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Ahead of the 2024 Cannes Lions festival, ADWEEK asked creatives who have either won a prestigious Cannes Lions Award or served on a jury at the event to give us their picks for creative they think will win this year.
The picks ranged from spots that ran on advertising’s biggest stage—the Super Bowl—to fantastic films from Apple and Uber One. There’s a brilliant in-the-moment reaction from Coors Light and meaningful purpose driven work from Orange and the Digital Public Library of America.
Below, check out the 15 campaigns that some of the industry’s brightest minds plucked as this year’s likely big winners.
Creatives could not pick work from their agency. Their feedback has been lightly edited for clarity and length.
Orange: “WoMen’s Football” by Publicis’ Marcel
Vida M Cornelious, senior vice president, creative and strategy, T Brand/New York Times Advertising
In support of the FIFA Women’s World Cup, this ad by telecommunications company Orange immediately went viral and was heavily debated. Excellent execution of deepfake technology using the heads of well-known professional male soccer players were used to replace the real players—women from the Orange-sponsored French soccer team. The digital reveal in the spot made for a memorable moment to clearly illustrate the gender bias we have in not recognizing the excellence of women’s sports.
Richard Brim, chief creative officer, adam&eveDDB
I first saw this in the wild way before I logged into LinkedIn for my weekly self-flagellation session and thought it was brilliant. A simple and smart thought brilliantly told, it’s the perfect example of what this industry does when it’s at its very best. It does, however, pose one question: Film as case study, case study as film? Who cares? It will definitely be this year’s most awarded hands down, the fuckers.
Also picked by:
Frances Webster, CEO, Walrus; Vince Lim, CCO, Barbarian; Rose Bardales, CCO, VML NY