The biggest event in the ad industry calendar takes place next week, if you hadn't already noticed. So which campaigns will take the gongs at Cannes 2015?
There’s a famous quote ‘prediction is very difficult, especially if it’s about the future’, but that’s never stopped us seeking out a bit of prophesying. The Drum asked some of the world’s most respected creatives to place their bets on the work they think will win big at this year’s Cannes Lions.
- Always 'Like A Girl' (Leo Burnett, Chicago)
"Always ‘Like A Girl’: because I am one. This has been a huge success, and its transformation of a derogatory term into a positive rallying cry has really connected with people." - Kate Stanners, chief creative officer, Saatchi & Saatchi London Group
"If this year is anything like recent years, narrative work will win big. Last year even the Cyber category winners were dominated by video content (‘Epic Split’, ‘The Scarecrow’, ‘Happy’). Agencies have either given up on truly interactive work or juries are having trouble recognising it. In fact, most of the best work I’ve seen in award shows leading up to Cannes has been wildly successful social narratives. The heartfelt Always ‘Like A Girl’ will get some trophies." - Nick Law, global chief creative officer, R/GA
"One idea that has rewritten the rules in 2015 is from Procter & Gamble. ‘Like A Girl’ has captured the attention of the world, and is one of the most talked about ideas in our industry. Always strives to boost self-confidence of girls everywhere. A powerful idea that challenges gender bias and shatters stereotypical images of women." - Mark Tutssel, chief creative officer, Leo Burnett Worldwide
- Geico ‘Unskippable Pre-roll’ (The Martin Agency, Richmond)
"For once I didn’t feel like I’ve lost five seconds of my life." - Maurice Wee, creative director, BBH Asia Pacific
"Pre-roll ads suck. They interrupt your urge to hear that old song you just remembered, or to see that cat jumping out of a popcorn box. By delivering their message within the first three seconds, spending the rest of the ad time goofing around with corporate video spoofs, Geico had us deliberately searching its pre-roll ads." - Nicolas Thiboutot, creative director, Lost Boys Paris
"Being different with a cost saving offer that is repeated 100 times a day on TV has to be one of the hardest creative tasks. Geico has managed just that with a simple idea. End the commercial at the beginning. Not only do you get the message but you still want to hang around waiting for the end." - Sir John Hegarty, worldwide creative director, BBH
- Honda ‘The Other Side’ (Wieden + Kennedy, London)
"Winning a lion for your client is always special, but it’s more special when that client becomes the talk of the festival. Wieden + Kennedy London’s ‘The Other Side’ for Honda will be talked about.
A YouTube film that’s actually two separate films to showcase different sides of the car, you press your ‘R’ key to toggle between an action version featuring the sporty Civic Type R (that’s why the ‘R’), and a family version featuring the standard Civic. The parallel stories are expertly matched, it’s a kick going back and forth. And you find yourself going through it again to see things from each version you missed the first time. Highest compliment I can give: made me jealous." - David Lubars, chief creative officer, BBDO Worldwide
"This is a clever idea, brilliantly executed by director Daniel Wolfe. Wolfe is a real talent – he featured in our New Directors’ Showcase in 2011, and we have shot a couple of things with him for San Miguel and Guinness." - Kate Stanners, chief creative officer, Saatchi & Saatchi London Group
- John Lewis ‘Monty the Penguin’ (Adam&EveDDB, London)
"The Christmas ad of the year came from John Lewis in the UK. Monty the Penguin captured the imagination of a nation. An emotional story of love and magic through a child’s eyes. The integration of this idea is a masterclass in amplification and activation." - Mark Tutssel, chief creative officer, Leo Burnett Worldwide
- Ikea ‘Bookbook’ (BBH, Singapore)
"A brilliant take on our obsession with technology. By reversing the tables we can see the value of a printed catalogue. Smart, funny and perceptive. It plays that classic creative trick of juxtaposing one idea against an opposite one. Analogue rules, OK!" - Sir John Hegarty, worldwide creative director and founder, BBH
- Under Armour ‘Will Beats Noise’ (Droga5, New York)
"Supermodel Gisele Bündchen stands firm with Under Armour in the face of real-time social commentary from both haters and supporters. Gisele remains focused, willing what she wants, amongst the noise of contradicting opinions." - Mark Tutssel, chief creative officer, Leo Burnett Worldwide
- Volvo ‘Life Paint’ (Grey, London)
"I love products, inventions. I have a little book full of stuff I want to build. So hats off to Life Paint and a monkey on it to win at Cannes. Yes, there may be rumblings about whether the agency actually invented it or not, but that misses the point. The real genius is that the client is not a paint company or even a bike company. It’s Volvo. A truck company trying to save cyclists’ lives." - Emma de la Fosse, chief creative officer, OgilvyOne EAME