Metro’s adorable doomed critters, Dove’s feel-good portraits, Felix Baumgartner’s history-making freefall -- who will take home the big Lions at this year’s Cannes International Festival of Creativity? Ad Age polled the world’s creative leaders to get their opinions on this year’s top winners. Stay tuned throughout the week for more thoughts on the festival from global creative leaders, including on want should win, but probably won't, and what they'd like to see less of, when it comes to awards shows.
Metro Dumb Ways to Die
The most impressive contender is, without a doubt, Red Bull Stratos. It’s one of the most spectacular and well-executed campaigns I’ve seen in a long time. The production was so impeccable that, as a consumer, I felt like I was witnessing something truly historic. –Jaime Rosado, VP, regional creative director for Puerto Rico & Latam, JWT San Juan
Dove “Real Beauty Sketches”
My only yardstick for great work is jealousy. Which is, "Why the hell didn't I think of that?” And there are a few campaigns that have made me feel like that. Nike’s 'Find your greatness' is truly inspirational work from a truly inspirational brand. The thought is empowering and the film is brilliant in its simplicity. -- Abhijit Avasthi, National Creative Director, Ogilvy India
The NYC 1993 stuff [out of Droga5 N.Y.] should do well, even though it’s small. In its use of pay phones, it took a dying medium and found a new creative use for it.The Anar Foundation lenticular poster from Spain should kill it as well. It’s interesting that the good case studies these days are as popular with the public as they are with jurors, this one has close to 8 million hits.-- Nils Leonard, Grey, London
Water Is Life "Hashtag Killer,"out of (DDB / New York)
This work [Water is Life and Coke (below)] all has social at its core, rather than as an afterthought or add-on. It’s clear the creatives challenged themselves to give people a reason to care and share. -- Chloe Gottlieb, SVP, ECD, R/GA New York
Coca-Cola "Small World Machines (Leo Burnett, Sydney/Chicago)
How could Coca Cola not get awarded for "Remix"/'Amplifier'/"Small Machine"? Alongside Kmart's 'Ship my Pants', Evian's 'Baby and Me' and 'Susan Glenn' by Axe. I'm hoping one my favourite campaigns from last year, Directv will continue to pull golds with 'Dinner Party' and 'Pizzeria'. And 'Dumb Ways to Die' is sure to pick up something.--Elspeth Lynn, Group Executive Creative Director at M&C Saatchi, London
Channel 4 "Meet the Super Humans"
I love the message in this spot, the choice of music and the way the film has been executed. When watching this ad I get the same feeling I had when I first heard ‘Eye of the Tiger’ in Rocky III. --Justin Drape, CCO/Co-founder, The Monkeys, Sydney