Dive Brief:
- Advertising and marketing executives will be gathering later this month in the south of France for the Cannes Lions Awards and one shop has released its predictions for winners.
- Publicis-owned Leo Burnett has an 84% success rate in predicting Cannes award winners.
- In the film category -- the most popular and well-watched -- Leo Burnett has top picks of Beats By Dre's "The Game Before the Game," and Procter and Gamble's Always' "Like a Girl."
Dive Insight:
The Cannes Lions event is a chance for advertising and marketing professionals to celebrate ads of the past year.
“If you look back over the years, the Grand Prix winners, particularly in film, have all had brilliant ideas that served a human purpose, ideas that really portrayed imagination and originality,” Leo Burnett Worldwide Chief Creative Officer Mark Tutssel told the Wall Street Journal.
While ads with a human element touching on vulnerability tend to catch the judges' eyes, Tutssel says there is no clear front-runner this year.
New this year is the Glass Lion award for campaigns that challenge gender equality issues. "The work on this year’s list of Cannes Predictions confronts consumer behaviors head-on, merging messages of real social impact with brand communications, pushing the field in unprecedented directions," according to the Leo Burnett release on the predictions.
