Cannes Lions Predictions 2017: How Well Did We Do?
We compare our pre-Cannes predictions with the results to find out how predictable Cannes Lions has become.
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.
Our Predictions (and what they won):
Leo Burnett Melbourne's Reword
The Mill New York's 6x9 - a Virtual Experience of Solitary Confinement for The Guardian
POL Oslo's Enter Sandbox VR Experience for Audi (Gold Lion)
Buzzman's Nosulus Rift for Ubisoft (Bronze Lion)
Success Rate:
Number of predictions shortlisted: 2/4 (50%)
Number of predictions winning awards: 2/4 (50%)
Glass
Grand Prix Winner: McCann New York's Fearless Girl for State Street Global Advisors
Our Predictions (and what they won):
JWT Amsterdam's School For Justice for Free A Girl (shortlist)
McCann New York's Fearless Girl for State Street Global Advisors (Grand Prix)
FCB Inferno London's This Girl Can: Phenomenal Women for Sport England
Publicis Singapore's Touch of Care for Vicks (shortlist)
BETC Sao Paolo's Manterruption for Woman Interrupted app (shortlist)
Success Rate:
Number of predictions shortlisted: 4/5 (80%)
Number of predictions winning awards: 1/5 (20%)
Film/Film Craft
Grand Prix Winners: 4Creative's We're the Superhumans for Channel 4 (Film) and Iconoclast's Territory for The Blaze
Our Predictions (and what they won*):
*NOTE: Award listed is the highest one attained by the campaign, with many of the campaigns winning multiple film Lions.
Burberry: The Tale of Thomas Burberry (Bronze Lion)
Channel 4: We're the Superhumans (Grand Prix)
Donate Life: The World's Biggest Asshole (Gold Lion)
H&M: Come Together (Silver Lion)
Kenzo: My Mutant Brain (Gold Lion)
Malteasers: Theo's Dog; Dance Floor; Boyfriend
Momondo: DNA Journey (Silver Lion)
Samsung: Ostrich (Gold Lion)
Save the Children: Still the Most Shocking Second a Day (Gold Lion)
Adidas Originals: Original is Never Finished (Bronze Lion)
Anchor NZ: Inside Out (shortlist)
Apple: Stroll (Silver Lion)
AT&T: The Unseen (shortlist)
Audi: Duel (shortlist)
Budweiser: Born the Hard Way (Silver Lion)
Canal+: The Kitchen (Bronze Lion)
Chipotle: A Love Story (shortlist)
Geico: Condensed Ads (Silver Lion)
Ikea: Let's Relax (shortlist)
John Lewis: Buster the Boxer (Silver Lion)
Leica: Everything in Black and White (Bronze Lion)
Leroy Merlin: Life Adventure (Silver Lion)
Mailchimp: JailBlimp; KaleLimp (Bronze Lion)
Morton Salt/OK Go: The One Moment (Silver Lion)
Nike: The Switch (Bronze Lion)
Nike India: Da Da Ding (Gold Lion)
Sandy Hook Promise: Evan (Gold Lion)
SickKids Foundation: Anthem (Bronze Lion)
Sports England: Phenomenal Women
Squarespace: JohnMalkovich.com (Silver Lion)
Waitrose: Coming Home (Silver Lion)
Walmart: Lost & Found (Silver Lion)
Success Rate:
Number of predictions shortlisted: 30/40 (75%)
Number of predictions winning awards: 25/40 (62.5%)