Cannes Forecast: Holler's Will Pyne Shares His Faves

For Holler co-founder and Global ECD Will Pyne, the smart money this year at Cannes is on two pieces of work that score highly in the 'playful' category. 'Lost Island' is a digital mash-up of Brigadoon and Whisky Galore! for single malt brand Jura and, 9626.23 km away in Sao Paulo, Bentley Burial triggered international outrage with one provocative Facebook post. 

Jura. Lost Island

Holler started out as two cocky upstarts who set out to make a noise, defy the odds and stand up to all those big corporate agencies. Jura, now the second biggest single malt in the world, has built a reputation out of going against the odds; it's a tiny island that was once described by George Orwell as 'the most ungettable place on the earth' and the probably the last place you would set up a distillery. This project demonstrates how fleet of foot thinking combined with some cheeky, well-placed communication can bring momentum to a cause in an instant. It can also bring a giant like Google to its knees (well, make them apologise, at least!).

Jura Lost Island is an example of contemporary marketing at its best. When you listen to real people, harness their passions into a positive movement and get them firmly in your corner, you really hit the sweet spot of what we used to call 'advertising'. It's not very often that a piece of work so perfectly embodies the agency's attitude as much as the brand's.

Bentley Burial - Leo Burnett Tailor Made, Sao Paolo

Bentley Burial / ABTO - Videocase (english version) from Leo Burnett Tailor Made on Vimeo.

Some things take your breath away. I was lucky enough to view “Bentley Burial” with it’s creators from Sao Paolo Leo Burnett Tailor Made (as well as about 20 other creative directors) back in the autumn. Once the case had finished, a spontaneous round of applause went round the room. 

There are so many reasons I love this and think it will win at Cannes. It starts with a single  Facebook post. A brilliant example of what begins on social ends up everywhere else. it has a natural grasp of communications planning which very few can match, including widespread coverage on national TV and gaining incredible overall reach in Brazil. 

The twist, is quite superb but I can’t tell you about it here through fear of spoiling the fun for you.Above all though, this sums up a region renowned for their audacity, their fearlessness, their bold approach to communication and their 'make it happen at all costs' attitude. 

Simply my favourite work of 2013/2014. Enjoy.