The 2017 Leo Burnett Cannes Contenders
Revisit a few of the network’s top submissions for this year’s Cannes Lions International Festival of Creativity
Once again, Cannes season is upon us. With some of the most innovative and creative campaigns and marketing executions from more than 90 countries on display for judges in the South of France, the Cannes Lions International Festival of Creativity is the world’s largest celebration of advertising’s best. Here, learn more about some of the work from across the Leo Burnett global network that will be competing for a coveted Lion.Brooks Running and Leo Burnett Chicago: “Runincarnation”
In 2015, ultramarathoner Scott Jurek made history running the 2,189 miles of the Appalachian Trail in just 46 days. To commemorate his awesome feat, Brooks Running partnered with Leo Burnett Chicago to design a limited-edition shoe (2,189 pairs of shoes to be exact, one for each mile of the trail) with pieces of Jurek’s shoes pulverized in the sole. “Runincarnation” has received award recognition from the American Advertising Awards and the Clio Awards. Le Conseil Representatif des Associations Noires (Le CRAN) and Leo Burnett Paris: “Human Billboard”
Ahead of the recent divisive French presidential election, Leo Burnett Paris and Le CRAN set out to remind the French of just how devastating racist language is for the receiver. Racist insults collected via social media were tattooed onto the body of a man, transforming him into a “Human Billboard” that tangibly reflected racism’s impact. Walking the crowded streets of Paris, he distributed leaflets and encouraged people to join the conversation against hate online with the hashtag #jeffaceleracisme. HP Lubricants and Leo Burnett India: “Roads That Honk”
In an effort to create safer highways in India, Leo Burnett India and HP Lubricants created the anti-collision vehicle management system, “Roads That Honk.” Launcehed on NH1, one of the most dangerous stretches of highway in the world, the system uses SmartLife poles and radar technology to alert drivers of oncoming traffic at bends in the road. In partnership with NHAI, the “Roads That Honk” technology system will now expand to other major highways across India. IKEA and Leo Burnett Toronto: “Cook This Page”
IKEA is known for its simple, modern design aesthetic, including its line of kitchenware and food products. Building on the brand’s mission to create a better everyday life for its customer, IKEA and Leo Brunett Tornoto launched “Cook This Page” to demonstrate how deliciously simple and fun it can be to get creative in the kitchen. Printing illustrated recipes in the style of familiar IKEA instructions on “cookable” paper, users were able to bake a new recipe by simply filling in the blanks with IKEA ingredients. “Cook This Page” has taken home top awards from the ADC, One Show, D&AD and ANDY Awards. The Mexico Board of Tourism and LAPIZ Chicago: “Tequila Cloud”
To invite Germans to vacation in sunny Mexico, LAPIZ and the Mexico Tourism Board combined the Mexican thing that Germans love most –tequila – with their least favorite winter weather – rain. Thus, the “Tequila Cloud” was born: an actual tequila-raining cloud that operated whenever it rained outside. Launched at an art gallery during Berlin’s rainiest month, visitors were able to drink tequila directly from the cloud and enjoy the taste of a Mexican beach vacation. Samsung and Leo Burnett Chicago, “The Ostrich”
Samsung’s “Do What You Can’t” brand philosophy is about creating technology to enable consumers to defy barriers and achieve the seemingly impossible. In Leo Burnett Chicago’s “The Ostrich,” an unsuspecting ostrich stumbles upon a Samsung Gear VR headset and brings the brand’s platform to life. Samsung and Leo Burnett Sydney: “Pocket Patrol”
Part of the Samsung’s “Launching People” global brand campaign, “Pocket Patrol” is an augmented reality (AR) mobile app developed by Leo Burnett Sydney in partnership with Surf Life Saving Australia to raise awareness for Australia’s No. 1 beach hazard: riptides. Using technologies like AR and GPS, as well as data uploaded by on-duty lifeguards, the app enables users to visualize and identify rip currents and other hazards. “Pocket Patrol” has been recognized by the D&AD, ADC Awards and more. Spanish Lottery and Leo Burnett Madrid, “December 21st"
From the team behind 2016’s Cannes Lions Cyber Grand Prix winner “Justino,” Leo Burnett Madrid’s integrated campaign for the Spanish Lottery introduces Carmina, a retired teacher who mistakenly thinks she has won the lottery, and the townspeople who go above and beyond to maintain the fiction. “December 21st” encapsulates the brand’s theme that “There is no bigger prize than sharing.” It has been celebrated by the ADC Awards and recently won the Grand Prix at El Sol. Tokyo Railway and Beacon/Leo Burnett Tokyo: “Delicious Supplement”
In Japan, busy professionals who regularly resort to convenient but unhealthy meal options often make up for the nutritional deficit with supplements. Acknowleding that is only a short-term solution, Beacon/Leo Burnett Tokyo and the Tokyo Railway Co. launched “Delicious Supplement” in a train station food court near Tokyo. Customers recived a personalized lunch capsule for their specific nutritional needs and designed to look like the supplements they replaced. The campaign has been critically recognized by the FAB Awards, Epic Awards and Spikes Asia. UnitedHealthcare and Leo Burnett Chicago, “Lunch vs. Chuck”
The healthcare system can be both confusing and intimidating, demonstrated by the more than 76,000 medical codes used for entering it. Leo Burnett Chicago and UHC have sought to make the system more approachable through humor. “Lunch vs. Chuck” brings to life classic Chuck Norris jokes to demonstrate the unusual ways of earning a medical code, including a round-house-kicked salt shaker to the face. “Lunch vs. Chuck” is a continuation of the 2016 Cannes-winning “Ways In” campaign.