Cannes predictions: Masako Okamura

HelpAge India ‘Reversal of Roles’, Taproot: Aging society has become a major problem in most Asian countries. Old age is often called a second childhood. Children should know that when their parents get old, the roles are reversed and it is their turn to provide love and care. So HelpAge India created a DM with a simple rotating mechanism that showed the child assuming the role of the parent. Simple idea with keen insight. Everyone on this planet should see this masterpiece.

Boysen KNOxOUT ‘Project Edsa’, TBWA SMP: Project EDSA is a great effort by Boysen on the company’s innovative KNOxOUT line of smog-eating paint. It comprises a series of murals crafted by highly regarded artists from all over the globe on the EDSA highway in Manila, a major thoroughfare notorious for its pollution in the air. Just laying on a pollution-destroying paint is OK. Somebody might understand its function. Having each artist paint 1000 square meters of air-purifying artwork on the walls, however, earns respect from citizens. Function meets art. That’s what an agency can do in environmental matters.

Metro Trains ‘Dumb Ways to Die’, McCann Worldgroup Melbourne: A masterpiece. Tough material is cooked in fresh ways to create a fantastic delicious campaign. Just jealous.

Omote 3D shashin-kan, Party Tokyo: This features a 3D photo booth using a 3D printer which all of us feel is great and yet don’t know how to utilize it at the same time. I am not sure we can call it an advert, but it might be an innovation in advertising. Anybody could be an advertiser and anybody could be a medium. Fun, isn’t it?