Trends Cannes Lions by & nbsp; Leo Burnett
Every year, Leo Burnett Worldwide presents the Cannes Forecast. The global creative team, led by & nbsp; Mark Tatssel, compiles a list of the most likely applicants for & nbsp; Cannes Lions & nbsp; - and, as a rule, the accuracy of predictions reaches 85%. On the eve of this event, Executive Chairman & amp; Global CCO agency announced 5 trends in the advertising industry.
In Cannes Forecast Moscow will be held on June 8 June in the format of a closed event at one of the best summer terraces. By & nbsp; tradition, one whose forecast will be as close as possible to & nbsp; the choice of the Cannes jury will win registration at the & nbsp; Cannes Lions Creativity Festival.
In & nbsp; this year, Mark Tatssel will become president of the jury of the new Sustainable Development Goals Lions nomination. “For Cannes Lions, this year & nbsp; is a year of change. The new simplified nomination system will allow more than ever to focus on & nbsp; real and & nbsp; pure creativity. The advertising industry is changing for & nbsp; us in front of & nbsp; eyes. And & nbsp; it’s extremely important from time to time to pause to pay tribute to people whose innovative ideas make a huge contribution not only to & nbsp; development of the industry, but & nbsp; and & nbsp; of all humanity to & nbsp; overall, & nbsp; said Leo Burnett creative director.
Epicness never & nbsp; goes out of & nbsp; fashion. Vivid examples & nbsp; - the blockbuster "Nothing will defeat the Londoner" from & nbsp; Nike and & nbsp; "This is all the Tide advertisement" from P & amp; G. The strongest rivals in the & nbsp; fight for & nbsp; award in & nbsp; Film Lions. & Nbsp; both & nbsp; have excellent performance and & nbsp; an unforgettable story.
Filmed on & nbsp; 16 & nbsp; mm film "Nothing will defeat the Londoner" perfectly conveys the spirit of the city. Nike casted among 250 native Londoners, including celebrities. All heroes go through the thorny path of athletes.
Tide undoubtedly won the & nbsp; Super Bowl race this year & nbsp; thanks to a series of commercials that, unexpectedly for everyone at the & nbsp; end, turned into a & nbsp; Tide ad. For & nbsp; four Super Bowl ad units, more than a dozen videos were shown, making the #TideAd hashtag the most popular.
The trend at & nbsp; showing significant moments of life is clearly visible. The relationship between parents and & nbsp; children is vividly shown in & nbsp; two videos from & nbsp; Cadbury’s and P & amp; G.
The story of a little girl who wants to give her mom a chocolate bar for a & nbsp; birthday in the & nbsp; Cadbury’s video doesn’t & nbsp; leaves anyone indifferent. In & nbsp; including the seller in the & nbsp; store, which, in the quality of payment for & nbsp; chocolate, the girl can offer only the contents of her pockets.
A difficult dialogue about & nbsp; inequality and & nbsp; discrimination against black children and & nbsp; their & nbsp; parents showed P & amp; G in & nbsp; Talk campaign.
A kaleidoscope of colors, charm and & nbsp; wit & nbsp; is another feature of this year's campaigns. Audi brand beautifully beat their technology, showing how easily they can cope with & nbsp; clowns on & nbsp; road.
Apple introduced the HomePod speaker system in the “Welcome Home” video with & nbsp; help from the performance of the singer and & nbsp; FKA Twigs dancer and & nbsp; Spike Jones' impeccable direction. Moreover, the video was shot with & nbsp; minimal use of CGI effects & nbsp; - the bet was placed on & nbsp; sophisticated hydraulics.
The concept of “agile” remains the key. So, Orange Telecom in the “Now or Never” campaign plays on the & nbsp; world fever in & nbsp; on the eve of the & nbsp; World Cup and & nbsp; difficult period for the & nbsp; national Egyptian team.
& Nbsp; KFC demonstrated how to turn problems into & nbsp; benefits. Being on the brink of crisis, they launched the FCK campaign, which has every chance of winning Lviv. The campaign was a response to the & mbsp; force majeure situation, when all the chicken suddenly ended in & nbsp; the territory of the United Kingdom.
In & nbsp; this year, brands have once again shown the importance of personalization. In & nbsp; New Zealand, Pedigree made its debut in & nbsp; the mobile accessories industry & nbsp; - the Pedigree Selfie STIX device holds your dog’s favorite treat, and & nbsp; you can & nbsp; make this a perfect selfie with & nbsp;
And & nbsp; we conclude on a & nbsp; rainbow note & nbsp; - Skittles brought personalization to & nbsp; a new level by making the Exclusive Rainbow draw special for the Super Bowl. For & nbsp; three weeks before the & nbsp; Cup, they announced that in & nbsp; this year, only one person & nbsp; will see the long-awaited advertisement - a longtime Skittles fan Marcos Menendez. All the rest were asked to see only Marcos reaction through a live broadcast on & nbsp; Facebook, but not & nbsp; not & nbsp; the advertisement itself. However, & nbsp; less, this ad, shot and & nbsp; shown for just one single person, has become the most talked about in & nbsp; brand history.