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Leo Burnett Forecast the 2014 Cannes Lion Winners with their 27th Cannes Predictions

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Every year, Leo Burnett releases their predictions for the Cannes Lions International Festival of Creativity, and have an astonishing track record with these predictions, with more than 84% accuracy. This year is no different, as recently Leo Burnett revealed its 27th annual Cannes Predictions, which anticipate the results of this year's 61st Cannes Lions, the most prestigious event in the advertising industry's calendar. This year's highly anticipated predictions feature 25 contenders from 10 countries and 5 global trends that are influencing the creative business.

Leo Burnett revealed its 27th annual Cannes Predictions, which anticipate the results of this year's 61st Cannes Lions, the most prestigious event in the advertising industry's calendar

Mark Tutssel, Leo Burnett Worldwide's chief creative officer curated this year's list, encompassing the most forward thinking, compelling creative products. Tutssel and his team “Sifted and sieved through hundreds of the most brilliant pieces of work from every cranny of the world, spanning Lions award categories." What they found, he said, is that "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." Tutssel, who will present the “Why Borderless Creativity is the Future of Communications" master class at Cannes, believes that Leo Burnett's annual predictions offer not only their own take on the advertising industry, “But a magnified view of the bravest ideas and boldest thinking that jolts the craft boldly forward."

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Mark Tutssel

Throughout its year-long predictions research, the network discovered five trends that have been heavily influencing the ad world. These trends are listed below:-

'Epic' product demos – The product demo is one of the oldest forms of advertising, but agencies such as Forsman & Bodenfors have taken this old fashioned approach and given it a fresh spin. Their “Epic Split” video, featuring Jean Claude Van-Damme performing a daring split between two Volvo trucks, has racked up over 70 million hits on YouTube, and that's just the tip of the iceberg.

Branded technology – This year will mark the debut of the Branded Technology in the Cyber Lion category at this year's awards, which shows that more agencies are using technology, such as smartphone and tablet apps, to deliver brand messages. Examples this year include Nike's “SB App”, which helps skateboarders record their progress, and Samsung's “Maestro's Academy – Smart Bike” from Leo Burnett, which uses Samsung technology to make cycling safer.

Emotional advertising – This year there has been far more 'emotional' content than ever before, which strives to build emotional, sensory experiences to help create relationships between brands and their audiences. An example is Honda's “Sound of Honda”, which has just won seven Pencils at D&AD. This is an experience that uses groundbreaking, immersive aural technology, to give F1 fans the feeling that they are themselves, recreating an Ayrton Senna lap from 1989.

Documentary style content – Even though advertising is traditionally built on bite-sized media, more brands now are utilising the craft of long-form content. AMV BBDO London's “Sapeurs” is a good example of this, as is last year's “The Beauty Inside” work by Pereira & O'Dell, which was a six-episode effort for Toshiba and Intel that was one of the longest entries ever made at the festival.

Social networking – Social media is a tool that all major advertising agencies have been using for years now, but it's only been recently that the potential of sites such as Facebook and Twitter have been fully utilised. ABTO's "Bentley Burial" is a classic example of the power of a great idea coupled with the reach available through social media. It took the form of some posts on Facebook from a Brazilian billionaire, who was planning on burying his beloved Bentley with him so he could “Continue to enjoy it in the afterlife.” These posts captured the attention of a nation and ignited a provocative conversation about organ donation that reached over 172 million posts, and boosted donations by more than 30%. It's likely that social media will continue to play an even larger role in advertising as the platforms themselves evolve and develop.

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." Mark Tutssel

You can find the complete list of Cannes Predictions through both Pinterest and the official Leo Burnett Worldwide website.

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He isn't particularly good at making predictions, though he did once win £25 at the Cheltenham Gold Cup. Which he then lost.

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