Leo Burnett’s 27th annual Cannes Predictions

Leo Burnett’s 27th annual Cannes Predictions
SHARE
THIS



Leo Burnett Worldwide’s annual Cannes predictions are here and the list of the top 25 contenders is Aussie-free.

The list, which is curated by Leo Burnett’s chief creative officer Mark Tutssel, is dominated by work from the USA, UK and Europe.

With more than 84% accuracy does the 27th annual Cannes Predictions list spell a quieter year for Australia in Cannes?

“We sifted and sieved through hundreds of the most brilliant pieces of work from every cranny of the world, spanning Lions award categories,” Tutssel said. “This year’s work is full of humanity, imagination and pure creativity, and remarkable for finding fresh and innovative ways to connect emotionally with people.”

Cannes Predictions – Top 25 Contenders

  1. Guinness “Sapeurs” by AMV BBDO / London, UK
  2. Not Impossible Labs + Intel “Project Daniel: 3D Printing Prosthetic Arms” The Ebeling Group / Not Impossible Labs / Venables Bell & Partners / Venice, USA
  3. Skype “The Born Friends Family Portrait” Pereira & O’Dell / San Francisco, USA
  4. British Airways “The Magic of Flying” OgilvyOne / London, UK
  5. New Zealand Transport Agency “Blazed” Clemenger BBDO / Wellington, New Zealand
  6. Colombian Ministry of Defense “You Are My Son” Lowe SSP3 / Bogota, Colombia
  7. Harvey Nichols “Sorry I Spent It On Myself” Adam&EveDDB / London, UK
  8. Mimi Foundation “If Only For A Second” Leo Burnett / Paris, France
  9. Volkswagen – Side Assist “Living Room” / “Bathroom” / “Bedroom” AlmapBBDO / Sao Paulo, Brasil
  10. Terre des Hommes “Sweetie” Lemz / Amsterdam, Netherlands
  11. HBO GO “Awkward Family Viewing” SS+K / New York City, USA
  12. P&G – Old Spice “Smellcome to Manhood” Wieden + Kennedy / Portland, USA
  13. Chipotle “The Scarecrow” Creative Artists Agency + Moonbot Studios / Los Angeles, USA
  14. Google + Warner Brothers “A Journey Through Middle Earth” North Kingdom / Skellefteå, Sweden
  15. Inakadate Village “Rice-Code” Hakuhodo / Tokyo, Japan
  16. Brazilian Association of Organ Transplantation “Bentley Burial” Leo Burnett Tailor Made / Sao Paulo, Brazil
  17. 350 Action “Climate Name Change” Barton F. Graf 9000 / New York City, USA
  18. Honda “Hands” Wieden + Kennedy / London, UK
  19. Samsung “Maestro’s Academy – Smart Bike” Leo Burnett / Milan, Italy
  20. Honda – Internavi “Sound of Honda / Ayrton Senna 1989” Dentsu / Tokyo, Japan
  21. Nike “The Nike SB App” R/GA / New York City, USA
  22. Adidas “D Rose Jump Store” TBWA / London, UK
  23. Southern Comfort “Karate” Wieden + Kennedy / New York, USA
  24. Newcastle Brown Ale “If We Made It” Droga5 / New York City, USA
  25. Volvo Trucks “Live Test Series: The Epic Split” Forsman & Bodenfors, Sweden

“Our annual Cannes Predictions offer not only Leo Burnett Worldwide’s take on the leading creative work likely to earn Lion trophies, but a magnified view of the bravest ideas and boldest thinking that jolts our craft boldly forward,” said Tutssel who will present ‘Why Borderless Creativity is the Future of Communications’ master class at Cannes.

He has also picked out five trends he believes are influencing the creative business today:

Cannes Predictions – Trends

“Epic” Take on a Classic Ad Format: In our industry’s rush to the future, it’s important not to forget the potency of the past. At the core of one of this year’s most buzzed-about contenders is a simple, time-tested format: the product demo.

Swedish shop Forsman & Bodenfors took a classic approach, and combined the “Muscles from Brussels” with a spellbinding new age ballad to create a viral sensation. “Epic Split” (#25) is the lynchpin of Volvo Trucks’ “Live Test Series,” a set of short demos poised to win a truckload of metal.

The campaign has the momentum of numerous wins this spring, including a recent Black Pencil at D&AD.

Technology with Purpose: Branded Technology will make its debut in the Cyber Lion category this year, a move that comes as more marketers are using the power of creativity coupled with technology to solve problems, extend existing campaigns and, most importantly, deliver brand purpose.

This year’s Predictions recommend keeping an eye on technologies that offer utility like Nike’s “Nike SB App” (#21), which was conceived to help skateboarders record and document their progress.

After its introduction last year, expect to see even more buzz around the Cannes Innovation Lion. Among the recently announced Innovation shortlist contenders is Samsung’s “Maestro’s Academy — Smart Bike” (#19) from Leo Burnett Milan, a next-generation bicycle developed in concert with Samsung technology to make cycling safer. The campaign represents just one of the many ways brands are using technology to improve people’s lives… and in this case, save them.

Don’t Think, Feel: We’re seeing more brands building emotional relationships with people by creating experiential moments of feeling.

Fresh from winning seven Pencils at D&AD, look out for Honda’s “Sound of Honda / Ayrton Senna 1989,” (#20) which used groundbreaking technology to immerse F1 fans in a stunning aural re-creation of the racer’s legendary lap.

https://www.youtube.com/watch?v=oeO2q8FzcnM

Mimi Foundation’s poignant “If Only For A Second” (#8) captured beautifully a rare moment of “carefreeness” in the lives of cancer patients, and turned it into a highly engaging, sharable film.

And the “D Rose Jump Store” for Adidas (#22) literally took the pop-up shop to new heights, as amateur hoopsters were given the opportunity to experience the feeling of leaping like NBA superstar Derrick Rose.

https://www.youtube.com/watch?v=iXJEcPQQ0SU

Across all channels, the cream of this year’s crop strikes a visceral chord with its audience.

Long-Form and Documentary Style Content: It might seem counterintuitive in a world where bite-size media and brevity reign supreme, but more brands are embracing the craft of long-form and documentary style content.

Major advertisers like Guinness are pioneering this category with work like “Sapeurs” (#1), a fascinating glimpse into a unique subculture of well-dressed men that’s from AMV BBDO London.

Last year, San Francisco agency Pereira & O’Dell bagged three Grand Prix for the “The Beauty Inside,” a six-episode effort for Toshiba and Intel that was among the longest ever entered to Cannes. This year, look out for their “Born Friends Family Project” (#3) for Skype, which tells the compelling true stories behind real people using Skype to stay connected.

Of course, as film lengths get longer, directorial skills become ever more essential. To that end, “Blazed” (#5) is a masterpiece. The NZ Transport Agency tapped Oscar-nominated Moari director Taika Waititi to helm this unusual anti-drug driving message. Waititi extracted remarkable performances from a remarkable cast, and the result is a highly engaging film that passes the true test of any film, long or short: rewatchability.

Social Potency: Following a string of major wins including multiple Grand Prix at international shows, and a Gold at the Facebook Studio Awards, ABTO “Bentley Burial” (#16) is a classic example of the power of a brilliant idea coupled with the reach of social media. Six simple posts on Facebook from an eccentric Brazilian billionaire captured the attention of a nation and ignited a provocative conversation about organ donation that reached 172 million, and boosted donations more than 30 percent. Like other strong contenders in this space, the ABTO effort harnessed the sheer potency of social platforms, but at its heart was a compelling story.”

Please login with linkedin to comment

Adobe Swithced on Media

Latest News

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
HooZu Appoints Rebecca Evans As Client Services Director
  • Marketing

HooZu Appoints Rebecca Evans As Client Services Director

Influencer marketing agency HooZu has announced the appointment of Rebecca Evans to the position of client services director. Evans brings diverse professional experience to the HooZu team, having worked across some of the world’s most disruptive sharing economy businesses, including Deliveroo and Uber. Formerly a business account manager at Deliveroo, Evans played a crucial role […]

Bauer Media Brands Unite Against Tampon Tax with ‘No Gender Selective Tax’ Campaign
  • Advertising
  • Campaigns
  • Media

Bauer Media Brands Unite Against Tampon Tax with ‘No Gender Selective Tax’ Campaign

Publishing player Bauer Media has announced the launch of its ‘No Gender Selective Tax campaign – a push to end what is essentially a tax on being a woman. The No Gender Selective Tax campaign is a major cross-brand initiative to remove the Goods and Services Tax (GST) from the price of tampons, pads and […]

Fairfax Announces New Partnership With Taronga Zoo, Launches ‘Wrong Skin’ Podcast
  • Media

Fairfax Announces New Partnership With Taronga Zoo, Launches ‘Wrong Skin’ Podcast

Publishing giant Fairfax Media has announced a new and exclusive partnership with Taronga Zoo, along with a new podcast series. Fairfax will bolster support for both Taronga Zoo and Western Plains Zoo via its The Sydney Morning Herald and The Sun Herald, as well as through its suburban and regional networks. The new partnership builds […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]

Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign
  • Advertising
  • Campaigns
  • Marketing

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign

Targus Australia New Zealand has today unveiled its first-ever out-of-home media campaign to show off the brand’s fresh look and reinvigorated proposition. Showcasing how Targus connects people and technology, the campaign has been developed by the local arm of international independent brand design agency SomeOne, alongside a media strategy developed in collaboration with Sydney-based agency […]

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth
  • Advertising
  • Campaigns

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth

Last year, Bedshed commissioned a nationwide survey asking people right across the country what they get up to in the privacy of their bedrooms. It then gathered all the personal revelations together into a report, and now they’re sharing those details with everyone in Australia. The Bedroom Report reveals everything from our favourite sleeping positions […]

MediaMath Secures $US225 Million In New Funding
  • Advertising
  • Technology

MediaMath Secures $US225 Million In New Funding

Programmatic advertising player MediaMath has announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing. The company is unveiling a range of investments in technology, people and relationships, as well as US$225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that […]

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing
  • Marketing

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing

Co-working space company Christie Spaces has announced the appointment of The Wired Agency as its new digital marketing agency in Australia. Tasked with maximising campaign performance through their trademarked hyper-segmentation and hyper-optimisation techniques, The Wired Agency will be leading search advertising, display advertising, and SEO for Christie Spaces. The company exists to provide a space […]

Realestate.com.au & Mazda Unveil Property Construction Video Series
  • Marketing
  • Media

Realestate.com.au & Mazda Unveil Property Construction Video Series

Property website realestate.com.au has launched a video series showcasing the trials and tribulations of an epic demolition and transformation by interior stylist and well-known Instagrammer Catherine Hegarty. The Heraghty family bulldozed their quaint weatherboard in Sydney to make way for a duplex, which will be the focus of the 2 in Twelve series, which you […]

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven
  • Campaigns
  • Marketing

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven

Eleven has worked with alcohol delivery service Jimmy Brings and Spotify to launch three limited edition wines that marry perfectly with music. The Songmelier Edition range features an Australian sparkling, sauvignon blanc and reserve shiraz, each paired with a Spotify playlist accessible via a code on the label. Wine lovers can simply scan the code […]

IPG’s 303 MullenLowe Appoints WA Creative Duo
  • Advertising

IPG’s 303 MullenLowe Appoints WA Creative Duo

Interpublic Group’s 303 MullenLowe has announced the appointment of Western Australian creatives Melita Masters and Bianca Galan-Dwyer to its team. Masters (pictured above, left) and Galan-Dwyer (pictured above, right) joined forces in 2016 at The Brand Agency, quickly establishing themselves as a first-rate creative duo with their multi-award-winning campaign ‘Let’s Thursday Like We Friday’ for the […]

Top Marketers Join Forces To Explore Best Practice
  • Marketing

Top Marketers Join Forces To Explore Best Practice

Some of Sydney’s top senior marketers have banded together to form a council that aims to develop best practice around launch marketing. The Launch Marketing Council (LMC) is an initiative by global independent launch agency Five by Five and will meet twice a year to share experiences around various launch marketing topics. The panel is […]

My Top Takeaways From Programmatic Week
  • Advertising
  • Marketing
  • Opinion

My Top Takeaways From Programmatic Week

In this guest post, Amnet MD Indy Khabra (pictured above) shares his top takeouts from Programmatic Week – a week dedicated to educating Dentsu Aegis Network staff on the very latest innovation and changes to the industry. The speed of technological disruption is accelerating. Keeping on top of the latest developments is challenging – even […]

Opinion

by B&T Magazine

B&T Magazine