Leo Burnett Worldwide has unveiled its 25th anniversary edition of Cannes Predictions, a glimpse into the advertising industry’s most prestigious award show, The Cannes Lions International Festival of Creativity. This year’s Cannes Predictions include 40 creative pieces from 15 different countries, all expected to win a prestigious Cannes Lion.
Regarded as an annual barometer for success at the Festival, Cannes Predictions was created in 1987 and today is the advertising industry’s leading forecast of creative contenders around the globe. The annual selection is known for its accuracy and over the last 25 years has forecasted 23 out of 24 Cannes Grand Prix winners. In 2011 alone, seven Grand Prix winners were included as part of Cannes Predictions and creative work identified by Leo Burnett won 104 Cannes Lions. Curated by Leo Burnett’s Global Chief Creative Officer Mark Tutssel, the 2012 Predictions bring together 40 global contenders representing the best thinking, finest craftsmanship and most compelling ideas pushing the our industry forward. “Advertising is an ideas industry and creativity is its currency. The 25th edition of Cannes Predictions showcases the big, compelling, multisensory ideas that ignite conversation and weave themselves into the social fabric. Big ideas that are media-neutral in concept and media-infinite in execution,” said Tutssel. “For the first time in our 25 year history, less than half of the entries are traditional film commercials. This year the reel celebrates the ideas that look forward in time and ones that act as a springboard for new creative possibilities". The top five trends uncovered in the special 25th anniversary edition of Cannes Predictions include:
Personalized and customized content makes up more than one third of the Cannes Predictions reel in 2012. 7-Eleven’s “Bring Your Own Cup” and Intel’s “Facebook Museum” experience empower people to participate with a brand. Dialogue between brands and consumers is visible in Carling Black Label’s “Be the Coach” initiative and American Express’ personalized campaigns for small businesses. The co-creation of content provides brands and consumers with richer, more rewarding experiences.
Theater of the Streets
A trend that continues to gain momentum is the way brands are utilizing street theater or public spectacles to spark conversation, inspire crowds and build a captive audience. Target’s “Little Marina” campaign and Leo Burnett New York’s “New York Types” are examples of brands that weave themselves into the fabric of cities through engaging and awe-inspiring acts.
Impeccably crafted work is a mainstay within this year’s Predictions. Nike’s film submissions coupled with the brilliant sound design of the “Leila” TV spot for the Organ Donor Foundation of South Africa and writing for DirecTV’s “Cable Effects” campaign prove that beautifully constructed work could be very top-of-mind with this year’s jurors.
Some of the most unforgettable work of the year is built on platforms designed to raise the ire of audiences from around the world. Campaigns such as United Colors of Benetton’s “UnHate,” K-Swiss’ “MFCEO” starring Kenny Powers and Troy Public Library’s “Book Burning Party” sought to infuriate and provoke people with communication that demanded engagement.
Many of the 2012 Predictions required emerging technology to execute successfully, something that would have been impossible just a few years ago. Technology has allowed marketers to think outside of the box and utilize new techniques to connect with audiences. Coca-Cola’s “Polar Bear” Super Bowl campaign took advantage of the interconnectivity of TV and mobile devices during the big game. Google’s “Wallet” application simplifies purchasing through a mobile application and effectively employs emerging technologies to connect with users in the social-sphere.
Campaigns that build on storytelling capture and hold an audience’s imagination over an extended period of time. Canal+ “Bear,” John Lewis’ “Long Wait,” Audi’s “Swan” and Guardian’s “Three Little Pigs” build excitement through unexpected conclusions and storyline twists. Leo Burnett’s global creative network viewed hundreds of campaigns, monitored global and local awards and closely followed industry buzz to curate this year’s Cannes Predictions collection. To view the full 2012 selection and learn more about Cannes Predictions, its 25-year history and review the 2012 Cannes industry trends, please visit, http://www.slideshare.net/LeoBurnettWorldwide/cannes-predictions-2012-25th-anniversary