Mark Tutssel releases his Cannes predictions

Mark_Tutssel_sml.jpgWith the International Advertising Festival just two weeks away, Leo Burnett has raised the interest and speculation over the best work with the release of its 23nd Cannes Predictions reel.
The reel brings together 50 contenders likely to earn a coveted Lion at this year's Festival.
A team led by Leo Burnett Worldwide Chief Creative Officer Mark Tutssel viewed thousands of campaigns, monitored global and local award shows and followed the general industry buzz to select the work for this year's collection. Besides including the most honored work, the reel is designed to reflect an international mix and a balance across multiple product categories. This year's reel features work from more than 14 countries including Nokia Bruce Lee 'Ping Pong' from China, Thai Life Insurance 'Melody of Life' from Thailand, Carlton Mid 'Woman Whisperer' from Australia and Himani 'Man Made Machines' from India.

So what can we expect at this year's festival?

For Tutssel the question on everyone's mind is: Has creativity suffered in the face of the global recession?
 
"With only a cursory glance, one could argue it has," said Tutssel.
"After all, award shows entries across the board are down, and the Film category has produced no clear front runners for the Grand Prix. But rumors of creativity's demise have been greatly exaggerated. In fact, creativity is thriving. Creativity is the primary asset of business today, and it's never been important as it is now, which is why we're thrilled to report that we saw more innovative, fresh and altogether dazzling communication solutions than ever. As a result, you'll find this year's reel includes far fewer Film entries, but more out-of-the-box, genre-defying and altogether brilliant future-facing efforts."
Tutssel say this year's reel is their first fully-integrated Cannes Predictions, a collection that incorporates the most likely Lion winners in multiple categories including Cyber, Titanium & Integrated and even Outdoor.
So, what can we expect at Cannes 2009? Here are Tutssel's general observations on the year:

Integration
Sure, we've certainly heard this before, though we're not referring to efforts merely
executed across a handful of media. Rather, we're talking about ideas that harnessed a
confluence of technologies to produce truly engaging experiences. Many of this year's
entries did just this, though Doritos "Hotel 626" was one standout, linking mobile, Twitter,
Facebook and a faux documentary to a rich, terrifying, three-dimensional web universe.
And Fiat's "eco:Drive" provided a detailed peek into motorists' driving habits courtesy of
a USB flash drive that connected their cars and computers.

GreatSchlep.jpgPolitics
Personal beliefs aside, nearly all of us marveled at Barack Obama's groundbreaking
netroots movement that ultimately won him the 2008 U.S. Presidential election. Could a
political campaign land a Titanium Lion? Meanwhile "The Great Schlep" - also on behalf
of Obama via the Jewish Council for Education Research - served up a side-splitting
and unique appeal to voters that broke a few barriers (and taboos) of political advertising.

Online is Flourishing
We've come a long way from the simple banner ad. Burger King's "Whopper Sacrifice"
leveraged Facebook so boldly that even the social networking site wasn't sure what to
make of it. Sprint's "Plug Into Now" transformed PC desktops into a stunning real-time
data dashboard. And the Mentos "Kiss Cam" gave anyone with a webcam the
opportunity to share a virtual, interactive 'kiss' with his or her choice of a hunk or babe.

Taking It To the Streets
Pampero Rum's "Ephemeral Museum" turned an entire district of Lisbon into a bona
fide art gallery, while Oasis gave New York City residents a sneak preview of their new
album by means of street musicians with the "Dig Out Your Soul" effort. And it's hard to
resist T-Mobile's "Dance," which employed the impromptu joy of a flash mob to amuse
passersby at a Liverpool railway station. Finally, the one-of-a-kind James Ready "Share
Our Billboards"
invited beer enthusiasts to collaborate on their media plan, resulting in a
campaign that was created for the people, by the people, and raised co-authorship to
levels unseen in the outdoor medium.

Leveraging the Press
Some of our favorites wove their way into the cultural fabric, effectively using the media to
add traction to their stories. In what many public relations mavens declared to be the best
effort of its kind, Tourism Queensland invited jobseekers from around the world to apply
for "The Best Job In the World." And the very essence of the NBA's "There Can Only
Be One"
campaign wound up gracing the cover of Time magazine and spoofed by
Saturday Night Live.

Film - A Mixed Bag
Unlike most years, there were few blockbusters in the lot, though we should add a quick
caveat: as history tells us, many in this category make their first appearance in Cannes, so
it's almost certain we'll be delighted and surprised by a few stellar debuts.

Doghouse.jpgStill, we saw some outstanding work, including "Go On Lad," a throwback to a classic
with a trip through time for Hovis, and "House of Cards," a gorgeously rendered visual
metaphor with a Radiohead soundtrack for housing charity Shelter. We also caught
plenty of ads employing those two perennially Cannes-approved themes: Sex and humor.
Spots like Levi's "Secrets and Lies" and Diesel "SFW XXX" deliver a little raciness,
while Pepto-Bismol "Empanada" and Esthe Wam Hair Removal "Beauty Bowling"
provide a few laughs.
Also keep your eye on Canal+ "Versailles," an extension of a campaign that's historically
performed well yet still remains fresh. And we'd be remiss not to mention JCPenney
"Doghouse," the hilarious instructional short for wayward men everywhere.

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