Cannes Lions 2024 Predictions
In just a few days, we’ll be off to the South of France for a week of creative bathing at Cannes Lions.
In preparation, I’ve looked through 100’s of the entries and made some predictions about the winners for you below. Yes, there is a lot of AI, but these are all great examples, not just tech for tech’s sake, promise.
If you’re heading to Cannes this year please do let me know, would love to say hello, you can reach me at chris (then @42courses.com).
Enjoy the work.
1. WoMens Football // Marcel Paris // Orange
If this does not win multiple Lions then I give up :) It’s a great example of a trojan horse ad, it makes you think one thing, then, SURPRISE, it’s something totally different. Brilliant craft, brilliant use of tech, and brilliant storytelling too.
2. Rights against the Right // Jung Von Matt Hamburg, Laut gegen Nazis e.V.
Such a simple yet genius idea. Nazi signs, symbols and words are banned in Germany and most of Europe, but to bypass this far-right Nazi organisations use codes to bypass the bans (e.g. "HITLER" became "HTLR"). So the anti-Nazi charity secured the trademark rights for the best-selling German and international Nazi-Codes at the European Trademark office. As new rightful owners, they can force Nazi shops to destroy the merch bearing these codes and claim compensation for each sale! Genius.
3. Channel 4 Idents // 4creative London // Channel 4
I remember seeing these on TV and thinking they were brilliant, but watching the case study just shows how much work went into them. It’s an incredible piece of filmcraft.
4. Voice to Diabetes // Klick Health, Toronto / Kvi Brave Fund Inc
India has the second highest levels of diabetes in the world. Over half go undiagnosed! This team created an innovative AI tool that runs on any smartphone and screens for Type 2 diabetes through voice analysis. Participants record voice clips over two weeks and then get a diagnosis, the app has achieved an 89% accuracy for women and 86% for men!
5. Samsung Impulse // Cheil Worldwide, Madrid / Samsung / 2024
Millions of people suffer from speech disorders and stutters, and it is often not covered by social security. So Samsung teamed up with speech therapists to create an app for it’s smart watches that uses AI enables to separate words into syllables and then into vibrations through the watch to create a rhythm that helps patients to improve their speech fluency.
6. Play it Safe // The Monkeys, Part Of Accenture Song, Sydney // Sydney Opera House
A musical tribute put together with renowned Australian satirist and lyricist Tim Minchin. The brilliant song was created to celebrate 50 years of the iconic Sydney Opera House. I love the humour and the craft.
7. Michael Cerave // Ogilvy Pr, New York // CeraVe
Actor Michael Cera pretends to be a Dermatologist/skincare entrepreneur in the run-up to the Super Bowl. It’s hilarious, enjoy.
