profile: Kimmie Neidhardt

Kimmie Neidhardt doesn't just have a very cool name, as you'll read here. There's a good head on those shoulders, too.

by B&T Magazine

B&T Magazine
SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney
  • Advertising
  • Media

SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney

Southern Cross Austereo (SCA) has announced the promotion of Nathan Soulsby to head of TV sales for Sydney. The announcement comes after Kristen Budd’s move to general manager of SCA’s Central Coast office. Caretaking the role during Budd’s maternity leave, Soulsby has been a key contributor to the consistent share and revenue growth that has […]

Columbus, A Merkle Company Announces Client Wins & Senior Appointments
  • Marketing

Columbus, A Merkle Company Announces Client Wins & Senior Appointments

Following the launch of Merkle in the Australian market in March, Columbus, a Merkle Company has secured nine new clients in three months, including Macquarie University, Event Hospitality & Entertainment Limited and Hipages. Columbus has also appointed two group business directors in the Victorian market, with Leonie Dawkins (pictured above, left) and Guy McGechan (pictured […]

Black woman in handcuffs
  • Media

Adland Industry Leaders To Be Locked Up In Prison To Help Aussie Youth

Over sixty senior leaders from the media, marketing, tech and creative industry will spend the night in jail as part of UnLtd’s Adland Bail Out, to raise funds for Whitelion. The ‘inmates’ will be handing over their mobile phones and putting on their prison overalls to brave a night in the chilling cells of Yasmar […]

JCDecaux Partners With Seedooh To Verify OOH Campaigns
  • Advertising
  • Media

JCDecaux Partners With Seedooh To Verify OOH Campaigns

Global out-of-home (OOH) advertising giant JCDecaux has announced a partnership with independent tech platform Seedooh to offer advertisers greater transparency for campaigns. Under the agreement, Seedooh’s reporting and verification platform will be integrated into JCDecaux’s system to create an independent campaign delivery reporting function that works seamlessly within the end-to-end campaign delivery processes. It will […]

Innovation: The Foundation Of Marketing & Sales Collaboration
  • Marketing
  • Opinion

Innovation: The Foundation Of Marketing & Sales Collaboration

In this opinion piece, Seismic’s managing director for Australia and New Zealand, Andy Pattinson (pictured below), explains how marketers can work smarter and why collaboration is vital in delivering return on investment. Demand for marketing roles is growing, as marketers continue to learn more about what customers want. The marketing agenda is increasingly being tied in […]

Opinion

by B&T Magazine

B&T Magazine
Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push
  • Marketing

Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push

Aussie food franchise Roll’d has announced it has signed on Melbourne digital marketing agency Impress!ve Digital to support its digital marketing. The partnership has already begun, with Impress!ve Digital aiming to significantly boost the company’s revenue through digital marketing strategies that are directly linked to return on investment and franchise acquisition. Impress!ve Digital has been […]

Yippee! More Photos from the 30 Under 30 Awards!
  • Advertising
  • Marketing
  • Media
  • Technology

Yippee! More Photos from the 30 Under 30 Awards!

If you think B&T simply runs these photo gallery stories so you can gawk at young, attractive people, you'd be right.

by B&T Magazine

B&T Magazine