This is the third in a series of Cannes predictions we will be publishing in the run-up to this year's festival. See the previous editions:
Shrimp Frying Cannon (NTT DoCoMo): I can only hope the spaghetti video runs to complete the set. This over-the-top series lampoons the ‘three-minute cooking’ format familiar to Japanese viewers, to demonstrate NTT Docomo's ‘double-lane’ super fast LTE. Both the food and the idea are cooked to perfection.
3D on the Rocks (Suntory): I take my whisky neat, but I can appreciate a 3D file of an historic monument or a comic book hero rendered as ice in a shot glass. The global demand for whisky continues to rise; Japanese offerings have shown they can hold their own in taste—and now, in brand imagery.
Relocation Keep/Gift Box (Salvation Army/Crown): This is an intelligent idea that deserves to be adopted as widely as possible. Most people who move house discard items that can still be used because donating the items proves too inconvenient. Close this box one way and it says Keep, in which case it goes to your new place. Close it the other way and it says Gift, and the box goes to the Salvation Army, care of your relocation service.
Space to Pray (AIA): During times of prayer, many Sri Lankans risk dirtying their white clothes by sitting on newspapers. AIA's blank space let them stay clean. This was both a corporate sign of respect and a novel way to show local insight.
Captain Risky (Budget Direct): Before attempting to fly his car, Captain Risky shouts, "Let's kick it rip it!" Thank heavens Budget Direct doesn't insure Captain Risky, to keep prices low. Seventies action music meets goofy daredevil in an unusual, cut-through campaign for insurance.
Leigh Reyes is president and chief creative officer at Lowe Philippines. Complete bio here. She is @leighpod on Twitter, Instagram and Pinterest.