Cannes could be a little bit of a lottery. Work which cleans up at different award reveals, barely makes a shortlist and work you’ve by no means seen earlier than sweeps the board. You simply by no means know. However listed here are two items of labor which we predict are nicely worthy of a prized Lion.
Anthropic Claude: A Time and a Place
We love this marketing campaign. Firstly, it’s a correct marketing campaign, which is uncommon factor today (even when Cannes doesn’t even have a devoted ‘marketing campaign class’ WTF?). Secondly, with humour making a return to the Croisette these previous few years, then absolutely this should be one of many entrance runners. The concept is fantastically easy, the writing is razor sharp and the path is flawless. The extended pauses and clean expressions of the actors are pure gold.
adidas The Supernova Rise 3
Concepts which transcend promoting, which have a better function and alter lives, all the time do nicely at Cannes. Which is why we predict The Supernova Rise 3 Adaptive operating shoe ought to win massive.
Constructing on the momentum and success of ‘Runner 321’ adidas has created a efficiency shoe tailor-made for athletes with Down Syndrome. adidas has all the time believed in making operating extra accessible and pleasing for all athletes, so making a bespoke shoe which completely matches the genetic toes anomalies of individuals with this situation is a no brainer. The inventive staff behind this marketing campaign might want to put on their very own trainers given the variety of walks on stage they’ll be doing.
Ant Nelson and Mike Sutherland are chief inventive officers at adam&eveTBWA
