Here are some Cannes Lions contenders picked by four leading Tokyo creatives. Also, see if you agree with our pundits' choices in Australia/New Zealand, Southeast Asia and Greater China.
Go Sohara, ECD, J.Walter Thompson Japan
- 'Gravity Cat' for Sony PlayStation by Hakuhodo Inc.: A classic and eye catching film the likes of which we haven't seen for a long time in this category.
- 'KIBO Science 360' for JAXA+Google by Dentsu Inc.: Smiles and excitement from future astronauts are more compelling than Samsung’s frantic ostrich.
- Olympic/Paralympic Games flag handover ceremony from Rio to Tokyo, Tokyo: I’m not sure if these were entered at Cannes, but I think they were fantastic ads for Japan and Tokyo.
Chris Rudz, creative director, UltraSuperNew Tokyo
- Daihatsu Wake: The Wake campaign plays on the feeling of being jealous of another person's ride in a hilarious way.
- 'Gravity Cat' for Sony PlayStation by Hakuhodo Inc. (see above): This film is pure ‘wow’. It surprised me and it sells the feeling of the game in a delightful way. I wish someone would make VR version of this film.
- 'Tackle the Risk' for AIG Japan by TBWA\Hakuhodo: Surprising and powerful. I like how AIG used a rugby team they sponsor to promote their brand and services. Spot on.
Jiro Hayashi, management partner, creative division, Dentsu Y&R
- 'Super Cub Riders' (Honda): I felt a real connection to Vietnam and its local people, where they call their bike a Cub. Liked the cute twist in the ending.
- 'Second Life Toys' for Green Ribbon Campaign by Dentsu Inc. Tokyo: A simple idea and a very positive execution to engage people of all ages of people in a very serious social and medical issue.
- Gender Switching VR for Okamoto Condoms: Advanced VR content design which allows you to switch from or to the point of view between men and women anytime. Nice to watch on a smartphone as well.
Claudia Cristovao, group creative director, AKQA Tokyo
Gravity Cat (Sony PlayStation) by Hakuhodo (see above): Virality is embedded in this. It has schoolgirls, a cat, and a topsy-turvy but endearing world. I also love that its gaming connecting with a female target.
Washi Lingerie (Ricca Lingerie) by Hakuhodo: Beautiful craft, simplicity, uniqueness. The idea of lightness, and the use of a paper that everyone knows is soft as fabric, elevate these into objects. A nod to small and simple things that are just beautifully done.
- The Study of Human Being (Dentsu): This reminded me of an old iconic Shiseido poster. The project poses a typically Japanese query: how to understand people’s behaviour. In spite of the scale, it remains charming. Black and white in 2017 is a bold move and it’s used well in this project.