Leo Burnett releases annual Cannes Predictions
For 26 years, Leo Burnett Worldwide has released an annual Cannes Predictions showreel a few weeks before the Cannes Lions International Advertising Festival. Here is this years…
In its 26th year, Cannes Predictions is an annual bellwether for success at the Cannes Lions International Advertising Festival. Curated by Leo Burnett’s global chief creative officer, Mark Tutssel, Cannes Predictions is known for its astounding accuracy.
This year, Leo Burnett Worldwide has identified 35 top contenders and four additional ones within Branded Content. After taking a close look at the top contenders, the network has identified the following trends – Always On, Cultural Fluidity, Earned Media and the Art and Craft of Music.
Cannes Predictions 2013
1. Nike
“Jogger”
USA
W + K / Portland
2. Channel 4 – Paralympics
“Meet the Superhumans”
UK
4Creative / London
3. Old Spice
“Muscle Music”
USA
W+K / Portland
4. Coca-Cola
“Small World Machines”
Australia
Leo Burnett / Sydney
5. Red Bull
“Red Bull Stratos”
Austria
Riedel Communications
6. Paddy Power
“Sky Tweets”
USA
CP+B & Curb Media Ltd
7. UTEC
“Portable Water Generator”
Colombia
Mayo Draft FCB / Lima
8. Water Is Life
“Hashtag Killer”
USA
DDB / New York
9. E.On
“Larger Energy”
Sweden
Forsman & Bodenfors
10. JFK Presidential Library
“Clouds Over Cuba”
USA
Martin Agency
11. Le Trefle
“Emma”
France
Leo Burnett / Paris
12. Kayak
“Roommates”
USA
Barton Graf 9000 / New York
13. Robinson’s
“Pals”
UK
BBH / London
14. Southern Comfort
“Whatever’s Comfortable – Beach”
USA
Wieden + Kennedy / New York
15. BGH Air Conditioners
“Summer Hater”
Argentina
Del Campo Nazca Saatchi & Saatchi / Buenos Aires
16. Chrysler – Jeep
“GPS to Get Lost”
Argentina
Leo Burnett / Buenos Aires
17. MINI New Zealand – SPCA
“Driving Dogs”
New Zealand
Draft FCB / New Zealand
18. Carlton Draught
“Beer Chase”
Australia
Clemenger BBDO / Melbourne
19. DirecTV
“Dinner Party” / “Pizzeria”
USA
Grey / New York
20. Prime TV
“Secret Life of A Call Girl”
New Zealand
DraftFCB New Zealand
21. Ragu
“A Long Day of Childhood”
USA
Barton Graf 9000 / New York
22. Laika Studios
“Paranorman”
USA
W+K / Portland
23. Leica – M-Monochrom
“Soul”
Brazil
F/Nazca Saatchi & Saatchi / Brazil
24. St John Ambulance
“Helpless”
UK
BBH / London
25. ESPN
“Team Spirit”
USA
Wieden + Kennedy / Portland
26. Vitoria
“My Blood is Red & Black”
Brasil
Leo Burnett Tailor Made / Sao Paulo
27. IKEA
“Catalogue”
USA
McCann Erickson / New York
28. Aldi – Mamia Nappies
“Ready When You’re Not”
Australia
BMF / Sydney
29. Oreo
“Oreo Daily Twist”
USA
DraftFCB / NY
30. Old Spice
“Dikembe Mutombo’s 4 ½ weeks to Save the World”
USA
Wieden + Kennedy / Portland
31. Evian
“Baby & Me”
France
BETC / Paris
32. Dove
“Real Beauty Sketches”
Brasil
Ogilvy & Mather / Sao Paulo
33. Intel
“The Beauty Inside”
USA
Pereira & O’Dell / San Francisco
34. Unilever – Axe
“Susan Glenn”
USA
BBH / New York
35. Metro Trains
“Dumb Ways to Die”
Australia
McCann / Melbourne
Branded Content Reel
1. Shout Out Louds
“The Ice Record Project”
Sweden
TBWA / Stockholm
2. Hyundai
“Vision Hall”
UK
Universal Everything
3. Frucor Beverages – V Energy Drink
“V Motion”
New Zealand
Colenso BBDO / Auckland
4. DC Shoes
“DC Shoes: Ken Block’s Gymkhana 5”
USA
DC Shoes /
Los Angeles
9 Comments
4. Coca-Cola
“Small World Machines”
Australia
Leo Burnett / Sydney
Hasn’t it been established that this is a rip-off of what coke did last year?
At least that’s one blogger is saying on ‘THE’ other site.
Sorry Mardy, I know you are a hater but I don’t remember coke ever uniting two warring nations before this. I also can’t place when Coke created world first tech that allowed people to see eye to eye and touch through a live porthole.
Coke hasn’t “united” anything, let along warring nations.
India and Pakistan still hate each other – no matter how much sugary goodness they consume – while the ad industry shows the depth to which we will plunge in the quest for awards.
Unoriginal and exploitative.
Thanks Leo’s, but I’d rather listen to a network that’s won a decent award at Cannes in the last… oh, i dunno 3 years.
“uniting 2 warring nations” – advertising wank at it’s finest.
Interesting article on Coca-Cola
http://thevine.com.au/life/news/coca-cola-and-world-peace-not-quite-the-real-thing/
and if you can’t be assed clicking thru
What actually happened is this: Last year, Coca-Cola issued a global brief to the Leo Burnett advertising agency “to create new, openhearted ways for people to come together while highlighting the power of happiness”. Happiness™, you might have noticed, is kinda Coke’s thing.
According to the Chief Creative Officer on the project team, Andy DiLallo, “we wanted to do something that would bring to life the brand’s belief in a real and tangible way”.
So, you decided to focus on helping unite India and Pakistan?
Not quite. First they came up with the idea to custom-build two high-tech vending machines, fully equipped with live cameras and interactive displays – a “unique portal” enabling the mutual doodling of “peace, love and happiness symbols” and simultaneous dancing. Then they thought about what to do with them.
“Once we had refined creative and technology approach,” DiLallo explains, “India and Pakistan became a natural pairing for our first activation.”
In other words, the focus on India and Pakistan’s woes was a retrofit. Coke needed to find a conflict to suit their marketing pitch – and what better than a bitter dispute rooted in religious, political and geographic grievances that has festered for over 60 years. Happiness, surely, was only a few sweet bubbles away.
Every day in this industry we sit down and write up ideas and messages for our clients, ideas that are….yes…meant to sell products. It’s pretty simple. unfortunately most of the work our industry does is pretty annoying, intrusive and often even vile. Billions of crappy messages making their way into the neurons of the collective consciousness of the world. Take it or leave it but it is my belief that we have an obligation to not take that valuable and powerful voice lightly.
I don’t think anyone is claiming that putting a couple of vending machines is going to solve this age old conflict but think of the alternative. An ad with someone having a coke and a smile? Visual paid litter…sorry ‘media’. I personally love this work. Even if it made just two people feel differently about each other wouldn’t that be a worthwhile day at the office? Fact is, it made everyone in those malls think differently and it made everyone who’s watched the film stop and think.
So some of you don’t like it because it’s from a brand who wants to sell soda. Makes sense I suppose, but they are going to spend their money selling soda in some way no matter what. Wouldn’t you rather they did this? Well done.