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Cannes Contenders: Front Runners from Leo Burnett for Cannes Lions 2022

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Chicago, USA
Leo Burnett Chicago’s ‘The Lost Class’ for Change the Ref has already made the Titanium shortlist - how will the upcoming week go for the wider agency network?

Leo Burnett Chicago’s ‘The Lost Class’ for Change the Ref has already been named on the shortlist for the coveted Titanium category at next week’s Cannes Lions. How will that groundbreaking campaign and the rest of the agency network fare throughout the week? We spoke to creative leaders from all across the Leo Burnett family to find out their predictions. 

LBB has asked every major agency network to share its best work from the past year ahead of Cannes Lions 2022. Check out all the lists published so far here.

Change the Ref - The Lost Class 

“The Lost Class is a rare piece of work where purpose, design, storytelling and intent come together seamlessly to create magic. It’s a very bold and powerful idea to get the dark side of gun violence in a creative way. Kudos to the entire team for creating a work like this.” Rajdeepak Das, CCO, Leo Burnett India

Agency: Leo Burnett Chicago 
Production company: Hungry Man
Director: Bryan Buckley

Krungsri First Choice - Metaverrrrrr 

“I really like this witty and quirky way how this category using the twist angle of the metaverse is approaching with MZ generation in their language. This is a really fresh approach to this category, and it has a great comedic timing that makes it continuously rewatchable.” SooHee Yang, CCO, Publicis Groupe Korea

Agency: Leo Burnett Thailand
Production company: Factory01
Director: Wuthisak Anarnkaporn

IKEA - Time to Redecorate 

“A bold idea from a bold Saudi agency, sold to a bold client, who agreed not to feature any of their products in their own ad! This is the kind of advertising that we were all brought up on and that’s what we should bring back to our industry. I consider this branded content that promotes Ikea like no other normal ad or TVC. Let alone the level of craft from the Saudi creatives behind this, Mohamed Bahmishan and Mohamed Sehly, along with the talented Egyptian photographer Ahmed Othman and the entire crew. This region’s talents and capabilities is a no surprise to me and I’m really glad that we are in an open world where we all get to see and acknowledge great work across the globe.” Shereen Mostafa, Head of A/V Production, Leo Burnett Dubai 

Agency: Leo Burnett Saudi Arabia 

Samsung - Pet Portraits

“I’m so jealous of this insight: Forget megapixels, what we really want from a camera are great photos of our pets. Plus, the photography is perfectly executed. If it wasn’t so charming, it might be disturbing. But the team managed to find the perfect balance. Congrats!” Britt Nolan, President / CCO, Leo Burnett Chicago

Agency: Leo Burnett Tailor Made

Madrid Fusion - Invaluable Food

“For me this idea is a perfect example of a brave client and a brave agency. I think that this kind of idea often doesn't even come out of the agency, I applaud the risk of this idea. We need more ideas like this in agencies.” Daniel-Mauricio Sarmiento, Vice-President Creative, Leo Burnett Colombia 

Agency: Leo Burnett Madrid 

P&G Whisper - The Missing Chapter

“Creativity is not a blank sheet, it's a red sheet. After all, a piece of red paper was able to bring back a subject that affects the lives of thousands of Indian children: the menstrual period. Simplicity is the best way to fight prejudice.” Marcelo Reis, Partner and Co-President, Leo Burnett Tailor Made

Agency: Leo Burnett India 
Production company: Offroad Films
Director: Akanksha Seda

Suncorp - One House to Save Many 

"This is an incredible example of how advertising can be used to transcend traditional media and have a real and lasting impact on society. The fact that this is generating conversation around changing building codes in Australia to future-proof homes against natural disasters is pretty mind-blowing. It goes to show you can never underestimate the power of a good idea." Emma Brooke, Creative Director, Leo Burnett London 

Agency: Leo Burnett Sydney 
Production company: Revolver
Director: The Glue Society 

UN Women - #TheMissingPeace

“When a campaign finds a way to demonstrate or visualise the true impact of a problem, instead of just talking about it, I think you have a chance at creating real change. This piece for UN Women Lebanon does that and more. Simple, powerful and so important. Bravo to the team.” Tara Weerasinghe, Associate Creative Director, Leo Burnett Sri Lanka 

Agency: Leo Burnett Beirut

Wingstop - Thighstop 

“We’ve seen brands change their name before. But Wingstop didn’t change its name as a gimmick. It was a smart, brave and funny way to solve a real business problem. And when you can turn a potentially catastrophic business problem into a positive PR story, you must be doing something right.” Andy Fergusson, ECD, Leo Burnett Sydney

Agency: Leo Burnett Chicago
Production company: The Funnel Creative
Director: Cliqua

Leo Burnett Toronto - Sunshine in a Box

“I’m so impressed with this beautiful holiday gift from Leo Burnett Toronto. Visually, the simplicity of colour and material won me over. But the idea to gift a feeling is brilliant. Sunshine in a Box is the antidote for gloomy and cold winter days. An instant smile.” Alisa Wolfson, EVP Head of Design, Leo Burnett Chicago

Agency: Leo Burnett Toronto  

Heineken - Music in a Can

What I love the most about this idea is that it was literally staring you in the face. It’s a very simple yet clever use of a specific feature of the can’s own design to create a whole new integrated experience. Music and beer are an intuitive pairing, and this campaign made the brand a catalyst of a new and fun experience." Natasha Maasri, ECD, Leo Burnett MEA

Agency: Leo Burnett Vietnam


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