|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.|
Contender: One in a Million
Agency: Publicis Singapore
Sachiko Nishihashi, managing director, ECD, Dentsu
The strength of the truth, as well as the warmth portrayed through its keen eye that sheds light on a one-in-a-million child (and their parents) contributes to convey a very strong corporate message. Not only is the story very touching but also very courageous.
Gary Tranter, regional chief creative officer, Digitas & Arcade Singapore:
This film popped up in my social feed and It’s brilliant. Not simply because it’s perfectly positioned, but because of that word we throw around so often, ‘bravery’. I asked myself why is it so hard to watch, and yet so difficult to stop watching? I pondered everything else on my feed for context and was forced to consider in this Kardashian-created influencer world, with impossibly beautiful people, just how brave this brand/client was to value real emotional connection over and above the superficial, borrowed interest of detached ‘brand ambassadors’. This idea is not a Cannes Contender, it’s a Grand Prix.