Leo Burnett announces Cannes Predictions 2015

By afaqs! news bureau , afaqs!, New Delhi | In Advertising
Last updated : June 15, 2015
The analysis features 20 campaigns from 16 agencies worldwide.

The work on this year's list of Cannes Predictions confronts consumer behaviors head-on, merging messages of real social impact with brand communication, pushing the field in unprecedented directions.

This year, the festival expands its Lions Innovation module, a two-day breakout to explore the connection between "technology, data and ideas," a growing territory for marketers. More than ever, brands are seizing the opportunity to couple creativity and cutting-edge tech to serve a higher human purpose, and this year that's manifested in efforts that make the world a safer place.

Among the list of contenders, the three campaigns that appear on the reel are Always 'Like A Girl', Samsung 'Safety Truck' and Du 'Too Distressing/Too Insulting/Too Informative'.

Samsung 'Safety Truck'

Samsung is always looking to enrich people's lives through innovative technologies. With "Safety Truck," they went even further. A wireless camera built into the front of the truck transmits a view of the road to a video wall of four monitors at the rear of the vehicle, helping drivers behind the truck see what hazards may lay ahead. This highly innovative idea is a game changer: creativity coupled with technological ingenuity that will change the way people drive, making highways safer and ultimately saving lives.

Always 'Like A Girl'

Always ignited a cultural movement and showed that doing something #LikeAGirl isn't an insult. It has captured the attention of the world and is one of the most talked about and celebrated ideas in our industry. It is a powerful idea that strives to boost self-confidence in girls by challenging gender bias and shattering stereotypical images of women everywhere.

Du Tuesday 'Two For One Tickets'

The craft behind Du's "Two For One Tickets" campaign from Dubai has been the talk of the production world all year. Channeling directorial greats like Stone, Scott and Tarantino, the series offers a master class in the art of filmmaking. After capturing a Black Pencil for direction at D&AD, "Too Insulting," "Too Distressing" and "Too Informative" promise a strong showing in the film craft category.

Cannes Predictions: The top contenders

This year's Cannes Predictions include:

• Beats by Dre, "The Game Before the Game" / "Lebron James in Re:Established 2014" R/GA (London / Los Angeles, UK & USA)
• United Nations World Food Programme, "805 Million Names" Forsman & Bodenfors (Stockholm, Sweden)
• Leica Cameras, "100" F/Nazca Saatchi & Saatchi (Sao Paulo, Brasil)
• Ikea "Experience The Power of A BookBook" BBH Asia Pacific (Singapore, Singapore)
• Procter & Gamble - Always "#LikeAGirl" Leo Burnett (Toronto / Chicago / London, Canada, USA & UK)
• Under Armour "I Will What I Want - Gisele Bundchen" Droga5 (New York City, USA)
• ZDK - Center for Democratic Culture "Nazis Against Nazis - Germany's Most Involuntary Charity Walk" GGH Lowe, Grabarz & Partner (Hamburg, Germany)
• John Lewis "Monty The Penguin" Adam&EveDDB (London, UK)
• Optus "Clever Buoy" M&C Saatchi (Sydney, Australia)
• du - Tuesday Movie Promotion "Too Insulting" / "Too Distressing" / "Too Informative" Leo Burnett (Dubai, UAE)
• OK Go + Honda Uni-Cub "I Won't Let You Down" Mori / Drill / Dentsu / MoriMori / Kaibutsu / Birdman / Kirifuda / Creative Power Unit (Tokyo, Japan)
• Honda - Civic Type-R "The Other Side" Wieden + Kennedy (London, UK)
• Smart "The Dancing Traffic Light" BBDO (Berlin, Germany)
• Hammerhead "Hammerhead" R/GA (New York City, USA)
• Samsung "The Safety Truck" Leo Burnett (Buenos Aires, Argentina)
• GEICO "Unskippable: Family / Elevator / High Five" The Martin Agency (Richmond, USA)
• Nike - Basketball "House of Mamba" AKQA (Shanghai / London, China & UK)
• Guinness - Africa "Made Of Black" AMV BBDO (London, UK)
• Gatorade "Made In New York" TBWAChiatDay (Los Angeles, USA)
• Ubisoft - Assassin's Creed: Unity "Unity" Sid Lee (Paris, France)

First Published : June 15, 2015
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