Cannes Lions

What Will Win at Cannes: Fernando Osuna

Lopez Negrete's Chief Creative Officer Sees Big Lions for Nike, Ikea and Honda

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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.

Fernando Osuna, chief creative officer at Lopez Negrete Communicationsin Houston, Texas shares his predictions below.

Ad Age: What will win big this year?

Mr. Osuna: Honda's "The Other Side" and Nike's "Risk Everything" football campaign, both from Wieden & Kennedy. Both did something unique: Honda created a dual story so well-produced and synced, showing what interactive truly means, and Nike broke away from the "anthemic" World Cup films. Ikea's visually stunning "There's No Bed Like Home" from Mother London will be another big winner in TV. In Cyber, the interactive short film from G-Shock, "Five Minutes," because you can't go wrong with an interactive live-action game with zombies. For Outdoor, Hong Kong Cleanup's "Face of Litter" blew my mind. It's truly one of a kind and possibly a Grand Prix contender.

Ad Age: What is the best work from the U.S. Hispanic market?

Mr. Osuna: Volvo's "Hijacking Car Service" from We Believers [in which Volvo offers car buyers going to a rival's dealership a ride there in a Volvo]. It's clever and simple, the kind of idea you wonder why it is that no one had it before. The Mexico Tourism Board's "Snow Graffiti" [messages about beaches written in snow during Chicago winter] from Lapiz—simple, smart, inexpensive and engaging. The California Milk Processor Board's "Brave" spot from Grupo Gallegos [showing a boy who grows up to be a firefighter reminiscing over a glass of milk]. Beautiful TV spot, produced the right way, with a lot of love for the copy.

Ad Age: What would make Cannes better?

Mr. Osuna: Maybe Cannes should add another jury to create a level playing field without industry influence. Perhaps a mix of advertisers and consumers would vote for the pieces around the globe. It could be refreshing to have "People's Choice" awards introduced into the festival.

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