Leo Burnett Worldwide has announced its 30th annual Cannes Predictions of the top 25 contenders.
The annual Leo Burnett Cannes Predictions has a track record of nearly 85% accuracy in forecasting campaigns likely to win a Lion. It is based on a year-long evaluation of brand work that reflects global trends fuelling the industry and was curated this year by Mark Tutssel, Leo Burnett Worldwide’s global chief creative officer and Publicis Communications’ creative chairman. Tutssel has served as a Cannes Lions jury president four times.
Tutssel commented, “The body of work in this collection reflects a new alchemy that’s pushing our industry forward. The ideas we can expect to see celebrated this year will be fueled by the collaborative power of creativity, intelligence and technology working together to drive transformational impact for brands.”
Full List of the Top 25 Cannes Contenders:
- Channel 4 Paralympics We’re The Superhumans, 4Creative (London, UK)
- Donate Life The World’s Biggest Asshole The Martin Agency (Richmond, USA)
- IKEA Cook This Page: The IKEA Parchment Recipe, Leo Burnett Toronto (Toronto, Canada)
- State Street Global Advisors Fearless Girl, McCann New York (New York, USA)
- H&M Come Together , adam&eveDDB (London, UK)
- Transport Accident Commission (Victoria) Meet Graham, Clemenger BBDO (Melbourne, Australia)
Samsung The Ostrich – Leo Burnett Chicago (Chicago, USA)
- Nike Nike Unlimited Stadium, BBH Singapore (Singapore, Singapore)
- Sandy Hook Promise Evan BBDO (New York, USA)
- Nike “Time is Precious” – Wieden + Kennedy (Portland, USA)
- Gatorade Serena Williams’ Match Point,TBWA\Chiat Day (Los Angeles, USA)
- Old Spice Smell ‘Em Who’s Boss – Wieden + Kennedy (Portland, USA)
- Geico Condensed Ads, The Martin Agency (Richmond, USA)
- Mexico Tourism Tequila Cloud Lapiz (Chicago, USA)
- Spanish Lottery December 21st, Leo Burnett (Madrid, Spain)
Coca-Cola The Line-up Song, FP7 (Cairo, Egypt)
Apple Stroll, TBWA/Media Arts Lab (Los Angeles, USA)
John Lewis Buster the Boxer, adam&eveDDB (London, UK)
Tourism Ireland Doors of Thrones, Publicis Worldwide (London, UK)
Sony Interactive Entertainment Gravity Cat, Hakuhodo Inc. (Tokyo, Japan)
- Amnesty International The Refugee Nation, Ogilvy & Mather (New York, USA)
- Kenzo My Mutant Brain, Framework (London, UK)
- Addict Aide, Like My Addiction, BETC (Paris, France)
- Samsung Pocket Patrol, Leo Burnett (Sydney, Australia)
- Burger King Burning Stores, David (Miami, USA)
Leo Burnett has identified six dominant trends, under the overaching theme of increased collaboration:
Sculpture: On International Women’s Day, a statue of a young girl made a defiant debut on behalf of State Street Global Advisors. Placed to stare down Wall Street’s iconic Charging Bull in New York City, the Fearless Girl became a clarion call for stronger female representation in the corporate boardroom.
The disfigured character called Graham delivered a serious message about road safety. Clemenger BBDO Melbourne’s Graham is the human we would have to be to survive a low impact car crash. The fully interactive sculpture was taken on tour to highlight human vulnerability from a new perspective.
Innovative Installations: In Singapore, Nike’s Unlimited Stadium was an immersive experience in the form of a 200-metre LED running track in Singapore that monitored runners’ times with RFID chips. Using this data, the track enabled runners to race against virtual versions of themselves or digital avatars that challenged them to go the extra mile.
To tempt weather-weary Germans to visit sunny Mexico, the Mexico Tourism Board invented “rain” worth celebrating. The Tequila Cloud delivered drops of tequila, as ultrasonic humidifiers vaporised the liquid into a cloud that condensed and actually rained. Synced to local weather data for its Berlin art gallery home, the cloud mirrored real showers in real time.
Storm Gertrude uprooted a beech tree in Northern Ireland where Game of Thrones was filmed. That inspired Tourism Ireland to transform the wood from the fallen tree into ten doors that were hand-crafted to depict storylines from each episode of the show’s sixth season. Doors of Thrones were installed in locations across the country for GoT enthusiasts.
Social Worth Your Time: Gatorade’s Serena Williams Match Point made use of the tennis star’s Grand Slam record run to hold the attention of people on a platform known for users with incredibly short attention spans – Snapchat. This multilevel game recreated Williams’ singles titles in 8-bit detail. It was a first for Snapchat, and users spent more than three minutes with the game.
Louise Delage’s picture-perfect lifestyle inspired major FOMO. Easily missed by her thousands of followers were the drinks that were always in the frame. Several weeks, Like My Addiction, lifted the veil from Louise’s social media presence for Addict Aide. That got people talking about addiction and its ability to hide.
Cover Songs That Soar: In The Line-Up Song, Coca-Cola modernised a nursery rhyme to help Egyptians learn the names of players on its national soccer team just ahead of the African Cup of Nations.
Sammy Davis Jr.’s Yes I Can got an empowering update in We’re the Superhumans for Channel 4 Paralympics. More than 140 disabled individuals performed incredible feats in this year’s anthem of ability, performed by The Superhuman Band, a 16-member ensemble of musicians with disabilities. The film was released in conjunction with the 2017 Paralympic Games.
Gravity Defied: In Film and Film Craft, some of this year’s favoerites challenged physics.
In the bizarre, Gravity Cat for Sony Interactive – Gravity Daze 2, a Japanese student labouring over her thesis is surprised when her world flips upside-down, possibly caused by a mysterious feline.
In Stroll, for Apple iPhone 7, Memphis Jookin star, Lil Buck, struts down a city sidewalk – sideways – when he pops in his AirPods.
A flightless bird encounters a virtual reality headset, which sparks her dream of flying in The Ostrich for Samsung. The bird be held back by limitations. She trains and tries until she takes flight to Elton John’s Rocket Man.