Leo Burnett had organised an evening for the advertising fraternity, where it invited professionals for an ‘inside scoop’ of the commercials that have the greatest potential to win Lions at the Cannes Advertising Festival. Leo officials said that the event ‘Leo Burnett Cannes Predictions’ is the agency’s global ‘ritual’.
This signature event was hosted in Mumbai for the fifth time. Speaking on the occasion, Chairman of the agency, Arvind Sharma, said, “Cannes Predictions is intended to generate excitement and to give a sneak preview of standard-setting work shown at the International Advertising Festival at Cannes. It gives a taste of global advertising and let people test their creative judgment by casting their vote for the ads they consider the best.”
And to ensure the excitement in the process, those who are most accurate in their predictions win exciting prizes. The annual Cannes Prediction Reel, which was shown to the audience, included 50 commercials created by many different agencies from all over the world across a wide array of product categories.
The agency also complied a reel of the best Indian ads that saw work from agencies like Everest Brand Solutions, Lowe, O&M, rmg David and Mudra among others. Professionals from all these organisations were present at the event. Addressing the audience, K V Sreedhar (Pops), said, “Any religion becomes interesting when it has rituals. The Cannes prediction is a ritual that we observe internationally and in India emphasising the passion that we have for advertising and the need to set higher standards in advertising.”
Leo Burnett has been compiling an annual Cannes Predictions Reel since 1986. Each year, Donald Gunn, former worldwide director of creative resources and former president of the International Advertising Festival at Cannes, would host an internal prediction contest for Leo Burnett employees. He also distributed the reel to the media.