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.
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.
According to a new study by Gemini, the meteoric rise and subsequent volatility of Bitcoin has many Aussies considering whether digital assets have a place in an investment portfolio, often comparing cryptocurrencies against more traditional asset classes, such as property. Now, as concerns grow over inflation and the economic slump – motivating many investors to look […]
Facebook has officially released the campaign for the succinctly named Ray-Ban Stories: First-Generation Smart Glasses. The Ray-Ban Stories are, according to Facebook’s official release, “smart glasses that give you a new way to capture photos and video, share your adventures and listen to music or take phone calls.” They are the product of a collab […]
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]
Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]