Cannes Contenders: Leo Burnett's Top Picks
Started in Chicago by its eponymous founder, creative agency network Leo Burnett now has offices across the globe, all united under the belief that the most creative, effective and powerful work has people at its core. Calling this principle 'HumanKind', the network aims to add value to the people it serves and employs around the world. So when it comes to advertising's grandest stage - the Cannes Lions International Festival of Creativity - you can expect Leo Burnett to be putting forward some of its most empathetic, creative and people-first work.
Ahead of the festival this year, Leo Burnett has identified 10 of its most promising pieces from a wide array of the network's international offices, and shared them with LBB. From Leo Burnett India, we see innovative technology reimagining a legendary cricketing moment and a simple-but-effective campaign for Oreo. From Leo Burnett Lisbon, we see a beautiful homage to the Portuguese city's culture, through an exciting and modern tattoo project. And representing Leo Burnett in the UK, we also have Edgar Wright's eyebrow-raising McDonald's spot - not to mention several selections from where it all began in the Windy City.
Spanning the gamut of tone, medium and market, these 10 picks offer a celebratory look at Leo Burnett's brightest and best creative that you can expect to see at Cannes 2023. Check them out below.
To view all of the network agency Cannes Contenders we've published this year, see our useful collection here.
Airtel - Airtel 175 Replayed
Steve Colmar, ECD at Leo Burnett Lisbon> At a GPC a few years ago, Raj [Rajdeepak Das, CCO at Leo Burnett South Asia] said something I never forgot. "Content is king. But context is King-Kong." 'Airtel 175 Replayed' is all about that philosophy. It’s almost like bringing a tale to life, recreating something that had only existed in people’s minds up until now. It’s the future of content, allowing us to be witnesses of the past.
ABAAD Resource Center for Gender Equality - Dirty Laundry
Steve Colmar, ECD at Leo Burnett Lisbon> 'Dirty Laundry' is truly unskippable. It strikes you from the very beginning, making you wonder how such a thing is even possible in 21st century. Then, the way it portrays the story, with such an iconic visual, mobilising society and politicians around the issue, that’s remarkable. Kudos for the team for the brilliant campaign, and for impacting so many lives with this idea.
Bundaberg Rum - Bundy Mixer
Brian Shembeda, ECD at Leo Burnett Chicago> 'Bundy Mixer' is genius. It’s an incredibly powerful tool for creating engagement with women’s sports because, to win at fantasy sports, we have to focus on the accomplishments of the athlete above all else. As soon as I saw this execution, I wanted to play. Here’s hoping they make a 'Bundy Mixer' for Basketball in the US!
Lisbon City Council - LX Tattoos
Brian Shembeda, ECD at Leo Burnett Chicago> 'LX Tattoos' is a beautifully modern way to draw attention to Lisbon’s culture. Finally, a souvenir we can take home that everyone will be asking about.
McDonald's - Raise Your Arches
Old Spice - Armpit Year
Brian Shembeda, ECD at Leo Burnett Chicago> Before 'Armpit Year', I can honestly say that I have never thought so much about my armpits (and what I put on them). The song is so incredibly catchy that I couldn’t help but tap my toe to the beat. 'Armpit Year' carries on the tradition of pop culture-busting ideas executed by Old Spice, and my armpits are all ears.
Oreo - Bring Back 2011
Malek Ghorayeb, creative director at Leo Burnett India> 'Bring Back 2011' is one of the rare pieces I saw this year where a brand was able to generate, within their local market, so much talkability. It’s simple, it’s smart, it’s memorable, it’s Oreo… The wonderful team of Leo Burnett India found a fresh, yet simple approach to a brief that can come across as boring.
Suncorp - Resilience Road
Steve Colmar, ECD at Leo Burnett Lisbon> This entire project is one of my all-time favourites. Leo Australia nailed it again, taking the ‘One House to Save Many’ to a whole new level. As we all witnessed natural disasters intensify in the country through the last couple of years, 'Resilience Road' is the perfect example of how brands and agencies should tackle such challenges. It’s the power of creativity with the power of science.
Thai Health Promotion - New World
