Cannes is still one of the most prestigious award shows in the business, but the weather down in the south of France is getting rougher. There’s a lightning storm of ideas threatening the calm, perfectly crafted and expensive waters of communication. Media-neutral and media-infinite ideas are rocking more over-priced luxury yachts than ever.
Each year, Leo Burnett weighs in on the Cannes debate with their annual predictions list and for the first time in 25 years, less than half of the entries are traditional pieces of film. Increasingly, there’s space for the truly disruptive ideas – ideas that redefine the relationship between brands and consumers. These days, an innovative customer service platform like Best Buy’s Twelpforce is just as likely to take the top honours as a traditional campaign. Today, it’s less about what you say as it is what you do.