Cannes Lions

What Will Win at Cannes: Glenn Cole

72andSunny's Co-Founder/CCO Believes Effectiveness Should Play Bigger Role at Festival

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Advertising Age and Creativity checked in with top agency creatives and execs around the globe to find out what's likely to take home the hardware at the 2015 Cannes Lions International Festival of Creativity. Leo Burnett's "Like a Girl" for Always, which has already earned major nods at other festivals, was top of mind for many, as was Honda's double-sided digital experience "The Other Side" from Wieden & Kennedy London. The industry leaders also shared their opinions on what trends we'll be seeing and what the festival needs to get even better.

Glenn Cole, co-founder, chief creative officer, 72andSunny offers his predictions below.

Ad Age: What will win big this year?

Mr. Cole: "Like a Girl" by Always. It's culturally relevant. Universal. Surprisingly emotional. "The Other Side" by Honda. This inspired more jealousy than anything else last year.

Ad Age: What's the best work from your region?

Mr. Cole: Tesla's "Insane Mode." The name alone is brilliant marketing. But the test video of passenger reactions puts it over the top. Simple, authentic, audacious, awesome.

Ad Age: What trends do you predict among the winners?

Mr. Cole: Authenticity. Work that creates real emotional connections. The world is starving for truth, and Cannes juries tend to reward work that finds a deeper truth.

Ad Age: What does Cannes need more of?

Mr. Cole: The tighter marriage of craftsmanship and effectiveness. They shouldn't be separable.

Ad Age: What does Cannes need less of?

Mr. Cole: Categories. It's a running joke now.

Ad Age: What would make Cannes better?

Mr. Cole: Applying 10% of all those smart people's time towards solving a big world problem or two. We might actually get somewhere. (Better Wi-Fi wouldn't hurt either.)

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