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Leo Burnett forecasts 2014 cannes lion winners in 27th cannes predictions

Cannes Lions 2014
Cannes Lions 2014







highly anticipated predictions feature 25 contenders from 10 countries and global trends impacting the industry

Leo Burnett Worldwide revealed
its 27th annual Cannes Predictions this week anticipating the
results of this year’s 61st Cannes Lions International Festival of
Creativity, the global advertising industry’s most prestigious event of the
year.
With
more than 84 percent accuracy, the agency’s predictions have an unparalleled
track record, year over year, recognizing Cannes contenders most likely to win
a coveted Lion. Leo Burnett Worldwide’s Chief Creative Officer Mark Tutssel curated
the list to encompass the most forward thinking, compelling creative products
across channels.
“We
sifted and sieved through hundreds of the most brilliant pieces of work from
every cranny of the world, spanning Lions award categories,” said Tutssel. “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
Cannes Predictions

As
part of the global network’s year-long Predictions research, it discovered five
trends that are influencing the creative business.

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

·        
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. “These are the stimuli that fuel
imagination and ignite us to change human bahaviour in vigorous, disruptive
bounds.”
In
Colombo, the Cannes Lions Prediction event 2014 was held on Tuesday, 11 June
2014 at the 80 Club Colombo. The special screening was organized by the
International Advertising Association (IAA), the Metal Factor, Liora Events and
Leo Burnett Sri Lanka.
Find
this year’s Cannes Predictions collection available on Pinterest and Leo
Burnett Worldwide website. Leo
Burnett amalgamated Cannes Predictions by viewing hundreds of campaigns,
watching global and local awards shows and tuning into industry-wide
conversations.

Pin
and Tweet the contenders from Leo Burnett’s Cannes Predictions Pinterest board and
find more Cannes-related content on LeoBurnett.com leading up
to and throughout the Festival.

About Leo Burnett
With almost 80 years of
creating iconic campaigns, Leo Burnett Worldwide
believes that creativity can change behavior. A
HumanKind communications company, it operates with a simple and singular
approach: Put a brand’s purpose at the center of communications to truly
connect with people. Part of Publicis Groupe, Leo
Burnett Worldwide is one of the world’s largest agency networks with 98 offices
and nearly 10,000 employees. In 2013, the global network was named “Most
Awarded Network” by the International ANDY Awards and received “Network of the
Year” nods from Dubai Lynx, AdFest, Kinsale Sharks, EPICA and the Cristal
Awards. Leo Burnett works with some of the world’s most valued brands including
Coke, Fiat, Kellogg’s, McDonald’s, Nintendo, P&G, Samsung and Tata among
others. To learn more about Leo Burnett Worldwide visit our site, Facebook page and follow us via
@leoburnett.

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