Epic World, A purpose Driven Creative agency, based out of Dubai has looked at this year’ award winners at different creative festivals and picked its Top 10 who are expected to be on the stage receiving the coveted metals at #CannesLions16. There is one thing common in all these beautifully crafted campaigns; they are all driven by a very strong purpose. Cannes Lions, festival of creativity kicks off today and will end on 25th June 2016.
1. SAMSUNG “BrainBand”
Agency: Leo Burnett / Sydney | (Australia)
Concussion in contact sports has taken lives and paralysed many sportsmen. Samsung along with a neuroscientist and industrial designer invented a smart headband that monitors concussion activity amongst sportsmen. The LED lights indicate the severity of a hit and relay it in real time to doctors, referees and coaches to read the impact and take decisions on the spot.
2. REI “#OptOutside
Agency: Venables Bell & Partners | (USA)
REI Coop exists to give people an opportunity to be out and enjoy life. Even Thanks Friday, one of the biggest shopping festivals of USA couldn’t stop them in living the purpose.
3. CURRY’S PC WORLD #Spare The Act Campaign
Agency: AMV BBDO / London | (UK)
The choice of gifts by the Brits during Christmas may not be what one expects to get. In this series of ‘Acts’ Curry’s PC World is pleading; it’s the thought that counts.
4. IF INSURANCE “Slow Down GPS
Agency: Forsman & Bodenfors / Gothenburg | Sweden
This beautiful activation plays on the human behavior rather brilliantly.
By simply putting a child’s voice when the car is near the schools, playgrounds, the navigation system is helping the drivers to be more vigilant and careful. The voice over goes to normal, when the car is on other roads.
5. UNDER ARMOUR “Rule Yourself – Phelps”
Agency: Droga5 / New York | (USA)
Michael Phelps is the most decorated Olympian of all times with 22 medals in three Olympics. In this beautifully crafted story, a struggling Phelps is shown fighting with himself, struggling to keep up the standards he has set but not giving up before the last hurrah and glory at Rio.
6. SUUMO “Shell We Move”
Agency: Hakuhodo Kettle / Tokyo | (Japan)
A social experiment to show Hermit crabs who keep on looking for new homes will be happy and comfortable in specially made shells by Suumo, in collaboration with Tokyo University of Marine Sciences and Technology. And guess what Suumo kept its promise and belief of providing comfortable houses for all and they now have another happy community, hermit crabs.
7. BEATS BY DRE “Straight Outta
Agency: R/GA Hustle / LA | (USA)
Beats by DRE allow people to stamp their own city on the Straight Outta logo. Straight Outta is about its founder Dr. Dre and the pride he has about his origin. A marvelous reminder on the sense of belonging and pride associated to one’s own city.
8. HARVEY NICHOLS – THE REWARD APP “Shoplifters”
Agency: Adam & EveDDB / London | (UK)
Shoplifters are found everywhere; even Harvey Nichols store is not spared. In this 90 sec spot, security camera footage of shoplifters in a Harvey Nichols store is used with cartoon faces to conceal the ‘thieves. Interestingly, the spot promotes the ‘rewards’ app for Harvey Nichols and pushes the ‘Freebees’.
9. BAJAJ “The Nation’s Bike”
Agency: Leo Burnett / India | (India)
Bajaj is one of the biggest auto manufacturers in India. When SC ordered, the Indian aircraft carrier INS Vikrant, a vessel used in the Indo-Pakistan War of 1971 to be scrapped for metal, there was an outrage amongst the nation.
Bajaj bought INS Vikrant and molded history by making motorbikes and let the nation preserve their pride.
10. BURGER KING & PEACE ONE DAY “McWHOPPER”
Agency: Y&R New Zealand | (New Zealand)
Burger King offered olive branch and called it a truce to its biggest rival, McDonald in this ambush PR campaign. This bold work alone by Y&R can potentially land them the Agency of the year title at Cannes. Whatever we want to call, ambush marketing, PR, shopper, stunt, activation, digital, design, McWhopper is tipped to win big across different categories. Epic World predicts this to be the most awarded campaign for this year’s Cannes Lions Festival. Hats off to Burger King of accepting such a bold concept.