Leo Burnett Forecasts 2013 Cannes Lions Winners Through 26th Annual Cannes Predictions

Top trends for 2013 include Always On, Cultural Fluidity, Earned Media and the Art/Craft of Music

Jun 10, 2013, 09:00 ET from Leo Burnett Worldwide

CHICAGO, June 10, 2013 /PRNewswire/ -- Leo Burnett Worldwide's 26th annual Cannes Predictions compilation represents the best thinking, finest craftsmanship and most compelling ideas pushing the advertising industry forward. The reel features work from 15 countries across a wide variety of channels and forecasts the global advertising industry's most prestigious event, The 60th Annual Cannes Lions International Festival of Creativity.

Curated by Leo Burnett's Global Chief Creative Officer, Mark Tutssel, the agency's 2013 predictions feature 35 global contenders considered to be most likely to earn a coveted Cannes Lion. Known for its impeccable accuracy throughout the years, on average more than 90 percent of Cannes Predictions contenders go on to win a Lion.

"In today's fast-paced, always-on culture, the idea of 'traditional' advertising is a thing of the past," said Mark Tutssel, Chief Creative Officer for Leo Burnett Worldwide and President of the Cannes Direct Jury. "Our annual Cannes Predictions represent the year's best ideas that ignite conversation and move people to change behaviour. As our engagement with brands evolves, this reel represents thinking that connects with people across multiple platforms and geographies in fresh, daring, brave and unexpected ways."

Leo Burnett's creative team viewed hundreds of campaigns, monitored global and local awards and closely followed industry buzz to curate this year's Cannes Predictions collection available through Pinterest and Leo Burnett Worldwide's website.

The top four trends uncovered in the 2013 Cannes Predictions include:

Always On: Real-time executions are becoming real significant, real fast. Marketers are harnessing the power of the branded newsroom, taking cues from up-to-the-minute news, cultural episodes and social chatter to enter a larger conversation. Real-time campaigns like the Oreo "Daily Twist," Paddy Power "Sky Tweets" and Water Is Life "HashTag Killer" prove that our "always-on" lifestyle is driving highly strategic and rewarding creative.

Cultural Fluidity: Creativity is a universal language. The ease of which a great idea can spread across boarders is utterly transformative. Whether poignant or provocative, clever or irreverent, great work knows no boundaries in this brave new age. Consider Metro Trains "Dumb Ways To Die" or Dove "Real Beauty Sketches," which garnered more than 50 million views on YouTube, yet originated from relatively small markets. Never before has a creative team in Sao Paulo, been able to reach a "soccer mom" in rural Minnesota.

Earned Media: Earned media is quickly emerging as the most significant hallmark of success.  The press clippings and Twitter statistics included in case study films prove that creative work that engages and interacts with people is paramount. Best-in-class examples include Red Bull's daring "Stratos" effort, the Victoria "My Blood Is Red and Black" campaign and the Diary of a Call Girl's cheeky "Call Girl" stunt. Each selection rewards viewers and in turn, viewers respond favorably.

The Art and Craft of Music: No longer an afterthought, music has surfaced as the soul of film. Careful consideration to the attention and craft of a soundtrack has a spellbinding effect and creates emotional, visceral connections that live long after the image is consumed. Tellingly, it is becoming impossible to divorce a great film from its soundtrack. Try to imagine Southern Comfort's "Whatever's Comfortable — Beach" without Odetta's "Hit or Miss." Or consider just how the infectious melody of "Dumb Ways To Die" adds to its rewatchabilty.

To see the complete list of contenders and join the conversation, visit LeoBurnett.com, which will explore each trend in the days leading up Cannes.

About Leo Burnett Leo Burnett Worldwide, part of Publicis Groupe, is one of the world's largest agency networks with 96 offices and nearly 10,000 employees. In 2013, the global network was named "Most Awarded Network" by the International ANDY Awards and received "Network of the Year" nods from Dubai Lynx and AdFest. At the 2012 Cannes International Festival of Creativity, Leo Burnett won a record-breaking 55 Lions and was also named "Network of the Year" by YoungGuns, Golden Drum and the MENA Cristal Awards. A HumanKind communications company, Leo Burnett Worldwide has a simple and singular approach: put a brand's purpose at the center of communications to truly connect with people. Leo Burnett works with some of the world's most valuable brands including The Coca-Cola Company, Fiat, Kellogg's, McDonald's, Nintendo, P&G, Samsung and Tata among others. To learn more about Leo Burnett Worldwide visit our site, Facebook page and follow us via @leoburnett.

SOURCE Leo Burnett Worldwide