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Leo Burnett unveils its annual predictions of Cannes Lions winners

The much anticipated predictions feature 25 contenders from 10 countries

BestMediaInfo Bureau | Mumbai | June 16, 2014

Saurabh-Varma-at-Leo-Burnett-Cannes-Prediction-2014 Saurabh Varma at Leo Burnett Cannes Prediction 2014

Just days before 61st Cannes Lions International Festival of Creativity kicked off in south of France, Leo Burnett Worldwide has revealed its 27th annual Cannes Predictions. Leo Burnett India disclosed the list in Delhi on June 12 and in Mumbai on June 13.

Whether these selected 25 campaigns win at Cannes or not, the fact that one of the best known international creative agencies thinks they deserve a Lion is itself cause for celebration. However, not even a single Indian entry made it to LB’s prediction list.

With more than 84 per cent accuracy, the agency’s predictions have an unparalleled track record, year over year, recognising 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.”

“Sometimes what happens is that you get surrounded by your brands so much that you don't see the big picture. It's only when as marketer or advertiser, you see the best body of work, that's when you realise how far behind you are. Leo Burnett has always spoken about reaching for the stars. But if you don't know what the stars are, how will you do it?” commented Saurabh Verma, CEO, Leo Burnett India.

The 25 predicted winners come from 10 countries. Some of them have been seen by us all before, thanks to their viral potential. For instance, Volvo Truck's ‘Epic Splits - Van Damme’, made by Forsman & Bodenfors, and Honda's 'Sound of Honda/Ayrton Senna 1989' by Dentsu. Then there are the two campaigns by Wieden + Kennedy/Portland which Leo Burnett thought are strong contenders, the first being Old Spice's 'Smellcome to Manhood' and the second being Southern Comfort's 'Karate'.

Other favourites included Skype's ‘The Born Friends Family Portrait’ by Pereira & O'Dell, Harvey Nichols' 'Sorry I spent it on myself” by Adam&EveDDB, and Terre Des Hommes' 'Sweetie' by Lemz.

Leo Burnett's Cannes predictions started 27 years ago. Globally, the agency organises the predictions a few days before Cannes Lions every year. In India, though, it started around eight or nine years ago, Leo Burnett was unable to host it for the past few years.

“We have been doing this for quite some time. We have looked at what is going on at Cannes right now. This is our way of celebrating great work. I think, over the years we have seen 90 per cent of the predictions come true. There really is a good deal of chance that these will be the winners at Cannes this year,” concluded Verma.

Cannes Predictions – Top 25 Contenders

  1. Guinness “Sapeurs” by AMV BBDO / London, UK
  2. Not Impossible Labs + Intel “Project Daniel: 3D Printing Prosthetic Arms” The Ebeling Group / Not Impossible Labs / Venables Bell & Partners / Venice, USA
  3. Skype “The Born Friends Family Portrait” Pereira & O’Dell / San Francisco, USA
  4. British Airways “The Magic of Flying” OgilvyOne / London, UK
  5. New Zealand Transport Agency “Blazed” Clemenger BBDO / Wellington, New Zealand
  6. Colombian Ministry of Defense “You Are My Son” Lowe SSP3 / Bogota, Colombia
  7. Harvey Nichols “Sorry I Spent It On Myself” Adam&EveDDB / London, UK
  8. Mimi Foundation “If Only For A Second” Leo Burnett / Paris, France
  9. Volkswagen – Side Assist “Living Room” / “Bathroom” / “Bedroom” AlmapBBDO / Sao Paulo, Brasil
  10. Terre des Hommes “Sweetie” Lemz / Amsterdam, Netherlands
  11. HBO GO “Awkward Family Viewing" SS+K / New York City, USA
  12. P&G – Old Spice “Smellcome to Manhood” Wieden + Kennedy / Portland, USA
  13. Chipotle “The Scarecrow” Creative Artists Agency + Moonbot Studios / Los Angeles, USA
  14. Google + Warner Brothers “A Journey Through Middle Earth” North Kingdom / Skellefteå, Sweden
  15. Inakadate Village “Rice-Code” Hakuhodo / Tokyo, Japan
  16. Brazilian Association of Organ Transplantation “Bentley Burial” Leo Burnett Tailor Made / Sao Paulo, Brazil
  17. 350 Action “Climate Name Change” Barton F. Graf 9000 / New York City, USA
  18. Honda “Hands” Wieden + Kennedy / London, UK
  19. Samsung “Maestro’s Academy – Smart Bike” Leo Burnett / Milan, Italy
  20. Honda – Internavi “Sound of Honda / Ayrton Senna 1989” Dentsu / Tokyo, Japan
  21. Nike “The Nike SB App” R/GA / New York City, USA
  22. Adidas “D Rose Jump Store” TBWA / London, UK
  23. Southern Comfort “Karate” Wieden + Kennedy / New York, USA
  24. Newcastle Brown Ale “If We Made It” Droga5 / New York City, USA
  25. Volvo Trucks “Live Test Series: The Epic Split” Forsman & Bodenfors, Sweden

Sohini.Sen@bestmediainfo.com

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