Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: Adweek
One bronze statue will be chasing lots of gold ones on the Croisette next week, as McCann’s Fearless Girl enters the Cannes Lions festival as a heavy favorite for hardware. But it’s hardly the only brilliant work that will be jostling for attention in the jury rooms.
Leo Burnett is out with its 30th annual Cannes Predictions list, and below you can see the selection of ten from their list. If there’s a common thread that connects them, it’s the power of the unexpected.
State Street Global Advisors, “Fearless Girl”
Agency: McCann, New York
Cannes will surely be a coronation for this hugely inventive and spectacularly executed corporate feminist icon, which could win any number of Grand Prix—from Glass, PR and Outdoor early in the week all the way to Titanium on Saturday.
Addict Aide, “Like My Addiction”
Agency: BETC, Paris
This sneaky social campaign put a dark twist on influencer marketing, as BETC made a fake Instagram account for a fictional woman, Louise Delage. She seemed like another chic Parisian, but her endless selfies slowly revealed a troubling drinking problem, shocking the 17,000 unsuspecting followers she amassed in a few months.
Transport Accident Commission, “Meet Graham”
Agency: Clemenger BBDO, Melbourne
The year’s most visually striking safe-driving campaign imagined what humans would look like if we evolved to withstand car-crash forces. Artist Patricia Piccinini’s avant-garde creation went mainstream, as Graham’s odd visage was unmissable in social feeds—and made people consider, paradoxically, the frailty of today’s human body.
Channel 4, “We’re The Superhumans”
Agency: 4Creative, London
Best ad ever made about disability? It might be Channel 4’s joyous three-minute musical for the 2016 Paralympics—a follow-up to Film Craft Grand Prix winner “Meet the Superhumans” from 2012. The top Film winner at The One Show this spring, it would be an upset if it didn’t win at least one of the two Film contests in Cannes.
Ikea, “Cook This Page”
Agency: Leo Burnett, Toronto
Find new foods intimidating? Ikea made it easy with “Cook This Page,” featuring fill-in-the-blank recipes printed with food-safe ink on cooking parchment paper. Add the ingredients right on the page, roll it up and throw it in the oven—and you have a meal. An inspired and useful merger of food and design.
Nike, “Unlimited Stadium”
Agency: BBH, Singapore
The beautiful footprint-shaped design of this running track, which Nike built across a whole city block in Manila, was just the start of its coolness. The 200-meter track was lined with LED screens, inviting runners to engage in a virtual race against avatars of themselves. Experiential sports marketing at its very best.
Sony PlayStation, “Gravity Cat”
Agency: Hakuhodo, Tokyo
Two sisters try to capture a gravity-defying kitten as their apartment very literally turns upside down in this crazy crowd-pleaser from Japan for the video game Gravity Daze 2. The set actually flipped, thanks to some inspired production design, and the handheld camerawork lent this four-minute film an urgent indie vibe.
Amnesty International, “The Refugee Nation”
Agency: Ogilvy & Mather, New York
Ogilvy took home Best of Show at The One Show for designing the lifejacket-inspired flag of Refugee Nation and its Olympic team, and coming up with a national anthem and a program to recycle old lifejackets into flags. The brilliantly simple design, and the global urgency of the work, will wow the judges in Cannes, too.
Samsung, “The Ostrich”
Leo Burnett, Chicago
A flightless bird soars, thanks to virtual reality, in this spot by Burnett that’s racked up 24 million YouTube views. Dramatizing the joys of VR in advertising is notoriously difficult, but this inspired concept and lovely execution added up to a charming bit of storytelling.
https://youtu.be/hjKd24UCPYY
Sandy Hook Promise, “Evan”
BBDO, New York
The mother of all rug-pulls happens at the end of this 2:30 film, which appears to be about a high school romance, but turns out to be a memorable PSA warning indeed. The masterpiece of misdirection is likely to compete strongly in both Film contests.