In the build-up to this year's Cannes Lions International Festival of Creativity, which kicks off on Sunday 16 June, The Drum has asked a number of senior creatives to root through the great creative work they have seen produced this year and choose five they believe could and should win big. Today's selection comes courtesy of the global creative president of TBWA\Worldwide and Cannes Jury President of Promo & Activation, Rob Schwartz.
The Water-Producing Billboard Client/Agency: UTEC/Draft/Mayo
This is one of the best transformations since Jesus turned water into wine. Here the University of Engineering and Technology (UTEC) and their agency (Draft/Mayo) created a billboard that can produce water. How? You take the specific humid climate of Lima (90 per cent humidity in the summer) mix it with some whizzy, albeit basic technology involving electricity, condensers, reverse osmosis and voila – water. 96 liters a day. It was all created to show the power of an engineering career. It worked, too. Enrollment rose some 28 per cent.
Emma Client/Agency: Le Trefle/Leo Burnett, Paris
Not so fast digital world. There are some analog things, like toilet paper, that a gadget can’t replace. Great script. Brilliant casting. Wonderful performances. This should get lots of gold Lion-love.
The Land Rover Escape Key Client/Agency: Land Rover/Y&R, Dubai
I love this idea. So simple. So spot-on. Land Rover products are built to take you to places that help you escape urban life. Key word: “Escape.” Key keyboard key? The “esc” key. Land Rover sends you an “esc” key shaped like one of their trucks. Inescapably, gold. Here’s the film of it:
Dumb Ways To Die Client/Agency: Metro Trains/McCann
By now everyone has seen and heard (and got the catchy song stuck in their brains) with this brilliant public service announcement for Metro Trains in Melbourne, Australia. What you may not know is the brilliant integration. The posters are great. The print is great. The out-of-home is great. And yes, the radio writes itself. Brilliant animation. And flawless execution. It’s also working. Metro Trains reports a 30% reduction in “near-miss” accident. They might have to write a new song, “Smart Ways to Win.”
The Candidate Client/Agency: Heineken/Publicis, Italy
In its second year, Branded Content is one of the Cannes Lion categories that shines a light on the future of communications. Heineken happens to be one of the brands leading the pack with their branded programming idea called “The Candidate.” It’s a hilarious bit of voyeurism in which the audience is invited to watch the trials and tribulations of different candidates, all of whom are competing for a job in Heineken’s coveted sports marketing division. It’s Punk’d meets the UK Office. So there you have it. Five categories. Five Lions in waiting. See you on the Croissette. You can see more of his Cannes predictions on his blog, Metal Potential