Cannes Lions Predictions 2017: How Well Did We Do?

As the Cannes results start to come in, we at shots often feel a sense of inevitability, and a feeling that most of the big winners are predictable. To put this to the test, we at shots have put our hypothetical money where our metaphorical mouth is and compared our pre-Cannes predictions with the post-Cannes winners to find out just how easy it is to guess the big winners.

Find below our predictions along with the awards that the pieces of work received in that category.

Innovation

Grand Prix winner: Im Swedish Development Partner: The Humanium Metal Initiative by Åkestam Holst and Great Works

Our Predictions (and what they won):

Google Tilt Brush from Google Mountain View (Gold Lion)

Clemenger BBDO's Meet Graham for Transport Accident Commission Victoria (shortlisted)

POL Oslo's Enter Sandbox VR Experience for Audi (shortlisted)

Leo Burnett Tailor Made Sao Paulo's Theater for All Ears for Samsung (shortlisted)

Area 23 (FCB Health Company) New York's Itbra - The Wearable that Detects Cancer for Circadian Health (Bronze Lion)

Success Rate:

Number of predictions shortlisted: 5/5 (100%)*
* NOTE: The innovation shortlist was made available pre-Cannes, so it would have been surprising if we didn't get them all!

Number of predictions winning awards: 2/5 (40%)

Integrated and Titanium

Grand Prix winners: 180LA's Boost Your Voice for Boost Mobile (Integrated), McCann New York's Fearless Girl for State Street Global Advisers (Titanium).

Our Predictions (and what they won):

Clemenger BBDO's Meet Graham for Transport Accident Commission Victoria (Integrated shortlist)

McCann New York's Fearless Girl for State Street Global Advisors (Titanium Lion Grand Prix)

Droga5 New York's Made The Johnsonville Way for Johnsonville Sausages (Integrated shortlist)

Leo Burnett Toronto's Cook This Page Parchment Paper Recipe Series for IKEA (Titanium shortlist)

Ster-Kinekor's #OpenEyes for Vision Mission

Success Rate:

Number of predictions shortlisted: 4/5 (80%)

Number of predictions winning awards: 1/5 (20%)

Outdoor

Grand Prix winners: Twitter's Hashtag Billboards (Grand Prix Campaign) and McCann New York's Fearless Girl for State Street Global Advisors (Grand Prix)

Our Predictions (and what they won):

Ogilvy New York's The Refugee Nation for Amnesty International (Gold Lion)

CJ Worx's The Unusual Football Field Project (Silver Lion)

Spotify's In-House ad, Thanks 2016, it's been weird (shortlist)

adam&eveDDB London's Give the Rainbow for Skittles (Gold Lion, 2x Bronze Lion)

Ogilvy Italy's Ad/sorbent for Urban Vision (shortlist)

Success Rate:

Number of predictions shortlisted: 5/5 (80%)

Number of predictions winning awards: 3/5 (60%)

Mobile

Grand Prix winner: Dentsu Y&R Tokyo's The Family Way for Seen

Our Predictions (and what they won):

Pokémon's Pokémon Go

Ogilvy & Mather Johannesburg's Shakin' Shakin' for KFC

Ogilvy Brazil's The Voice of Art for IBM Watson (Bronze Lion)

Nomad & Deepend's Sound Storm for the National Acoustic Laboratory

Success Rate:

Number of predictions shortlisted: 1/4 (25%)

Number of predictions winning awards: 1/4 (25%)

Cyber

Grand Prix Winners: RBK Communication's Åland Index/Baltic Sea Project for The Bank of Åland, Clemenger BBDO Melbourne's Meet Graham for Transport Accident Commission Victoria, and Droga5/Mailchimp's Did You Mean Mailchimp? for Mailchimp.