Leo Burnett Cannes Predictions 2013

Leo Burnett Worldwide has released the 26th annual Cannes Predictions compilation, representing the best thinking, finest craftsmanship and most compelling ideas pushing the advertising industry forward. The reel features work from 15 countries across a wide variety of channels and forecasts the global advertising industry’s most prestigious event, The 60th Annual Cannes Lions International Festival of Creativity. Curated by Leo Burnett’s Global Chief Creative Officer, Mark Tutssel, the agency’s 2013 predictions feature 35 global contenders considered to be most likely to earn a coveted Cannes Lion. Known for its impeccable accuracy throughout the years, on average more than 90 percent of Cannes Predictions contenders go on to win a Lion.

Leo Burnett Cannes Predictions Reel


“In today’s fast-paced, always-on culture, the idea of ‘traditional’ advertising is a thing of the past,” said Mark Tutssel, Chief Creative Officer for Leo Burnett Worldwide and President of the Cannes Direct Jury. “Our annual Cannes Predictions represent the year’s best ideas that ignite conversation and move people to change behaviour. As our engagement with brands evolves, this reel represents thinking that connects with people across multiple platforms and geographies in fresh, daring, brave and unexpected ways.”

Leo Burnett’s creative team viewed hundreds of campaigns, monitored global and local awards and closely followed industry buzz to curate this year’s Cannes Predictions collection available through Pinterestand Leo Burnett Worldwide’s website.

The top four trends uncovered in the 2013 Cannes Predictions include:

Always On

Real-time executions are becoming real significant, real fast. Marketers are harnessing the power of the branded newsroom, taking cues from up-to-the-minute news, cultural episodes and social chatter to enter a larger conversation. Real-time campaigns like the Oreo “Daily Twist,” Paddy Power “Sky Tweets” and Water Is Life “HashTag Killer” prove that our “always-on” lifestyle is driving highly strategic and rewarding creative.

Cultural Fluidity

Creativity is a universal language. The ease of which a great idea can spread across boarders is utterly transformative. Whether poignant or provocative, clever or irreverent, great work knows no boundaries in this brave new age. Consider Metro Trains “Dumb Ways To Die” or Dove “Real Beauty Sketches,” which garnered more than 50 million views on YouTube, yet originated from relatively small markets. Never before has a creative team in Sao Paulo, been able to reach a “soccer mom” in rural Minnesota.

Earned Media

Earned media is quickly emerging as the most significant hallmark of success. The press clippings and Twitter statistics included in case study films prove that creative work that engages and interacts with people is paramount. Best-in-class examples include Red Bull’s daring “Stratos” effort, the Victoria “My Blood Is Red and Black” campaign and the Diary of a Call Girl’s cheeky “Call Girl” stunt. Each selection rewards viewers and in turn, viewers respond favorably.

The Art and Craft of Music

No longer an afterthought, music has surfaced as the soul of film. Careful consideration to the attention and craft of a soundtrack has a spellbinding effect and creates emotional, visceral connections that live long after the image is consumed. Tellingly, it is becoming impossible to divorce a great film from its soundtrack. Try to imagine Southern Comfort’s “Whatever’s Comfortable — Beach” without Odetta’s “Hit or Miss.” Or consider just how the infectious melody of “Dumb Ways To Die” adds to its “rewatchabilty”.

The Contenders

  1. Nike, Jogger, Wieden+Kennedy, Portland, USA
  2. Channel 4 Paralympics, Meet the Superhumans, 4Creative, London, UK
  3. Old Spice, Muscle Music, Wieden+Kennedy, Portland, USA
  4. Coca Cola, Small World Machines, Leo Burnett, Sydney, Chicago
  5. Red Bull, Stratos, Red Bull Creative, Salzburg, Austria
  6. Paddy Power, Sky Tweets, Crispin Porter & Bogusky, Boulder, USA
  7. UTEC, Potable Water Generator, Mayo DraftFCB, Lima, Peru
  8. Water Is Life, Hashtag Killer, DDB, New York, USA
  9. E.ON, Sweden’s Largest Energy Saving Experiment, Forsman & Bodenfors, Gothenburg, Sweden
  10. John F Kennedy Presidential Library & Museum, Clouds Over Cuba, Martin Agency, Richmond, USA
  11. Le Trefle, Emma, Leo Burnett, Paris, France
  12. Kayak.com, Roommates, Barton F Graf 9000, New York, USA
  13. Robinson’s Drinks, Pals, BBH, London, UK
  14. Southern Comfort, Whatever’s Comfortable – Beach, Wieden+Kennedy, New York, USA
  15. BGH Air Conditioner, Summer Hater, Del Campo Nazca Saatchi & Saatchi, Buenos Aires, Argentina
  16. Chrysler – Jeep, GPS To Get Lost, Leo Burnett, Buenos Aires, Argentina
  17. Mini/SPCA, Driving Dogs, DraftFCB, Auckland, New Zealand
  18. Carlton Draught, Beer Chase, Clemenger BBDO, Melbourne, Australia
  19. DIRECTV, Dinner Party/Pizzeria, Grey, New York, USA
  20. Prime TV, Call Girl, DraftFCB, Auckland, New Zealand
  21. Ragu, A Long Day of Childhood, Barton F. Graf 9000, New York, USA
  22. Laika Studios, Paranorman, Wieden+Kennedy, Portland, USA
  23. Leica – M-Monochrom, Soul, F/Nazca Saatchi & Saatchi, Sao Paulo, Brazil
  24. St John Ambulance, Helpless, BBH, London, UK
  25. ESPN, Team Spirit, Wieden+Kennedy, New York, USA
  26. Hemoba + EC Vitoria, My Blood is Red & Black, Leo Burnett Tailor Made, Sao Paulo, Brazil
  27. IKEA, The 2013 IKEA Catalog App, McCann Erickson, New York, USA
  28. Aldi Mamia Nappies, Ready When You’re Not, BMF, Sydney, Australia
  29. OREO, Oreo Daily Twist, DraftFCB, Agency 360i, New York, USA
  30. Old Spice, Dikembe Mutombo’s 4 1/2 Weeks to Save the World, Wieden+Kennedy, Portland, USA
  31. Evian, Baby & Me, BETC Euro RSCG, Paris, France
  32. Dove, Real Beauty Sketches, Ogilvy Brasil, Sao Paulo, Brazil
  33. Intel + Toshiba, The Beauty Inside, Pereira & O’Dell, San Francisco, USA
  34. Axe, Susan Glenn, BBH, New York, USA
  35. Metro Trains, Dumb Ways To Die, McCann, Melbourne, Australia

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