The Cannes Lions, International Festival of Creativity starts tomorrow, the 16th of June 2017. While the agency folks are getting ready for long loopy nights on the Boulevard de la Croisette, Tim Nudd, Creative Editor of Adweek has published a line up of 25 Brilliant Ad Campaigns That Will Win Lions in Cannes.

I am not a big fan of flash in the pan campaigns. I have always weighed advertisement as communication with lower shelf life than design that impacts product lifecycle. But as an ardent practitioner of ‘brand as an experience’, I do enjoy working on platform ideas that evolve from brand essence. In other words, as a creative individual, I do enjoy a smart thought.

There are two in the list that solved problems than communicate. They are at the cusp of an advertisement campaign and a design solution. IKEA and Leo Burnett, Toronto’s ‘en papillote’ idea is focussed on behavioural change. It is so correct for a useful, usable and humanist brand like IKEA.

The hypothetical solution of Transport Accident Commission and Clemenger BBDO, Melbourne. They conceptualised what humans would look like if we evolved to withstand car crashes. Do not miss the highly interactive website – Meet Graham.

And there are two I love because they are, without any ado, beautiful. How can I not appreciate a Wes Anderson directed glorious neo-revivalist celebration of symmetry set in a train? H&M and adam&eve DDB London created this holiday season television commercial that is a production design delight. And Adrien Brody.

Then there is this Spanish beauty with immaculate storytelling, great cast, cinematography, and location. Spanish Lottery and Leo Burnett, Madrid made this evocative commercial that talks about family, community, and love.

The rest are good too. But these caught my attention. Good luck to all!

Link to Tim Nudd’s Adweek article in case you missed it up there.