Leo Burnett Worldwide’s 26th annual Cannes Predictions compilation represents the best thinking, finest craftsmanship and most compelling ideas pushing the advertising industry forward. The reel features work from 15 countries across a wide variety of channels and forecasts the global advertising industry’s most prestigious event, Cannes Lions festival.
Curated by Leo Burnett’s Global Chief Creative Officer, Mark Tutssel, the agency’s 2013 predictions feature 35 global contenders considered to be most likely to earn a coveted Cannes Lion. Known for its impeccable accuracy throughout the years, on average more than 90 percent of Cannes Predictions contenders go on to win a Lion.
In today’s fast-paced, always-on culture, the idea of ‘traditional’ advertising is a thing of the past (…) Our annual Cannes Predictions represent the year’s best ideas that ignite conversation and move people to change behavior. As our engagement with brands evolves, this reel represents thinking that connects with people across multiple platforms and geographies in fresh, daring, brave and unexpected ways.
Chief Creative Officer Leo Burnett Worldwide
President Cannes Direct Jury.
Leo Burnett’s creative team viewed hundreds of campaigns, monitored global and local awards and closely followed industry buzz to curate this year’s Cannes Predictions collection available through Pinterest and Leo Burnett Worldwide’s website.
The top four trends uncovered in the 2013 Cannes Predictions include:
- Always On: Real-time executions are becoming real significant, real fast. Marketers are harnessing the power of the branded newsroom, taking cues from up-to-the-minute news, cultural episodes and social chatter to enter a larger conversation. Real-time campaigns like the Oreo “Daily Twist,” Paddy Power”Sky Tweets” and Water Is Life “HashTag Killer” prove that our “always-on” lifestyle is driving highly strategic and rewarding creative.
- Cultural Fluidity: Creativity is a universal language. The ease of which a great idea can spread across boarders is utterly transformative. Whether poignant or provocative, clever or irreverent, great work knows no boundaries in this brave new age. Consider Metro Trains “Dumb Ways To Die” or Dove “Real Beauty Sketches,” which garnered more than 50 million views on YouTube, yet originated from relatively small markets. Never before has a creative team in Sao Paulo, been able to reach a “soccer mom” in ruralMinnesota.
- Earned Media: Earned media is quickly emerging as the most significant hallmark of success. The press clippings and Twitter statistics included in case study films prove that creative work that engages and interacts with people is paramount. Best-in-class examples include Red Bull’s daring “Stratos” effort, the Victoria “My Blood Is Red and Black” campaign and the Diary of a Call Girl’s cheeky “Call Girl” stunt. Each selection rewards viewers and in turn, viewers respond favorably.
- The Art and Craft of Music: No longer an afterthought, music has surfaced as the soul of film. Careful consideration to the attention and craft of a soundtrack has a spellbinding effect and creates emotional, visceral connections that live long after the image is consumed. Tellingly, it is becoming impossible to divorce a great film from its soundtrack. Try to imagine Southern Comfort’s “Whatever’s Comfortable — Beach” without Odetta’s “Hit or Miss.” Or consider just how the infectious melody of “Dumb Ways To Die” adds to its rewatchabilty.
Network’s competition is also running in Romania, where Leo Burnett & Target launched a special app as main way to vote at Cannes Predictions 2013. The app active on Romanian market was specially developed for the competition by iLeo Marketing Interactiv and proposes a selection of 35 best ad creations in the world. The participants must view all of them and vote 12 they appreciate the most. After Cannes Lions designates its winners, the winner of the predictions contest will be also selected.