The network presents 20 campaigns that it places as the main bets for this year’s edition
Between year and year, the market can expect that Leo Burnett will release its “Cannes Predictions”. It has been doing this for 34 years and with 90% of hits in the accumulated period, according to figures from the network itself. For the second year in a row, Chaka Sobhani, Chief Creative Officer of Leo Burnett Global, is the curator of the list, which presents 20 campaigns as the main ones of this year’s edition.
Strategies that were identified as part of four major thematic axes. ‘Lightness’, a path found by creatives in the face of turbulent periods of the pandemic; ‘IRL (In Real Life)’, with the development of experiences beyond screens; ‘purpose’, based on connections with NGOs and actions that impact society; and ‘new world’, bringing together actions that invest in technology to tell great stories.
“If there’s one thing I can say about this year’s crop of competitors, it’s that our industry has a lot to celebrate. We have great works carried out for our biggest brands and, in all segments, creativity is the most diversified in recent years”, says Sobhani.
First, there is an action by the network itself, “The Lost Class”, developed for the NGO Change the Ref and created by Leo Burnett Chicago, which portrays a graduation ceremony for the 3,044 students who would have graduated last year if they had not been murdered by a firearm. The campaign was the biggest D&AD winner of 2022, racking up 12 awards, and helped position Leo Burnett Chicago as the agency of the year.
See the complete list:
- CHANGE THE REF INC. “The Lost Class” // Leo Burnett Chicago (EUA)
- VERIZON “9/12: The untold story of reconnecting New York” // Verizon (EUA)
- KRAFT HEINZ CANADA “Heinz Draw Ketchup” // Rethink (Canada)
- FAMILY EQUALITY “Love, Lawyers, and the Government” // TBWA\Chiat\Day NY (EUA)
- PEPSI “Better With Pepsi” // Alma DDB (EUA)
- CHANNEL 4 “Super. Human.” // 4creative (UK)
- DOVE “Reverse Selfie” // Ogilvy UK (United Kingdom)
- FONDATION EMERGENCE “Colours Of Pride” // Rethink (Canadá)
- FAFF HARLEY-DAVIDSON “Tough Turban” // Zulu Alpha Kilo (Canadá)
- PENNY “The Wish” // Serviceplan Campaign (Germany)
- eos “Bless Your F**ing Cooch” // Mischief @ No Fixed Address (EUA)
- ADIDAS “Liquid Billboard” // Havas Middle East Dubai (EAU)
- OREO “OREO Thins Camo Packs” // the community (EUA)
- CARREFOUR “The Healthy Map — Carrefour X Fortnite” // Publicis Conseil (France)
- THE KIYAN PRINCE FOUNDATION “Long Live the Prince” // Engine Creative (Reino Unido)
- MOTOWN MUSEUM “Marvin Gaye 50th Anniversary” // Commonwealth//McCann (EUA)
- P&G WHISPER “The Missing Chapter” // Leo Burnett India (Índia)
- WOOJER “Sick Beats” // Area 23 (EUA)
- BURBERRY “Open Spaces” // Megaforce (UK)
- BURGER KING “Confusing Times” // DAVID Madrid (Espanha)
