Leo Burnett: CANNES PREDICTIONS

Credits & Description:

Advertiser: LEO BURNETT TAILOR MADE
Agency: LEO BURNETT TAILOR MADE
Category: Foods
Account: Bruna Baldin (Leo Burnett Tailor Made)
Executive Creative Director: Guilherme Jahara (Leo Burnett Tailor Made)
Media: Fábio Requer (Leo Burnett Tailor Made)
Planner: Marcelo Magalhães (Leo Burnett Tailor Made)
President: Paulo Giovanni (Leo Burnett Tailor Made)
Art Director: Ricardo Alonso (Leo Burnett Tailor Made)
Chief Creative Officer: Ruy Lindenberg (Leo Burnett Tailor Made)
Art Buyer: Stella Crippa (Leo Burnett Tailor Made)
Account: Soraya Joukhadar (Leo Burnett Tailor Made)
Media: Fernando Sales (Leo Burnett Tailor Made)
Media: Leo Gomes (Leo Burnett Tailor Made)
Art Buyer: Mauro Moura (Leo Burnett Tailor Made)
Account: Pablo Arteaga (Leo Burnett Tailor Made)
Copywriter: Carla Cancellara (Leo Burnett Tailor Made)
Account: Isabel Coletta (Leo Burnett Tailor Made)
Illustrator: Ricardo Alonso (Leo Burnett Tailor Made)

Implementation
On the basis of the high percentage of accuracy, we came to the conclusion that the Cannes Predictions event encapsulates the best of what is showing at Cannes. To show this, we use commercials established in previous festivals with minimalist language and the concept: "Cannes Predictions. A summary of the best of Cannes."

Outcome
The event was a huge success, with 82% of the invited guests present, 38% more than the previous year.

Brief Explanation
As the list of 50 films is developed internally by our network, the public may think that it is pure speculation. However, the very high percentage of accuracy shows that this is not true. We needed to show that by attending the event, people really can get a preview of what will be awarded at Cannes.

Client Brief Or Objective
Every year, weeks before the Cannes Advertising Festival, our agency releases its Cannes Predictions. It is an event oriented to advertising people which showcases the 50 films that are most likely to receive awards at the festival. Our brief was to develop a campaign to promote this event.