Cannes Lions

What Will Win at Cannes: Fred Saldanha

Isobar's Americas CCO Sees Smart Data as a Big Trend

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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.

Fred Saldanha, the recently appointed Isobar chief creative officer, Americas offers his opinions below.

Ad Age: What will win big this year?

Mr. Saldanha: The viral blockbuster of the year, "Like a Girl." It's so simple and yet so powerful. And that explains why this campaign has burst onto pop culture.

Ad Age: What is the best work from your region?

Mr. Saldanha: F/Nazca Saatchi & Saatchi's Leica "100" campaign [from Brazil]. Incredible, meticulously crafted images. I think it's the perfect homage to the brand and to the great photographers of the last century.

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

Mr. Saldanha: In the digital environment, I see the increasing use of "smart data," be it in advertising campaigns or in innovative services designed to facilitate or to change people's lives.

Ad Age: What does Cannes need less of?

Mr. Saldanha: It should give out fewer awards. I understand that this is not an easy task, but I feel that, in the current path, we are trivializing the achievement of each Lion.

Ad Age: What would make Cannes better?

Mr. Saldanha:To apply the Innovation Lions judging criteria in other categories, in which the nominees to the shortlists must go in person to defend their idea and answer questions from judges.

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