Leo Burnett Worldwide celebrates the Silver Anniversary of Cannes Predictions by taking a look back at some our favorite blockbusters, laughs, gamechanging moments and, of course, what to expect at the 2012 Cannes Lions International Festival of Creativity.
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Cannes Predictions 25 1987—2012 Years A quarter century after Donald Gunn initiated Leo Burnett’s annual Cannes Predictions tradition, we are proud to present the 25th Anniversary Edition of the Cannes Predictions Reel. Things have changed profoundly since 1987, when Donald painstakingly collected ¾” reels from all corners of the globe to compile this showcase of the best television commercials in the world. The principles and the processes developed and refined over the years by Donald, as well as other past editors Michael Conrad and Paul Kemp-Robertson, still guide our actions. Leo Burnett Worldwide Chief Creative Officer Mark Tutssel has worked diligently with a global team to select the materials on this year’s reel. We believe the campaigns on this compilation represent some of the most creative work being done in marketing today, and each has a strong likelihood of picking up a coveted Lion at the Cannes Lions International Festival of Creativity. We’ve focused on delivering a cross-section of the best thinking, the finest craftsmanship and most compelling ideas pushing the industry forward. The reel features campaigns from 15 different countries across a wide variety of channels and mediums. For the first time in our 25-year history, fewer than half of the entries are traditional “commercials.” Our reel features integrated case studies, interactive executions, websites, mobile apps, ambient installations, design pieces and many efforts that cannot be easily categorized. The 2012 reel accurately reflects the new media landscape we live in, where great brand ideas are media neutral and can be executed across a range of channels. There is much to analyze and appreciate in this year’s Lion contenders. In addition to the reel, we’re hosting a broader conversation at www.cannespredictions.com, where we delve deeper into the selection process, and see work that might not have made our final cut. And as part of our 25th Anniversary celebration of Cannes Predictions, we’re featuring the last 25 Grand Prix winners from Cannes in a daily countdown until the festival begins. Join the conversation, and have a look at some of the most highly regarded work of the last year. We look forward to seeing you in Cannes!
Transcript
Cannes Predictions251987—2012
YearsA quarter century after Donald Gunn initiated Leo Burnett’s annual Cannes Predictions tradition, we are proud to present the 25th Anniversary Edition of the Cannes Predictions Reel. Things have changed profoundly since 1987, when Donald painstakingly collected ¾” reels from all corners of the globe to compile this showcase of the best television commercials in the world. The principles and the processes developed and refined over the years by Donald, as well as other past editors Michael Conrad and Paul Kemp-Robertson, still guide our actions. Leo Burnett Worldwide Chief Creative Officer Mark Tutssel has worked diligently with a global team to select the materials on this year’s reel.
We believe the campaigns on this compilation represent some of the most creative work being done in marketing today, and each has a strong likelihood of picking up a coveted Lion at the Cannes Lions International Festival of Creativity. We’ve focused on delivering a cross-section of the best thinking, the finest craftsmanship and most compelling ideas pushing the industry forward. The reel features campaigns from 15 different countries across a wide variety of channels and mediums.
For the first time in our 25-year history, fewer than half of the entries are traditional “commercials.” Our reel features integrated case studies, interactive executions, websites, mobile apps, ambient installations, design pieces and many efforts that cannot be easily categorized. The 2012 reel accurately reflects the new media landscape we live in, where great brand ideas are media neutral and can be executed across a range of channels.
There is much to analyze and appreciate in this year’s Lion contenders. In addition to the reel, we’re hosting a broader conversation at www.cannespredictions.com, where we delve deeper into the selection process, and see work that might not have made our final cut. And as part of our 25th Anniversary celebration of Cannes Predictions, we’re featuring the last 25 Grand Prix winners from Cannes in a daily countdown until the festival begins. Join the conversation, and have a look at some of the most highly regarded work of the last year.
We look forward to seeing you in Cannes!
01. Nike - Jordan “The Explosive Game”Wieden + Kennedy / New York / USA
2012: Trends and ThemesCustomizationMore than a third of the reel features communication that offers people a unique personalized experience. This is the continuation of a trend towards customization that’s been developing for several years. Whether it’s a brand like 7-Eleven offering customers the chance to bring their own cup and fill it with Slurpee, or Intel helping Facebook users build a Museum out of their data, agencies are finding ways to empower people to participate in a brand experience. Advertising is no longer a one-way street, but a dialogue between brands and people. It’s evident everywhere this year: Carling Black Label lets football fans “Be the Coach” of their favorite team, Google Chrome works with band OK Go to develop an interactive music video that viewers can sculpt their own messages into, and American Express gives small business owners a kit enabling them to develop their own unique advertising. The future points towards brands co-creating content with people, using their public data to provide increasingly richer and more rewarding experiences. Theater Of The Streets: Epic Spectacles That Engage & ConfoundAnother trend we’ve noted from previous years is the way brands are utilizing street theater to spark conversations, inspire crowds, and build their audience. When we say “street theater,” we mean the staging of giant public displays of art that are both experiential and interactive. Nike Jordan’s “Explosive Projections” is a fantastic example of a brand building hype through the use of a grand act on a huge scale. Target’s “Little Marina” campaign is another case, in which a giant, amazingly lifelike, animatronic robot takes to the streets of New York’s Fashion Week. The brilliant “Invisible Drive” execution from Mercedes-Benz in Germany bypasses traditional media to create a stunt on the streets that quickly became a viral phenomenon online. Brands that weave themselves into the fabric of cities through engaging and awe-inspiring acts should do well this year.
CraftAs always, work that is crafted impeccably is likely to impress the juries at Cannes. Nike’s films from F/Nazca Saatchi & Saatchi in Sao Paulo and Wieden + Kennedy London are each amazing. We delighted in the brilliant structure of Barnardo’s “Life Story,” as well as the gorgeous sound design of the “Leila” spot for the Organ Donor Foundation in South Africa. The writing of DirecTV “Cable Effects” work is marvelous, and the direction and editing of the Sony PlayStation “Michael” commercial also won over our team. We especially loved Chipotle’s “Back to the Start” film, a piece many think could be this year’s Grand Prix.
Cannes Predictions251987—2012
Years
2012: Trends and ThemesProvocationSome of the most unforgettable work of the year is built on platforms designed to raise the ire of people everywhere. Benetton’s “UnHate” campaign triggered outrage across the planet, while brands like K-Swiss sought to re-position themselves with their “MFCEO” effort, which broke from category convention by employing tactics and a brand attitude that borders on offensive. This tongue-in-cheek desire to push people out of complacency is also heavily present in work like the Troy Library’s “Book Burning” campaign, and in Little Monster’s confrontational “Take this Lollipop.” Even Greenpeace used the approach with a brilliant outdoor effort in New Zealand that used visuals that simply couldn’t be ignored. In an environment where people can easily tune out, many brands that stuck out this year were those that sought to infuriate and provoke—with communication that demanded engagement.
Future Facing TechniquesEvery year we feature a number of cases that illustrate new techniques to reach people. This year, we’ve included campaigns like Coca-Cola’s “Polar Bowl” campaign that ran during the Super Bowl, which targets multiple screens simultaneously and is one of the most effective approaches we’ve ever seen to simultaneously communicate with people on their TVs and mobile devices. We’re also deeply impressed with the Google “Wallet” application, which transforms your mobile phone into a device that can pay for purchases by swiping it at cash registers. Another notable entry is the “Solar Annual Report,” a publication printed with special inks that are activated by sunlight. Nike’s “My Time Is Now” is another example of a rich online film that contains multiple levels of depth allowing viewers to discover hidden “tunnels” in the video. Many of our 2012 selections are examples of work that requires new and emerging techniques to execute properly... and more than a few would’ve been impossible dreams just a few years ago.
Narrative TwistsStories that are familiar and cliché rarely capture people’s imagination anymore, and we’re proud to offer a few entertaining spots this year that have unexpected conclusions and twists built into narratives. Work like the hugely popular Canal+ “Bear” spot, John Lewis’ “Long Wait,” or Audi’s “Swan” each merit multiple viewings, as does the Guardian’s retelling of the “3 Little Pigs” fable. People remember films that tell unexpectedly rewarding stories.
Cannes Predictions251987—2012
Advertisers of the Year: A few of our favorites before they were famous
Blockbusters, Epics and Dazzlers To surprise and delight is easier said than done. In the past quarter century, here are 12 spots that stand out as shining standards in rewatchability.
BMW “BMW Films”2001BMW enlists A-list directors including Tony Scott and John Woo to direct a series of riveting shorts. While the clips are too long to be eligible for the Film category, the effort paves the way for the Titanium Lion.
Lions honor effectiveness2011The inaugural Grand Prix for Creative Effectiveness goes to AMV BBDO London’s “Sandwich” effort for Walkers crisps.
17 of 22 Jurors Agree2005Has there ever been a more unanimous Film Grand Prix than Honda “Grrr”? This 90-sec-ond ode to ‘hate’ was the first animated spot to take the top prize in decades. Oh, and it also picked up a Titanium.
No Film Grand Prix!1995In a highly controversial decision, a jury chaired by Frank Lowe opts not to award a Film Grand Prix. We still think Levi’s “Drugstore,” a Gold Lion, would’ve made a fine top prize.
Obama For America2009President Barack Obama’s 2008 campaign for the Oval Office becomes the first major political effort to sweep the show, earning Grand Prix in both the Titanium and Integrated categories.
Nike “Freestyle” • 2001The buzz surrounding this ode to court skills was epic, with many considering it a potential Grand Prix. It went on to be shortlisted, though earned no metal.
BBC “Rush Hour” • 2002It turns out this daredevil parkour artist’s death-defying commute home turns out to be fueled by his passion for BBC. Unfortunatley, jurors weren’t as passionate about the film as audiences... shortlist, but no Lion.
Wrangler “Ride” • 2001This gorgeous tale of a journey across America won plenty of accolades at other top shows, but fell short in Cannes.
McDonald’s “Tooth Fairy” 2001Alright, this is one of our own, but we still think it’s a charmer.
Sure, we’ve called a few that didn’t bag a Lion... here are four that deserve a second look.
Stats: 1987-2012• 23 of 24 Grand Prix included on reel• Average 91% of reel entries included on Shortlist• Average of 80% of reel entries earn Lions
2011• Seven Grand Prix winners included on the reel• Work from the reel went to win 104 Lions
