Highly Anticipated Predictions Feature 25 Contenders from 10 Countries and Global Trends Impacting the Industry
Leo Burnett Worldwide revealed its 27th annual Cannes Predictions this week anticipating the results of this year’s 61st Cannes Lions International Festival of Creativity, the global advertising industry’s most prestigious event of the year.
With more than 84 percent accuracy, the agency’s predictions have an unparalleled track record, year over year, recognizing Cannes contenders most likely to win a coveted Lion. Leo Burnett Worldwide’s Chief Creative Officer Mark Tutssel curated the list to encompass the most forward thinking, compelling creative products across channels.
“We sifted and sieved through hundreds of the most brilliant pieces of work from every cranny of the world, spanning Lions award categories,” said Tutssel. “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.”
As part of the global network’s year-long Predictions research, it discovered five trends that are influencing the creative business.
Cannes Predictions – Trends
“Epic” Take on a Classic Ad Format: In our industry’s rush to the future, it’s important not to forget the potency of the past. At the core of one of this year’s most buzzed-about contenders is a simple, time-tested format: the product demo.
Swedish shop Forsman & Bodenfors took a classic approach, and combined the “Muscles from Brussels” with a spellbinding new age ballad to create a viral sensation. “Epic Split” (#25) is the lynchpin of Volvo Trucks’ “Live Test Series,” a set of short demos poised to win a truckload of metal.