Creativity polled the world's creative leaders on what work will stand out at this year's Cannes Lions International Festival of Creativity. Yesterday, they shared their thoughts on who would take home the big Lions. Among the contenders were Metro's "Dumb Ways to Die," out of McCann, Melbourne, Coca-Cola's "Small World Machines," and Channel 4's moving Paralympics campaign "Meet the Superhumans."
Today, the creatives give us a peek at some of their favorites from their respective regions of the world.
THE UNITED STATES
The Southern Comfort campaign from Wieden & Kennedy. When I saw that I thought 'My god, it has that exactly quality I'm always looking for in work of nailing the creative idea'. This guy just walks down the beach and he doesn't give a shit what he looks like! It's such an attitude and it works so well for the brand.--Calle Sjoenell, Chief Creative Officer, Ogilvy & Mather, New York
I love these projects because of the high level of craft and storytelling that has pushed creativity in the digital medium to a new level: Laika Studios ‘Paranorman,” out of Wieden+Kennedy / Portland; Intel ‘The Beauty Inside’ out of Pereira & O’Dell, San Francisco. –Chloe Gottlieb VP/ECD, R/GA New York
In the charity category, there's a spot for Pedigree called - "Bad Dog, Good Dog" that had me involuntarily sobbing by the end of its 60 seconds. In an actual commercial break. I was completely sucker-punched. I'd love to see that do well.-Dave Kolbusz, ECD, BBH London
It was a very tough year for France and for Europe in general. Some different ideas and executions that I liked include DDB Paris’ literacy campaign, for the National Agency for the Fight Against Illiteracy in France, a simple but powerful idea and quality execution work to bring a previously unknown cause to our attention. Unicef's Three Wise Men and Mary, out of Forsman and Bodenfors, Sweden--beautifully made, funny, and a meaningful message. ALB interactive music clip 'Golden Chains,” from CLM/BBDO, Paris. An elegant music clip that simultaneously sells its content on line, also with elegance -- hard to achieve. -- Remi Babinet, Chairman, Founder, BETC Paris
I loved the 'Bodyform Responds: The Truth' idea. I thought it was genius writing, perfectly performed and 3.4million views and 5000 likes on Facebook must be the record for feminine hygiene. And IKEA 'Playin’ with My Friends' by Mother London, the extended version, is quite mesmerising and delightfully executed. -- Elspeth Lynn, M&C Saatchi
Smile Makers: On the website they’re described as the friendliest collection of vibrators on the planet. It’s also a good idea and design that’s unlike anything else in the category. -- Justin Drape, CCO/Co-founder, The Monkeys, Sydney
Cheil’s campaign for Samsung Life Insurance that turns Seoul’s Mapo Bridge, which is a prime spot for suicide attempts, from a “Bridge of Death” to “Bridge of Life,” is a strong contender from Asia. Motion detectors sense when people get near the edge and warm, emotionally encouraging signs light up. The technology isn’t cutting edge, but the idea has real heart. -- Lo Sheung Yan, aka Mayan, Chairman, Asia Pacific Creative Council, JWT Asia Pacific
In Asia lots of people speak highly of the Thai Health "Smoking Kids" effort, and the fun idea behind the "Filth has nowhere to hide" print campaign by Hakuhodo, Thailand. -- François Grouiller, group strategy director at Fred & Farid Group