I wouldn’t say it’s been a stellar yr for Cannes-worthy work. Often by this time of the yr, there could be a bunch of assured winners that everybody agreed on. However this season appears a bit of skinny. One which did catch my eye was this stunning piece for Package Kat. Whereas there have been just a few “zoom in on the brand” executions from manufacturers lately, I liked this sequence for the way it brings the sensation of its well-established model promise to life. Amongst all of the noise of a busy world, these OOH executions completely ship on “Have a break”, encouraging all who see it to decelerate for a second. Elegantly easy. The truth that it is going to be probably the most calming case movie amongst a whole bunch of shouty ones, received’t harm its probabilities at Cannes both.
One other concept that made me chuckle and that ought to play properly to juries, is Huggies “Costly Sh*t”. I liked the drummed up “excessive stakes” nature of it, which made one thing as worrying as blowouts, actually enjoyable. The dwell stream ingredient of it added to the humour and total I assumed it was a very entertaining approach to ship a product demo. I feel mother and father on juries will relate and reward.
And as a final choose, a little bit of a humble brag from our personal workplace. I simply love that we managed to get an actual Nigerian Prince to struggle fakes in our Vaseline marketing campaign. It’s a type of concepts that was all about authenticity and wouldn’t have labored until we received an actual, verified Prince – and by some small miracle we have been in a position to pull it off. A type of the place you actually wish to bow down in “we’re undeserving” model.
Asheen Naidu is group govt artistic director at Leo Singapore.
