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Cannes Contenders: TBWA's Top 10 for Cannes Lions Glory
Advertising Agency
New York, USA
A globally recognised signal for female safety, a voice activated - and ultra clean - public toilet, and a beautifully written, hilarious Super Bowl spot all feature

Creative executives from across the TBWA network have picked out a piece of work from a different market to theirs that they believe is destined for Cannes Lions glory in 2022. In the running are campaigns from Korea, the Netherlands, the USA, Japan, Canada, France and China. Check them out - with some reasoning from each creative director as to why they've chosen them - below.

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.

Behr - Music in Color

Jenny Glover, acting chief creative officer at Juniper Park\TBWA: “TBWA\Chiat\Day LA’s ‘Music in Color’ for BEHR is such an emotive and playful idea that makes us feel real affinity and joy for a paint brand of all things. I love ideas that are original and surprising but also make total sense and I think the partnership with Katy Perry is just that."
Agency: TBWA\Chiat\Day LA
Production Company: Ammolite
VFX Company: Native Foreign
Audio Post Production: Lime Studios 

HandsAway - Fearless Night

Annie Chiu, creative director at TBWA\Neboko: “Fearless Night from TBWA\Paris is the kind of work that makes me jealous. When we as an industry use our talents, media and resources to shed light (no pun intended) on real issues humankind faces, it's next level. It's a powerful, smart, and simple execution to combat a complicated issue in society. Obviously these issues run deep and require much more than a billboard to solve, but ads like this spearhead these conversations. To help women, and men at times, feel safer at night, I wish these ads could be up all year long!”
Darre van Dijk, CCO at TBWA\Neboko: “I’m always a big fan of hacking some kind of mechanism or a system and then turning it into something else. So by turning the billboards into a safeguard by just using the lights of the billboard seems quite simple yet genius. Governments should jump in on creative ideas like these and let it not only be a piece of advertisement."
Agency: TBWA\Paris 

The Nippon Foundation - Hi Toilet


Faustin Claverie, ECD at TBWA\Paris: “One of the best things about working for a global network is meeting super talented people from totally different cultures. Every time we come together, I’m always curious to see what Kazoo [Sato] has been up to in the past six months. Kazoo is the CCO of the Tokyo office and I work in Paris. A voice activated toilet! As a Parisian that enjoys the most disgusting public toilets in the world every day, I find the Japanese passion for pristine toilets fascinating. This idea of creating the most advanced toilet in the world is fun and essential at the same time. Not to mention covid had made this project even more relevant. No matter where we come from, we all go to the loo.”
Agency: TBWA\Hakuhodo

Amazon - Mind Reader


Amy Ferguson, CCO at TBWA\Chiat\Day NY: “I am obsessed with the Amazon Alexa Mind Reader spot from the Super Bowl. The writing is genius and the casting choice of real life couple Colin Jost and Scarlett Johansson was inspired. It’s a perfect product demo disguised as a highly enjoyable and watchable piece of content.”  
Agency: Lucky Generals London
Production Company: Hungryman LA 


The Canadian Women’s Foundation - Signal for Help


Takahiro Hosoda, CCO at TBWA\Hakuhodo: “While the world was going through the spread of coronavirus, humanity was trying to spread ‘goodwill’ without losing spirit… this is what makes it so touching. This hand sign will soon become the common language of the world - no, it should become one. A powerful, new language for people to act and help others, invented by our colleagues at Juniper Park\TBWA. I cannot help but be deeply respectful and jealous all at the same time.”
Agency: Juniper Park\TBWA


Shinhan Life - Bring Wonders to Life 


Renato Fernandez, CCO at TBWA\Chiat\Day LA: “When brands try to communicate with younger audiences, the usual solution is to make traditional comms look modern and cool. Shinhan Life, a newly established insurance company, took a different disruptive path with the help of TBWA\Korea. They decided to behave modern first and let the messaging follow this behavior. ‘Oh Rozy’ is a surprising breath of fresh air in a category that plays safe all the time. It is proof audiences today don’t need advertising to lecture them – they need entertainment – and once engaged with a brand, they become more than costumers, they become hardcore fans.”
Agency: TBWA\Korea 

Apple - The Comeback

Andrew Caie, creative director at Juniper Park\TBWA: “This charming piece of film does so much more than simply showcase the new iPhone’s cinematic camera technology. The tale of this ragtag group of misfit moviemakers is sweet, funny, and pays homage to the ceaseless ingenuity of those behind the camera - big or small - as they bring entirely new worlds to life.”  

Agency: TBWA\Media Arts Lab Shanghai 
Media: OMD Shanghai
Production: Lunar Films 
Post-Production: MPC Shanghai 


Nissan - GTR-NFT 

Alfred Wong, ECD at TBWA\Media Arts Lab Shanghai: "It’s finally happening. Advertising is getting into the NFT game and I love to see it. This next-generation campaign from Juniper Park\TBWA is another smart example of how to make the most out of the latest digital trend, not just for the sake of an execution, but to amplify the idea — make the limited-edition supercar even more super limited.” 
Client: Nissan 
Agency: Juniper Park\TBWA   


Adidas - I’m Possible 

Jaeho "Jenny" Kim, content director at TBWA\Korea: "The pandemic has taken many things away, and the fact that women’s social status is one of them is very heart-breaking. I was surprised this is not just one country’s problem but a universal problem, and even more surprised there hasn’t been any brand raising its voice against it. That’s why I think TBWA\NEBOKO’s Adidas campaign gives an essential message that inspires women in this era. Sports is not just a physical activity. It’s the activity that integrates our bodies and spirits as well as a question about our reason for being. I hope this campaign spreads to more countries."  

Client: Adidas
Agency: TBWA\Neboko 

Family Equality - Love, Lawyers, and the Government

Charlie Hurst, creative director at Lucky Generals London: “I love this spot highlighting the difficulties surrounding LGBTQ+ adoption. A sensitive subject matter that's been handled with the utmost care and respect it deserves, whilst remaining humorous and engaging from start to finish thanks to its sharp writing and brilliant casting.” 

Agency: TBWA\Chiat\Day NY 
Production: Furlined
Edit: Cabin
Finishing/VFX: Parliament
Mix: Screaming Penguin


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