|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: Polo Unfail
Agency: DDB Sydney
Michael Barnfield, creative director, Saatchi & Saatchi Sydney:
“But will it go viral?” It’s the question every client asks when they’re about to sign off on their next social video campaign. In this case, the VW client could do so with confidence knowing that the agency was tapping into the kinds of videos their audience was watching and sharing. That the end product looks as unaffected as it does is to be commended. In a marketplace where the people you want to reach don’t want to be advertised to, this campaign writes the rules on “not trying too hard”.