Nike, Adidas, Volvo Trucks and NZ Transport Agency make Leo Burnett Cannes predictions

By Rosie Baker | 10 June 2014

Leo Burnett has stuck its neck out and put its money on Volvo Trucks, Nike, Adidas and the New Zealand Transport Agency as frontrunners in the Cannes Lions awards ahead of the festival next week. But there's no Aussie talent in the mix.

The predictions from the agency network's global team led by Leo Burnett Worldwide’s chief creative officer Mark Tutssel include New Zealand Transport Agency's “Blazed” campaign by Clemenger BBDO New Zealand but the rest of the 25-strong list is dominated by UK and US campaigns.

The agency claims its predictions in previous years have had 84% accuracy and an “unparalleled” track record.

“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.”

Advertisers are harking back to the simple product demo format, but giving it a new twist, according to Tutssel, citing Swedish shop Forsman & Bodenfors' Volvo Trucks’ “Live Test Series” ad which is one of the most hyped campaigns ahead of Cannes.

Apps with utility like Nike's SB skateboarding app will do well in the new branded technology category within the Cyber Lions, the agency reckons.

Brands that use campaigns to build an emotional relationship are also tipped to do well like Honda’s “Sound of Honda / Ayrton Senna 1989,” which used technology to immerse F1 fans in a recreation of the racer’s lap and French charity the Mimi Foundation’s “If Only For A Second” that captured a rare moment of “carefreeness” in the lives of cancer patients. LINK

Documentary style content is making a comeback to create cutrhough in a landscape dominated by tweets and bite-sized content. Leo Burnett tips Guinness for its “Sapeurs” documentary created by AMV BBDO London. Tutssel reckoned the NZ Transport Agency's anti-drug campaign Blazed is a “masterpiece”.

Leo Burnett's full predictions include:

Cannes Predictions – Top 25 Contenders

This year’s Cannes Predictions include:

1. Guinness “Sapeurs” by AMV BBDO / London, UK

2. Not Impossible Labs + Intel “Project Daniel: 3D Printing Prosthetic Arms” The Ebeling Group / Not Impossible Labs / Venables Bell & Partners / Venice, USA

3. Skype “The Born Friends Family Portrait” Pereira & O’Dell / San Francisco, USA

4. British Airways “The Magic of Flying” OgilvyOne / London, UK

5. New Zealand Transport Agency “Blazed” Clemenger BBDO / Wellington, New Zealand

6. Colombian Ministry of Defense “You Are My Son” Lowe SSP3 / Bogota, Colombia

7. Harvey Nichols “Sorry I Spent It On Myself” Adam&EveDDB / London, UK

8. Mimi Foundation “If Only For A Second” Leo Burnett / Paris, France

9. Volkswagen – Side Assist “Living Room” / “Bathroom” / “Bedroom” AlmapBBDO / Sao Paulo, Brasil

10. Terre des Hommes “Sweetie” Lemz / Amsterdam, Netherlands

11. HBO GO “Awkward Family Viewing" SS+K / New York City, USA

12. P&G – Old Spice “Smellcome to Manhood” Wieden + Kennedy / Portland, USA

13. Chipotle “The Scarecrow” Creative Artists Agency + Moonbot Studios / Los Angeles, USA

14. Google + Warner Brothers “A Journey Through Middle Earth” North Kingdom / Skellefteå, Sweden

15. Inakadate Village “Rice-Code” Hakuhodo / Tokyo, Japan

16. Brazilian Association of Organ Transplantation “Bentley Burial” Leo Burnett Tailor Made / Sao Paulo, Brazil

17. 350 Action “Climate Name Change” Barton F. Graf 9000 / New York City, USA

18. Honda “Hands” Wieden + Kennedy / London, UK

19. Samsung “Maestro’s Academy – Smart Bike” Leo Burnett / Milan, Italy

20. Honda – Internavi “Sound of Honda / Ayrton Senna 1989” Dentsu / Tokyo, Japan

21. Nike “The Nike SB App” R/GA / New York City, USA

22. Adidas “D Rose Jump Store” TBWA / London, UK

23. Southern Comfort “Karate” Wieden + Kennedy / New York, USA

24. Newcastle Brown Ale “If We Made It” Droga5 / New York City, USA

25. Volvo Trucks “Live Test Series: The Epic Split” Forsman & Bodenfors, Sweden

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