Staff Reporters
May 29, 2018

2018 Cannes contenders: APAC creatives pick their top work

We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. And we forbade them from picking their own agency's work.

2018 Cannes contenders: APAC creatives pick their top work

In the lead-up to Cannes Lions 2018, we spammed creative leaders across Asia with a simple request: Pick four or five campaigns from your market or the region that you think will (or should) win metallic lion sculptures at this year's festival. The only rule? No picking work from your own agency/network. We believe this forces (or frees) our participants to think more purely about the work that moved them the most, rather than what their boss might want them to say.

We received more than 50 'nominations', and we thank all the participants (pictured below) for sharing their opinions. We're still taking suggestions, so if you'd like to put in your two cents, please contact us.


These favourites have emerged (presented according to the number of nods).
Click through to see each work and read what APAC creatives had to say.

Palau pledge
Agency: Host/Havas
Client: Palau Legacy Project

Hot & spicy
Agency: Ogilvy & Mather Hong Kong
Client: KFC

The Ikea human catalogue
Agency: BBH Singapore
Client: Ikea

Shindoor Khela: No conditions apply
Agency: FCB Ulka India
Client: Times of India

Armoured truck
Agency: DDB New Zealand
Client: Lotto NZ

OK Go: Obsession
Agency: Six Inc.
Client: Double A

Bit better Fallout
Agency: TKT Sydney
Client: V Energy

Chop Chop
Agency: Amber Communications, Shanghai
Client: Ammeloo

Sumo Girls 82 Techniques
Agency: Dentsu Design
Client: Hokkoku Shimbun Newspaper

3 minutes
Agency: N/A
Client: Apple

Stop the horror
Agency: Cummins & Partners, Sydney
Client: Go Gentle Australia

Agency: DDB New Zealand
Client: Netsafe 

Browse a list of the 50+ campaigns our participants nominated

Our editors selected several campaigns that our contributors didn't mention

Campaign India's list


(Alphabetical by family name)

Simon Brock, CD, Digitas Sydney
Graham Drew, ECD, Grey Kuala Lumpur
Sheikh Danish Ejaz, chief brand evangelist, Penumbra
Federico Fanti, ECD, BBDO Guerrero

Derek Green, ECD, Ogilvy Sydney
Kit Koh, ECD, BBDO South China

Haruna McWilliams, APAC VP of strategy, Essence
Tomaz Mok, co-founder, Match (part of the Leo Digital Network)
Farid Mokart, founder and chief creative officer of FF:

Amy Naoko Morita, director of brand, Edelman Japan

Anthony Moss, ECD, WhiteGREY Melbourne

Rob Martin Murphy, ECD, Ikon
Ng Tian It, CCO, McCann Worldgroup China

Jenifer Ooi, CD, Lion & Lion Kuala Lumpur
Ali Rez, regional creative director, BBDO Middle East & Pakistan

Erick Rosa, chief creative office, Publicis One Japan
Ajab Samrai, chief creative officer, Ogilvy ASEAN
Dan Saunders, ECD, Redengine
Paul Swann, creative partner, The Works
Toby Talbot, Chief Creative Officer, Saatchi & Saatchi New Zealand

Minoru Yashima, executive communication director, ADK
Min Seo, campaign director, Innored
You can also visit Campaign India's list of contenders.


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