Cannes Lions

What Will Win at Cannes: Gerry Graf

Barton F. Graf 9000 Founder Says Best Work and Big Winners Are Different Things

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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.

Barton F. Graf 9000 founder Gerry Graf gives his thoughts on "big" winners below.

Ad Age: What will win big this year?

Mr. Graf: What will win big and what the best work is are two different things. The best work I have seen this year includes Allstate's "Mayhem Sale," Spotify's "Year in Music," Google's "Made with Code: Holiday," GE's "Enhance Your Lighting" and Uniforms for the Dedicated's "Rag Bag."

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

Mr. Graf: I've noticed a trend in apps that help children with various ailments. Those seem to be automatic gold in award shows.

Ad Age: What does Cannes need more of?

Mr. Graf: Cannes needs to award more campaigns that sell things.

Ad Age: What would make Cannes better?

Mr. Graf: I'd like to understand how they pick their juries. It's a bit mysterious. An award is only as good as the level of talent judging them.

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