Leo Burnett Malaysia Cannes prediction 2016
LEO Burnett Malaysia hosted its 29th Cannes Predictions recently to showcase a cross-section of the industry’s most acclaimed work to its top clients.
This was the most awaited screening predictions in the industry that leverages on the strengths of Leo Burnett’s global network of agencies to craft a cohesive, integrated campaign with complementary components produced by teams from across the world.
“Creative visionaries from all around the world continue to set the stage by producing work that arouses emotions and touches hearts. We want to educate, inspire, and engage our clients on new creative possibilities and techniques available to them. In addition, Cannes Predictions is held to position Leo Burnett as a leading voice in both local and global context driving the conversation about the year’s most impactful and innovative ideas and campaigns,” says Tan Kien Eng, CEO of Leo Burnett Group Malaysia in a statement.
The agency also demonstrates how creativity without borders can be implemented to promote and publicise a single event hosted around the world.
Below are some of this year’s key trends by the agency that represents the year’s most imaginative and innovative thinking from all corners of the industry:
> From innovation to invention
The impact of technology has been the biggest theme to emerge from Cannes over the past 10 years, the agency said. Technology has touched everything from media to production and everything in between, but this year Leo Burnett is seeing that innovation is happening in the form of invention.
While the Nike+ Fuelband was one of the first manifestations, the agency is just starting to see the trend gain maturity – last year’s efforts like Optus “Clever Buoy” and Samsung “Safety Truck” paved the way by demonstrating the power of pure invention, it adds.
This year, works like Samsung “BrainBAND,” If Insurance “Slow Down GPS” and DB Breweries “Brewtoleum” are leading the pack, proving that the alchemy of creativity and technology mean brands are now limited only by their imaginations, the agency notes.
> How many impressions make an impression?
There’s no question that the role that news media plays in amplifying brand communications has taken prominence in recent years. The number of “impressions” an activation earned is included in nearly every case study at Cannes, and more brands are leveraging real news events to amplify their efforts.
As such, the agency is seeing more blockbuster ideas – like Remy Cointreau Louis XIII Cognac #NotComingSoon, a film starring John Malkovich that’s not set to be released for 100 years – that depend wholly on the muscle of earned media to make their mark. Conversely, it is also seeing more work like Netflix House of Cards “FU2016” that’s hijacking news events with greater scale, ambition and aplomb, and demonstrating that there’s no limit to the size of a conversation a brand can enter authentically.
> Unicorns as media
Madison Avenue is connecting with Silicon Valley in fresh ways, as emerging platforms become new creative canvases. Expect to see more inventive collaborations between brands and tech disruptors, as agencies begin to leverage their potential.
The Art Institute of Chicago “Van Gogh BnB” is one example of how brands are finding new partners to execute ideas that wouldn’t have been possible just five years ago.
> Make it personal
With greater opportunities to tailor product and messaging for consumers, customisation is a topic marketers are working to tackle across the board.
One manifestation of this is in customised content – not necessarily a new idea, but one that’s finally seeing its potential through work like the Beats by Dre “Straight Outta Compton” effort, which demonstrates that giving people the right tools to participate can turn them into your greatest evangelists.
> The art of story-telling by animation
The Pixar-esque quality of the Spanish Lottery film “Justino” has captured the hearts of the industry, with its resounding success at all the major award shows to date. This exquisite moving animated film is one of a few gracing the big screen at Cannes this year.
“ShottaSoCo” from Southern Comfort borrows from the art of Taiwanese animation to weave this phrase into the vernacular.
“Paper” by Honda is stop-frame animation of the highest order, bringing to life thousands of hand drawn illustrations from various artists in a spectacular fashion.
And Harvey Nichols “Shoplifters” marries CCTV footage with highly original emoji-like “robber” animation to give the spot a unique and memorable vibe.