Leo Burnett Cannes Predictions 25 Years On

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. 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.

Leo Burnett Cannes Predictions - Advertisers of the Year 25 Years

“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”.

01. Nike – Jordan “The Explosive Game” Wieden + Kennedy, New York, USA
02. Carlsberg “Bikers” Duval Guilaume, Brussels, Belgium
03. Sony — Playstation 3 “Michael” Deutsch, Los Angeles, USA
04. Canal+ “The Bear” BETC Euro RSCG, Paris, France
05. DirecTV “Cable Effects” Grey, New York, USA
06. Coca-Cola “Polar Bowl” Wieden + Kennedy, Portland, USA
07. Barnardo’s “Life Story” BBH, London, UK
08. P&G “Best Job — Olympics” Wieden + Kennedy, Portland, USA
09. Greenpeace “Oil On Canvas” Publicis Mojo, Auckland, New Zealand
10. Austria Solar “Solar Annual Report” Serviceplan, Munich, Germany
11. Mercedes-Benz “Invisible Car” Jung von Matt, Hamburg, Germany
12. Google “Google Wallet” RGA, New York, USA
13. LG — OLED TV “The Thief” Y&R, Amsterdam, Netherlands
14. Nike “Addiction” / ”Before & After” F/Nazca Saatchi & Saatchi, Brazil
15. Nike “My Time Is Now” Wieden + Kennedy, London, UK
16. Carling Black Label “Be the Coach” Ogilvy, Cape Town, South Africa
17. K-Swiss “MFCEO” 72andSunny, Los Angeles, USA
18. 7-Eleven — Slurpee “BYO Cup Day” Leo Burnett, Melbourne, Australia
19. Ubisoft – Just Dance 3 “Autodance” CP+B, Gothenburg, Sweden
20. BGH “Dads With Briefs” Del Campo Nazca Saatchi & Saatchi, Buenos Aries, Argentina
21. Doritos “Dip Desperado” AMV BBDO, London, UK
22. ESPN “Shake On It” Wieden + Kennedy, New York, USA
23. Google & OK Go “All Is Not Lost” Hakuhodo, Tokyo, Japan
24. The Village Voice “New York Types” Leo Burnett, New York, USA
25. Target “Little Marina” Mother, New York, USA
26. Organ Donor Foundation “Leila” Lowe Bull, Cape Town, South Africa
27. Intel “Museum of Me” Projector, Tokyo, Japan
28. Little Monster “Take This Lollipop” Tool of N. America, Los Angeles, USA
29. The Guardian “Three Little Pigs” BBH, London, UK
30. Australian Census “Spotlight” Leo Burnett, Sydney, Australia
31. Canal “The Man Who Lived In a Film” Try Reklamebyra, Oslo, Norway
32. Audi “The Swan” BBH, London, UK
33. Google Chrome “Dear Sophie” BBH & Google Creative Lab, NYC, USA
34. UNA — ONLUS “Hate” JWT, Milan, Italy
35. United Colors of Benetton “UnHate” 72andSunny, Los Angeles, USA
36. Troy Library “Book Burning Party” Leo Burnett, Detroit, USA
37. Harvey Nichols “Walk of Shame” DDB, London, UK
38. American Express “Small Business Gets an Official Day” CP+B & Digitas, Boulder & NYC, USA
39. John Lewis “The Long Wait” Adam & Eve, London, UK
40. Chipotle “Back to the Start” Creative Artists Agency/Chipotle, USA

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.

Future-Facing Techniques

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.

Narrative Twists

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.

Filed under: Ambient, Cannes Lions, Commercials, Interactive, Print