|We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.|
Agency: CHE Proximity
Takahiro Hosoda, ECD, TBWA Hakuhodo:
You may know these well-known words, “sufficiently advanced technology is indistinguishable from magic”. In the world of advertising, we could say “sufficiently advanced promotion is indistinguishable from service”.
This service by carsales.com offers users the ability to create one of a kind, “we have a big and shiny budget” type ads for their second-hand cars. The ads, a far-cry from being generic or boring, are actually incredibly funny, created with tongues firmly held in-cheek.
Cannes is now becoming a place to judge not only films it seems, but also the latest innovations and business ideas in ecommerce. I firmly believe however, that Cannes is not just judging technology and service, but also assessing the sense of fun/humour, craftsmanship and humanity that is portrayed in each work. With this in mind, I am confident that this will be viewed as an execution worthy of praise and the highest evaluation from the judges and audiences at Cannes.