Creativity Creative Works Cannes

Ogilvy’s global ECD predicts 4 Cannes Lions winners


By Webb Wright | Junior Reporter

June 10, 2022 | 4 min read

We asked Daniel Fisher, global executive creative director for Unilever at Ogilvy, to tell us which pieces he expects will stand out at this year’s Cannes Lions festival. Here’s what he had to say.


Cannes Lions kicks off on June 20 / Adobe Stock

After three long years, adland is finally returning to Cannes Lions to celebrate the best work our industry has to offer. And while there’s been some talk about 2022 not being poised to become a particularly memorable year for the festival, a quick look at the contenders argues differently. To my eyes, this year’s crop contains some pieces that people will be talking about for years.

Change the Ref: ‘The Lost Class’

This campaign needs no introduction. While Cannes rules mean it won’t be eligible for a sweep of Grands Prix, I think the people behind it will be going home with very heavy suitcases. I’ve seen the case film countless times now and it still stuns me into silence.

Google: ‘Real tone’

Another one that’s already started to win big, this piece of product development work by Google on the Pixel 6 camera and Google Photo enabled users to more accurately capture and highlight the nuances of all skin tones, and was the result of a collaboration between the tech giants and a diverse cast of image-makers.

Samsung: ‘iTest’

Another great use of technology, this website cheekily allowed iPhone users to transform their handsets into a Samsung. Originally aimed at just a New Zealand audience, the campaign organically spread globally and has so far been downloaded by over 12 million people worldwide. It also boasts the freshest, most entertaining case film you’ll see on screen in the Palais this year. If you haven’t seen it, I encourage you to check it out.

Girls Who Code: ‘Dojacode’

To get girls into coding, Girls Who Code partnered with Doja Cat and created an interactive experience that enabled viewers to direct their own Doja Cat music video. The catch? The experience required users to learn three types of code. Unlike the other pieces I’ve selected, this one hasn’t really stormed the shows yet, but it’s brilliant nonetheless and I think it will be one of the surprise hits of the festival.

Daniel Fisher is global executive creative director for Unilever at Ogilvy. Fisher and his team at Ogilvy are known for having produced several memorable campaigns for Dove over the past year including ‘Reverse Selfie,’ ‘Toxic Influence’ and ‘As Early as Five.’

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