Leading up to the 60th edition of the Cannes Lions International Festival of Creativity, Campaign India caught up with adlanders for their prediction on the one entry that could win metal this year.
Here are KV Sridhar, chief creative officer, India Sub-continent, Leo Burnett; and Rahul Mathew, executive creative director, McCann Erickson, with their predictions. Meanwhile what Satbir Singh, managing partner and chief creative officer, Havas Worldwide, is looking forward to seeing is not the big winning entry, but a deserving winner.
Dumb ways to die
“To do public service that works is the toughest thing to do. To wake people from their slumber of indifference and to take note of what you're saying is as uphill as it gets. Here they didn't just get people to listen, they got them to sing their message out. Dumb ways to die is disarmingly simple and so very charming. I expect people at the palais to be singing the tune as the team makes a trip many times over to herd their lions. The last time I saw something like that was when Honda Grrr won at Cannes.” – Rahul Mathew.
Killer Jeans the green fold.
“According to me, Killer Jeans - The Green Fold will win. Because It's just not a creative idea, it's a product idea. how a product idea is executed into film idea, advertising idea, marketing idea is wonderful. It's truly an integrated idea. We keep talking about integration and I think it's the best integrated idea. I don't know whether they have entered this particular entry or no. If yes, again I don't know under what category, but I think under whatever category they have submitted this particular entry, it should win.” – KV Sridhar.
“Every year, a bulk of the winners are from the usual suspects. The Nikes and Cokes, the Peugeots and VWs, the Doves and Axes will win again. What I'm interested in is to witness the legendary Lee Clow being honoured with Lion of St Mark. It is a lifetime achievement award and has been given to John Hegarty and Dan Wieden in the past two years. His work for Apple, Energizer, amongst many others, is epic stuff.” – Satbir Singh.
Nagarajan who is chief content officer at Wavemarket India, has been given the additional mandate of leading GroupM's branded content in India; Karnik appointed as head of sports, esports and entertainment at GroupM South Asia