The Cannes Lions seasons is upon us and there are blogs posts, tweets and Facebook updates galore on winning work, agency predictions and so on. I am not a keen follower of the various ‘categories’ and which work is shortlisted where. But herewith some interesting work likely to win – these have been compiled from various sources including Leo Burnett, Adweek and others.
To quote the official website: ‘The Innovation Lions honour innovative, brand-aligned ideas and business solutions. Standalone technological solutions including tools, models, platforms and other forms of adtech will also be recognised’.
3. Glass Lions
To quote the official website: ‘The Glass Lion recognises work that implicitly or explicitly addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising‘.
4. Branded Content
6. Film Craft
7. Mobile & Outdoor
Interestingly, I have touched upon many of the creative projects on my blog in the recent past:
Geico: uncommon thinking
Honda Civi R: brilliant on all fronts
Volvo Life Paint: when brand action creates buzz
Nike Last Game: epic story telling
John Lewis: #MontythePenguin:John Lewis does it again
Land Rover: how brand love is earned
Despite following and subscribing to a lot of advertising blogs and aggregators, lot of the work was new. I loved the films for Du Tuesdays and the Chrome extension from Momondo. However, I could not help feel that some of the work was to showcase creative thinking and innovative use of technology rather than solve a real business problem. Take the Momondo Chrome extension for example, are we going to jet off to every city that we come across in a random article or post every day? I don’t see how it really helps more bookings on an everyday basis through Momondo. I don’t know enough about the on-ground impact of the iodine bindi but I suspect it is unlikely to have created a massive improvement in iodine uptake (I could be wrong though). The ‘Nazi against Nazi’ idea too was brilliant but was the impact beyond that day’s event? No, this is not a case of sour grapes but a genuine wish that more advertising creative ideas come into play to solve real business problems on a large scale. On that note do read this thought provoking article about Cannes.
Which ones were your favourites? Do comment in.