Cannes Predictions: Creatives From Japan, India and Argentina Pick Their Favorites

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Creatives have two clear favorites to win big at the Cannes Lions International Festival of Creativity: the "Old Spice Responses" video campaign and "Nike Write the Future," both by Wieden & Kennedy. Six creatives -- two teams from Argentina and the U.K., and two creatives who have recently moved from New York to Tokyo and Mumbai, respectively -- sound off about their favorite work from around the world and what trends they could do without.

Mariano Serkin and Maxi Itzkoff
Mariano Serkin and Maxi Itzkoff

Maxi Itzkoff and Mariano Serkin
Executive creative directors
Del Campo Nazca Saatchi & Saatchi, Buenos Aires

Without a doubt, our favorite campaign is "The Wilderness Downtown" for the band Arcade Fire [an interactive music video that demos Google's Chrome browser with a personalized tour of your neighborhood]. The project has everything a good idea needs to have today: innovation, surprise, simplicity and above all, engagement.

In social media, we'd like to highlight the M&M's idea "Find Red" [by Proximity Canada] for its use of Google Street View in a very original way.

What would you like to see less of?
Everyone is too into using the latest technology, and they are demanding a big effort on the part of consumers ... 80% of today's ideas are Facebook-, Twitter- or augmented-reality-related. But only 1% of those ideas are actually good.

Masashi Kawamura
Masashi Kawamura

Masashi Kawamura
Co-founder and creative director
Party, Tokyo

"Old Spice Responses," "Uniqlo Lucky Line," and "Nike Write the Future." The "Old Spice Responses" video campaign was an example of brilliant use of social media. Very simple, yet very entertaining. I love it because it doesn't use technology for the sake of it. The creatives understood the literacy of the medium and made entertaining content on the right platform.

Favorites from the region:
I think [Dentsu's] "Uniqlo Lucky Line" [which let people wait in a virtual line for the opening of a new Uniqlo store] was the most effective, and entertaining, online advertisement that came out of Japan last year.

What would you like to see less of?
I hate seeing ads that are obviously made solely for the purpose of entering award shows. There's better use of money than that.

Raj Kamble
Raj Kamble

Raj Kamble
Managing partner
Bartle Bogle Hegarty, Mumbai

The classic Old Spice work became very contemporary with their social-media-response campaign. Obviously that's one of my top favorites this year. I have the experience of working with Procter & Gamble. They are a tough client. I must give huge credit to the agency for getting such unconventional work out through a system that's as tough as a legal system.

"Nike Write the Future." Classic. Can't-go-wrong strategy. Great insight. Big idea. Bigger budget. "Jay-Z's Decoded" [re-creating every page of the memoir] is a great one, and, of course, no one can beat Droga5 when it comes to making an entry video.

Volkswagen's "The Force" [featuring a mini-Darth Vader, by Deutsch, Los Angeles] is fantastic. For the first time in a VW ad, I found lots of human values. It's bigger than their usual Germany technology. And there are some great small [social-media] ideas, like the WWF app for saving paper.

What would you like to see less of?
Scam ads and bad ads that brands pay millions of rupees for.

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