Cannes Lions

What Will Win at Cannes: Valerie Cheng and Wain Choi

Top Creatives From Asia Eye Honors for Ikea, Ad Council, Always

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Valerie Cheng, JWT Singapor CCO
Valerie Cheng, JWT Singapor CCO

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.

JWT Singapore Chief Creative Officer Valerie Cheng and Cheil Worldwide Global VP-Exec Creative Director Wain Choi offer their thoughts below.

Ad Age: What will win big this year?|

Ms. Cheng: The Ad Council's "Love Has No Labels" by R/GA [an installation that showed skeleton couples coming together, later revealing that they were mixed-race, homosexual, elderly and more].

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

Ms. Cheng: Ikea's "Experience the Power of a Bookbook" by BBH Singapore [a film that promoted the Ikea catalog as if it were a new technologically innovative product].

Ad Age: What would make Cannes better?

Ms. Cheng: To make sure talks and workshops are more visionary like SXSW, instead of agencies trying to hard-sell their offerings, with the help of celebrities to ensure an audience.

Wain Choi
Wain Choi

Wain Choi, global VP and exec creative director, Cheil Worldwide

Ad Age: What will win big?

Mr. Choi: For me, Always' "Like a Girl" will probably win without a hitch …. It's just a pure insight and a great way to communicate this story.

Ad Age: What does Cannes need more of?

Mr Choi: Cannes is very businesslike compared to when I first went there in the early '90s. We need to go back to the core of why we got into the business in the first place.

Ad Age: What does Cannes need less of?

Mr. Choi: There are too many categories. Even having awards for effectiveness is a bit silly. When you have that does it mean other Lions that won are not effective? There are other shows that award based on effectiveness, let them have that.

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