My Cannes highlights: Morihiko Hasebe

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Morihiko Hasebe.jpgCampaign Brief Asia asked Cannes Lions jury members to nominate their highlights of their week of judging. Here Hakuhodo Tokyo executive creative director Morihiko Hasebe nominates work that impressed him from the Film Lions judging.

There were several great ideas I saw from the Film jury. Here are my top 5:

First time I watched this, I thought it was stupid. Now I think it’s genius. Made me laugh out loud more than 100 times. This funny piece bravely challenged the toughest media format and changed the perception toward it completely. Now pre-roll is hot.

 

You need a hero. You can work hard because you want to become and play like him. This emotional film depicts the simple truth of sports, work and life. Makes me love Nike more and more and want to play golf ever. This is the story telling.

Luxury. Intelligent. Provoking. Embracing the freedom of today with a brave attitude. It makes Magnum more than ice cream. It’s fashon.

Confident, strong and original. I have never seen such a music video which embraces the beauty of being different. One of the most encouraging works. Art direction is stunningly beautiful.

 

World’s most influential person + The funniest comedian.  What else do you need?  This one shows the new potential of the branded entertainment. No one could have delivered the government policy like this before. You watch it over and over and the end of the day the policy sticks in your head forever. Funny is King.

Morihiko Hasebe is executive creative director at Hakuhodo Tokyo.