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Leo Burnett’s ad for Bajaj-V makes entry into list of Cannes Predictions 2016

Leo Burnett Unveils Predictions for 2016 Cannes Lions. And it is for the first time in the history of Leo Burnett’s Cannes Lions Prediction that an Indian agency has made an entry for the current year

BestMediaInfo Bureau | Mumbai | June 15, 2016

Leo-Burnett-predictions-for

Leo Burnett Worldwide published its 29th annual Cannes Predictions, forecasting major contenders ahead of the 63rd Cannes Lions International Festival of Creativity, to be held in Cannes from June 18 to June 25, 2016.

It is for the first time in the history of Leo Burnett’s Prediction report for the 63rd Cannes 2016, that an Indian agency has been shortlisted. This time around, in the Leo Burnett’s Cannes 2016 Prediction report, Leo Burnett’s ad for Bajaj-V ‘The Nation’s Bike’ has made an entry.

Saurabh Varma, CEO, South Asia, Leo Burnett, said, “I am very glad that our agency is one of the agencies from the prediction list. My favourite ad, Bajaj has for the first time entered the Cannes Predictions as an Indian entry. It has never happened before and it is a big deal for us. It is for the first time that an Indian campaign is part of the Cannes Predictions.”

About the expectations from the event, Varma said, “We are entering any award show after a 24-month break. So, you can imagine the amount of pressure, excitement and nervousness in the whole agency and I think we have done some good work.”

Varma said, “We have done it for many years and we do it because we believe that we all need to take a pause and look at the best pieces of work across the world. The work is not just from Burnett, but from so many other agencies from the industry, which we believe have a chance to win.”

The annual agency’s Cannes Predictions, with a track record of more than 84 per cent accuracy, throws light on a short list of campaigns with strong likelihood of winning a prestigious Lion among tens of thousands of submissions.

Worldwide, the work is selected by Mark Tutssel, global chief creative officer of Leo Burnett Worldwide, creative chairman of Publicis Communications and jury president of Direct at this year’s awards festival.

Commenting on his selections, Tutssel said, "This collection represents the year's most imaginative and innovative thinking from all corners of our industry. If there’s a macro theme, it’s that the alchemy of creativity and technology can drive cultural impact, transform human behaviour and create meaningful change for both business and the world."

The creation of the Cannes Predictions list involves a year-long evaluation of brand work that reflects industry-driving trends. The agency zeroes in on the following six trends from the past year.

Below are the excerpts of the six trends from the past year from the report posted by Leo Burnett on the company’s website.

 

From innovation to invention

The impact of technology has been the biggest theme to emerge from Cannes over the past 10 years. Technology has touched everything from media to production and everything in between, but this year we’re seeing that innovation is happening in the form of invention.

While the Nike+ Fuelband was one of the first manifestations, we’re just starting to see the trend gain maturity. Last year’s efforts like Optus ‘Clever Buoy’ and Samsung ‘Safety Truck’ paved the way by demonstrating the power of pure invention.

Samsung ‘BrainBAND

https://youtu.be/eTy07pkxEO0

This year, work like Samsung ‘BrainBAND,’ If Insurance ‘Slow Down GPS’ and DB Breweries ‘Brewtoleum’ are leading the pack, proving that the alchemy of creativity and technology mean brands are now limited only by their imaginations.

How many impressions make an impression?

There’s no question that the role news media plays in amplifying brand communications has taken prominence in recent years. The number of ‘impressions’ an activation earns is included in nearly every case study at Cannes, and more brands are leveraging real news events to amplify their efforts.

As such, we’re seeing more blockbuster ideas — like Remy Cointreau Louis XIII Cognac #NotComingSoon, a film starring John Malkovich that’s not set to be released for 100 years — that depend wholly on the muscle of earned media to make their mark.

Netflix House of Cards

https://youtu.be/Se44ed4KBMA

Conversely, we’re seeing more work like Netflix House of Cards ‘FU2016’ that’s hijacking news events with greater scale, ambition and aplomb, and demonstrating that there’s no limit to the size of a conversation a brand can enter authentically.

Unicorns as media

Madison Avenue is connecting with Silicon Valley in fresh ways, as emerging platforms become new creative canvases. Expect to see more inventive collaborations between brands and tech disruptors, as agencies begin to leverage their potential.

Art Institute of Chicago ‘Van Gogh BnB

https://youtu.be/D6pkK5hIlwE

The Art Institute of Chicago ‘Van Gogh BnB’ is one example of how brands are finding new partners to execute ideas that wouldn’t have been possible just five years ago.

Make it personal

With greater opportunities to tailor product and messaging for consumers, customisation is a topic marketers are working to tackle across the board.

Straight Outta Compton

https://youtu.be/RRtSo4GL5Ps

One manifestation of this is in customised content — not necessarily a new idea, but one that’s finally seeing its potential through work like theBeats by Dre ‘Straight Outta Compton’ effort, which demonstrates that giving people the right tools to participate can turn them into your greatest evangelists.

Authentic truth

REI’s “#OptOutside

https://youtu.be/FOVaEawGNMM

REI’s ‘#OptOutside’ demonstrates the power of a bold act from a brand embracing its true self and living its own truth. This brave act tells you everything you need to know about who they are, why they exist and how they live their values 24/7. It’s what America has an insatiable appetite for. After all, the truth isn’t the truth until people believe you.

The art of storytelling through animation

The Pixar-esque quality of the Spanish Lottery film ‘ustino’ has captured the hearts of the industry, with its resounding success at all the major award shows to date. This exquisite moving animated film is one of a few gracing the big screen at Cannes this year.

ShottaSoCo’ from Southern Comfort

https://youtube/6ZMWx3v_6-w

ShottaSoCo’ from Southern Comfort borrows from the art of Taiwanese animation to weave this phrase into the vernacular.

Paper’ by Honda

https://youtu.be/LfdiClhlLZk

Paper’ by Honda is stop-frame animation of the highest order, bringing to life thousands of hand drawn illustrations from various artists in a spectacular fashion. And Harvey Nichols ‘Shoplifters’ marries CCTV footage with the highly original emoji-like "robber" animation to give the spot a unique and memorable vibe.

Full List of the Top 25 Cannes Contenders:

  1. Southern Comfort “ShottaSoCo

        Wieden + Kennedy / New York | (USA)

  1. Andes Beer “Fairest Night of All” / “Hagglers Campaign

                Del Campo Saatchi & Saatchi / Buenos Aires | (Argentina)

  1. DB Breweries “Brewtroleum

                Spark PHD | (New Zealand)

  1. XBOX – Tomb Raider “Survival Billboard

                McCann | (UK)

  1. REI “#OptOutside

                Venables Bell & Partners | (USA)

  1. Spain – Christmas Lottery “Justino

                Leo Burnett / Madrid | (Spain)

  1. Intermarche “Sugar Detox

                Marcel / Paris | (France)

  1. Curry’s PC World “Spare the Act Campaign

                 AMV BBDO / London | (UK)

  1. If Insurance “Slow Down GPS

                Forsman & Bodenfors / Gothenburg | Sweden

  1. SUUMO “Shell We Move?

              Hakuhodo Kettle / Tokyo | (Japan)

  1. Honda “Paper

                RPA / Santa Monica | (USA)

  1. Beats by DRE “Straight Outta

                R/GA Hustle / LA | (USA)

  1. Shiseido “High School Girl?

                Watts of Tokyo | (Japan)

  1. University of Western Sydney “Deng Adut

                 Finch Company | (Australia)

  1. House of cards “FU2016

                BBH / New York | (USA)

  1. Burger King and Peace one day “McWhopper

                Y&R New Zealand | (New Zealand)

  1. Remy Cointreau– Louis XIII Cognac “#NotComingSoon

                 Fred & Farid Group / New York | (USA)

  1. Harvey Nichols – The reward App “Shoplifters

                 Adam & EveDDB / London | (UK)

  1. Volvo – Test Series “Look Who’s Driving

                Forsman & Bodenfors / Gothenburg | (Sweden)

  1. Prodiss “#MaPlaceEstDansLaSalle

                Fred & Farid / Paris | (France)

  1. Sagami “Act of Love

                Hakuhodo / Kettle / Tokyo | (Japan)

  1. Art Institute of Chicago | "Van Gogh BnB

               Leo Burnett / Chicago | (USA)

  1. Bajaj “The Nation’s Bike

                Leo Burnett / India | (India)

  1. Samsung “BrainBand

                Leo Burnett / Sydney | (Australia)

  1. Under Armour “Rule Yourself – Phelps

 Droga5 / New York | (USA)

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