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.
Lisa Donohue, CEO, Starcom USA gives her predictions below.
Ad Age: What will win big this year?
Ms. Donohue: "The Other Side" for Honda is going to win a lot of trophies. It's a great, fun idea for that audience in the "Choose Your Own Adventure" style that couldn't be more spot-on for that target.
Ad Age: What's the best work from your region?
Ms. Donohue: "I Will What I Want" from Under Armour is an interesting case. It has a great insight that they brought to life through real-time interactivity, starting the conversation around the campaign and then making it live within that context. They paid it all the way through and got rewarded for it.
Ad Age: What trends do you predict among the winners?
Ms. Donohue: I think we'll see a lot of work celebrating diversity and especially aimed at empowering young women. There's a great insight in "Like a Girl" about girls' confidence dropping as they mature, and you can find echoes of that in other work like Google's "Made with Code." I love the Allstate "Envia Mala Suerte" work here in the States for how simply the brand became a part of everyday World Cup conversation. There's a lot that brands can do to empower, not just enable, and there's so much more potential to be had there.
Ad Age: What does Cannes need more of?
Ms. Donohue: Cannes has become a major networking event, which is fine, but I'd like to see an even stronger focus on the work. I always walk away from this week inspired by the creativity and risk-taking showcased during the award shows, and anything we can do to emphasize the work, the better off the entire industry will be.
Ad Age: What does Cannes need less of?
Ms. Donohue: Less days of the festival. It's nine days if you start with the Health competition, but there are certainly worse places to spend that time.