With a record 40,133 entries, it will be tougher than ever to win a Lion in Cannes this year. Still, some of the year’s best marketing ideas are already surely earmarked for Lions—with tech innovations, potent celebrity endorsements and gender debates leading the way.
Adweek partnered again with Leo Burnett for this annual preview of front-runners for hardware at next week’s Cannes Lions International Festival of Creativity.
Burnett has its own prohibitive favorite, of course, with Always “#LikeAGirl” for Procter & Gamble, which has already won numerous top awards this spring. And there are many other delights among these 20 contenders, from tech innovations (many focused on safety, from Optus’ “Clever Buoy” to R/GA’s Hammerhead work) to celebrity endorsements (Beats by Dre, Under Armour, etc.) to memorable campaigns around gender and women’s empowerment (a topic that gets its own coveted prize with the inaugural Glass Lion).
And then there are the wild cards—work that comes out of nowhere to win, and won’t be on any pre-festival lists. Visit adweek.com/cannes all next week to see the winners—well known and not—as they announced, along with our real-time reports from the festival.
Beats by Dre
“The Game Before the Game”
R/GA, London and Los Angeles
Yes, a music company made the best ad of the 2014 World Cup. This stylish five-minute music video looked at the pre-game rituals of Neymar Jr., Cesc Fabregas, Luis Suarez and others, all set to the swagger-filled “Jungle” by Jamie N Commons & The X Ambassadors.
Leo Burnett, Toronto, Chicago and London
A favorite of award-show judges all spring, this work thrillingly challenged viewers to redefine the phrase “like a girl,” traditionally an insult, as an expression of strength. A runaway viral hit long before its halftime cameo on the Super Bowl, it should clean up in Cannes.
ZDK Center for Democratic Culture
“Nazis Against Nazis: Germany’s Most Involuntary Charity Walk”
GGH Lowe and Grabarz & Partner, Hamburg, Germany
On Nov. 15, 2014, a group of neo-Nazis arrived for a march in Wunsiedel, Germany. Little did they know they’d be raising money to fight their own cause. For every meter they walked, €10 went to a Nazi opt-out program—as billboards lining the route taunted them for their unwitting betrayal.
Click this link to check out all 20 amazing campaigns: http://www.adweek.com/news-gallery/advertising-branding/20-campaigns-will-win-lions-cannes-165316