Cannes Predictions 2012: 25th Anniversary

25 Cannes Predictions1987—2012 Years A quarter century after Donald Gunn initiated Leo Burnett’s annual Cannes Predictions tradition, we are proud to present the 25th Anniversary Edition of the Cannes Predictions Reel. Things have changed profoundly since 1987, when Donald painstakingly collected ¾” reels from all corners of the globe to compile this showcase of the best television commercials in the world. The principles and the processes developed and refined over the years by Donald, as well as other past editors Michael Conrad and Paul Kemp-Robertson, still guide our actions. Leo Burnett Worldwide Chief Creative Officer Mark Tutssel has worked diligently with a global team to select the materials on this year’s reel. We believe the campaigns on this compilation represent some of the most creative work being done in marketing today, and each has a strong likelihood of picking up a coveted Lion at the Cannes Lions International Festival of Creativity. We’ve focused on delivering a cross-section of the best thinking, the finest craftsmanship and most compelling ideas pushing the industry forward. The reel features campaigns from 15 different countries across a wide variety of channels and mediums. For the first time in our 25-year history, fewer than half of the entries are traditional “commercials.” Our reel features integrated case studies, interactive executions, websites, mobile apps, ambient installations, design pieces and many efforts that cannot be easily categorized. The 2012 reel accurately reflects the new media landscape we live in, where great brand ideas are media neutral and can be executed across a range of channels. There is much to analyze and appreciate in this year’s Lion contenders. In addition to the reel, we’re hosting a broader conversation at www.cannespredictions.com, where we delve deeper into the selection process, and see work that might not have made our final cut. And as part of our 25th Anniversary celebration of Cannes Predictions, we’re featuring the last 25 Grand Prix winners from Cannes in a daily countdown until the festival begins. Join the conversation, and have a look at some of the most highly regarded work of the last year. We look forward to seeing you in Cannes!

25 Cannes Predictions1987—2012 YearsOfficial 2012 Selections01. Nike - Jordan “The Explosive Game” 11. Mercedes-Benz “Invisible Car” 21. Doritos “Dip Desperado” 31. Canal “The Man Who Lived In a Film”Wieden + Kennedy / New York / USA Jung von Matt / Hamburg / Germany AMV BBDO / London / UK Try Reklamebyra / Oslo / Norway02. Carlsberg “Bikers” 12. Google “Google Wallet” 22. ESPN “Shake On It” 32. Audi “The Swan”Duval Guilaume / Brussels / Belgium RGA / New York / USA Wieden + Kennedy / New York / USA BBH / London / UK03. Sony — Playstation 3 “Michael” 13. LG — OLED TV “The Thief” 23. Google & OK Go “All Is Not Lost” 33. Google Chrome “Dear Sophie”Deutsch / Los Angeles / USA Y&R / Amsterdam / Netherlands Hakuhodo / Tokyo / Japan BBH & Google Creative Lab / NYC / USA04. Canal+ “The Bear” 14. Nike “Addiction” / ”Before & After” 24. The Village Voice “New York Types” 34. UNA — ONLUS “Hate”BETC Euro RSCG / Paris / France F/Nazca Saatchi & Saatchi / Brazil Leo Burnett / New York / USA JWT / Milan / Itlay05. DirecTV “Cable Effects” 15. Nike “My Time Is Now” 25. Target “Little Marina” 35. United Colors of Benetton “UnHate”Grey / New York / USA Wieden + Kennedy / London / UK Mother / New York / USA 72andSunny / Los Angeles / USA06. Coca-Cola “Polar Bowl” 16. Carling Black Label “Be the Coach” 26. Organ Donor Foundation “Leila” 36. Troy Library “Book Burning Party”Wieden + Kennedy / Portland / USA Ogilvy / Cape Town / South Africa Lowe Bull / Cape Town / South Africa Leo Burnett / Detroit / USA07. Barnardo’s “Life Story” 17. K-Swiss “MFCEO” 27. Intel “Museum of Me” 37. Harvey Nichols “Walk of Shame”BBH / London / UK 72andSunny / Los Angeles / USA Projector / Tokyo / Japan DDB / London / UK08. P&G “Best Job — Olympics” 18. 7-Eleven — Slurpee “BYO Cup Day” 28. Little Monster “Take This Lollipop” 38. American ExpressWieden + Kennedy / Portland / USA Leo Burnett / Melbourne / Australia Tool of N. America / Los Angeles / USA “Small Business Gets an Official Day” CP+B & Digitas / Boulder & NYC / USA09. Greenpeace “Oil On Canvas” 19. Ubisoft - Just Dance 3 “Autodance” 29. The Guardian “Three Little Pigs”Publicis Mojo / Auckland / New Zealand CP+B / Gothenburg / Sweden BBH / London / UK 39. John Lewis “The Long Wait” Adam & Eve / London / UK10. Austria Solar “Solar Annual Report” 20. BGH “Dads With Briefs” 30. Australian Census “Spotlight”Serviceplan / Munich / Germany Del Campo Nazca Saatchi & Saatchi / Leo Burnett / Sydney / Australia 40. Chipotle “Back to the Start” Buenos Aries / Argentina Creative Artists Agency / Chipotle / USA

25 Cannes Predictions1987—2012 Years2012: Trends and Themes Customization More than a third of the reel features communication that offers people a unique personalized experience. This is the continuation of a trend towards customization that’s been developing for several years. Whether it’s a brand like 7-Eleven offering customers the chance to bring their own cup and fill it with Slurpee, or Intel helping Facebook users build a Museum out of their data, agencies are finding ways to empower people to participate in a brand experience. Advertising is no longer a one-way street, but a dialogue between brands and people. It’s evident everywhere this year: Carling Black Label lets football fans “Be the Coach” of their favorite team, Google Chrome works with band OK Go to develop an interactive music video that viewers can sculpt their own messages into, and American Express gives small business owners a kit enabling them to develop their own unique advertising. The future points towards brands co-creating content with people, using their public data to provide increasingly richer and more rewarding experiences. Theater Of The Streets: Epic Spectacles That Engage & Confound Another trend we’ve noted from previous years is the way brands are utilizing street theater to spark conversations, inspire crowds, and build their audience. When we say “street theater,” we mean the staging of giant public displays of art that are both experiential and interactive. Nike Jordan’s “Explosive Projections” is a fantastic example of a brand building hype through the use of a grand act on a huge scale. Target’s “Little Marina” campaign is another case, in which a giant, amazingly lifelike, animatronic robot takes to the streets of New York’s Fashion Week. The brilliant “Invisible Drive” execution from Mercedes-Benz in Germany bypasses traditional media to create a stunt on the streets that quickly became a viral phenomenon online. Brands that weave themselves into the fabric of cities through engaging and awe-inspiring acts should do well this year. Craft As always, work that is crafted impeccably is likely to impress the juries at Cannes. Nike’s films from F/Nazca Saatchi & Saatchi in Sao Paulo and Wieden + Kennedy London are each amazing. We delighted in the brilliant structure of Barnardo’s “Life Story,” as well as the gorgeous sound design of the “Leila” spot for the Organ Donor Foundation in South Africa. The writing of DirecTV “Cable Effects” work is marvelous, and the direction and editing of the Sony PlayStation “Michael” commercial also won over our team. We especially loved Chipotle’s “Back to the Start” film, a piece many think could be this year’s Grand Prix.

25 Cannes Predictions1987—2012 Years2012: Trends and Themes Provocation Some of the most unforgettable work of the year is built on platforms designed to raise the ire of people everywhere. Benetton’s “UnHate” campaign triggered outrage across the planet, while brands like K-Swiss sought to re-position themselves with their “MFCEO” effort, which broke from category convention by employing tactics and a brand attitude that borders on offensive. This tongue-in-cheek desire to push people out of complacency is also heavily present in work like the Troy Library’s “Book Burning” campaign, and in Little Monster’s confrontational “Take this Lollipop.” Even Greenpeace used the approach with a brilliant outdoor effort in New Zealand that used visuals that simply couldn’t be ignored. In an environment where people can easily tune out, many brands that stuck out this year were those that sought to infuriate and provoke—with communication that demanded engagement. Future Facing Techniques Every year we feature a number of cases that illustrate new techniques to reach people. This year, we’ve included campaigns like Coca-Cola’s “Polar Bowl” campaign that ran during the Super Bowl, which targets multiple screens simultaneously and is one of the most effective approaches we’ve ever seen to simultaneously communicate with people on their TVs and mobile devices. We’re also deeply impressed with the Google “Wallet” application, which transforms your mobile phone into a device that can pay for purchases by swiping it at cash registers. Another notable entry is the “Solar Annual Report,” a publication printed with special inks that are activated by sunlight. Nike’s “My Time Is Now” is another example of a rich online film that contains multiple levels of depth allowing viewers to discover hidden “tunnels” in the video. Many of our 2012 selections are examples of work that requires new and emerging techniques to execute properly... and more than a few would’ve been impossible dreams just a few years ago. Narrative Twists Stories that are familiar and cliché rarely capture people’s imagination anymore, and we’re proud to offer a few entertaining spots this year that have unexpected conclusions and twists built into narratives. Work like the hugely popular Canal+ “Bear” spot, John Lewis’ “Long Wait,” or Audi’s “Swan” each merit multiple viewings, as does the Guardian’s retelling of the “3 Little Pigs” fable. People remember films that tell unexpectedly rewarding stories.

25 Cannes Predictions 1987—2012 A Look Back YearsAdvertisers of the Year:A few of our favorites before they were famous 2011: IKEA “Little Cars” Gold Lion, 2002 2010: Unilever Vim “Prison Visitor” 2010: Unilever Gold Lion, 2004 2009: Volkswagen “Lamppost” Gold Lion, 19982012: Mars 2007: HondaOur favorite: “Cog”Skittles “Touch” • Gold Lion, 2008 Gold Lion, 2003 2005: Sony “Double Life” Silver Lion, 1999 2003: Nike “Morning After” Gold Lion, 2000

25 Cannes Predictions: A Look Back1987—2012 YearsBlockbusters, Epics and DazzlersTo surprise and delight is easier said than done. In the past quarter century, here are 12 spotsthat stand out as shining standards in rewatchability. Guinness “Surfer” Sony Bravia “Balls” Levi’s “Odyssey” 1999 2006 2002 Abbott Mead Vickers BBDO Fallon Bartle Bogle Hegarty London London London UK UK UK Blackcurrant Tango Nike “Good vs Evil” Honda “Impossible Dream” “Saint George” 1996 2006 1997 Wieden & Kennedy Wieden + Kennedy HHCL & Partners Amsterdam London London Netherlands UK UK Carlton Draught “Big Ad” Sony PS2 “Mountain” Volkswagen “Night Drive” 2006 2004 2008 George Patterson Y&R TBWA DDB Melbourne London London Australia UK UK Xbox “Champagne” Volvo “Twister” T-Mobile “Dance” 2002 1995 2009 Bartle Bogle Hegarty Abbott Mead Vickers BBDO Saatchi & Saatchi London London London UK UK UK

25 Cannes Predictions: A Look Back1987—2012 YearsLoudest LaughsIt might be said that humor is the one constant at Cannes. It’s a language that transcendsborders and strikes Gold year after year. Rolo “Elephant” Bangkok Insurance “Tyre” Toyota “Bugger” 1996 2006 1999 Ammirati Puris Lintas Creative Juice / G1 Saatchi & Saatchi Amsterdam Bangkok Auckland Netherlands Thailand New Zealand Braahens “Naked Lunch” Budget “Aromatherapy” Crest “Bulldozer” 1993 2000 2008 Leo Burnett Cliff Freeman & Partners Saatchi & Saatchi Oslo New York New York Norway USA USA Fox Sports “Nail Gun” Talens Rubber Cement Viagra “Golf” 2002 “Nuns” 2005 TBWA Chiat Day 1992 TAXI Los Angeles Casadevall Toronto USA Madrid Canada Spain John West “Bear” EDS “Cat Herders” Alka-Seltzer “Lifeboat” 2001 2000 1997 Leo Burnett Fallon McElligott Abbott Mead Vickers BBDO London Minneapolis London UK USA UK

25 Cannes Predictions: A Look Back1987—2012 YearsGamechanging Moments BMW “BMW Films” 2001 BMW enlists A-list directors including Tony Scott and John Woo to direct a series of riveting shorts. While the clips are too long to be eligible for the Film category, the effort paves the way for the Titanium Lion. Lions honor effectiveness 2011 No Film Grand Prix! The inaugural Grand Prix for 1995 Creative Effectiveness goes to In a highly controversial AMV BBDO London’s decision, a jury chaired by “Sandwich” effort for Walkers Frank Lowe opts not to award crisps. a Film Grand Prix. We still think Levi’s “Drugstore,” a Gold Lion, would’ve made a fine top prize. 17 of 22 Jurors Agree Obama For America 2005 2009 Has there ever been a more President Barack Obama’s 2008 unanimous Film Grand Prix than campaign for the Oval Office Honda “Grrr”? This 90-sec- becomes the first major political ond ode to ‘hate’ was the first effort to sweep the show, animated spot to take the top earning Grand Prix in both prize in decades. Oh, and it also the Titanium and Integrated picked up a Titanium. categories.

25 Cannes Predictions: A Look Back1987—2012 Years Stats: 1987-2012 • 23 of 24 Grand Prix included on reel • Average 91% of reel entries included on Shortlist • Average of 80% of reel entries earn Lions 2011 • Seven Grand Prix winners included on the reel • Work from the reel went to win 104 LionsBut wait, that didn’t win?!Sure, we’ve called a Nike “Freestyle” • 2001 McDonald’s “Tooth Fairy”few that didn’t bag a The buzz surrounding this ode to 2001Lion... here are four court skills was epic, with many Alright, this is one of our own, considering it a potential Grand but we still think it’s a charmer.that deserve a second Prix. It went on to be shortlisted,look. though earned no metal. BBC “Rush Hour” • 2002 Wrangler “Ride” • 2001 It turns out this daredevil This gorgeous tale of a journey parkour artist’s death-defying across America won plenty of commute home turns out to be accolades at other top shows, fueled by his passion for BBC. but fell short in Cannes. Unfortunatley, jurors weren’t as passionate about the film as audiences... shortlist, but no Lion.

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Cannes Predictions 2012: 25th Anniversary

by Leo Burnett Worldwide on Jun 05, 2012

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