\n<\/p>\n
\u201cPrediction is very difficult, especially if it\u2019s about the future.\u201d <\/p>\n
So warned Niels Bohr, the Nobel Prize-winning theoretical physicist and so-called father of atomic thinking. It\u2019s a quote that\u2019s also attributed to the great baseball coach Yogi Berra. <\/p>\n
Bohr or Berra? Whoever. Whatever. Either way: I agree, so I\u2019m going to dodge the bear trap by predicting the winners of the Creative Effectiveness Lions, introduced not so long ago to \u201ccelebrate the measurable impact of creative work\u201d. And, it turns out, a portent of where the Festival of Creativity was \u2013 and is \u2013 heading. Cannes is becoming a kind of sports day for effectiveness dudes. (They mainly are dudes.) <\/p>\n
To win a Creative Effectiveness Lion, your campaign has to have been shortlisted for a creative prize in previous years. (Last year\u2019s winners included Heinz, Dove and McDonalds for \u2018Raise Your Arches\u2019.) So my shortlist is already drawn up for me, and my choices constitute the winning creative work from last year that I hope pulls through this. The new global standard-bearers for \u2018work that works\u2019. <\/p>\n
It\u2019s the \u2018advertising\u2019 (not always made by \u2018ad agencies\u2019) that I want to have worked\u2026and that I suspect probably did. Not least because each idea below was successfully scaled, thanks either to old-fashioned paid-for media or the much rarer, much riskier bet on \u2018earned\u2019. <\/p>\n
Top Tips for Cannes<\/strong><\/p>\n In no particular order..<\/p>\n Specsavers Misheard Version. Golin London.<\/strong> <\/p>\n