Raising Creative Standards in Malaysia

International creative agency, Leo Burnett Group Malaysia, held their prestigious 26th Cannes Lions Predictions at the National Science Centre today, showcasing 35 of the world’s best creative ideas. The event saw 250 of their top clientele from Maxis, Samsung, YTL, BMW, McDonalds, AEON and Perfect Eagle Development, and students from Limkokwing University and Malaysian Institute of Art gathering to judge the selected work in predicting winners for the upcoming Cannes Lions International Advertising Festival in French Cannes.

 

“The aim of our annual Cannes Lions Predictions is to highlight the outstanding efforts of the advertising industry that continue to not only inspire and delight, but to also establish the standards of communication for the future. This event is also to bring a taste of the authentic Cannes experience closer to home,” stated Tan Kien Eng, CEO of Leo Burnett Malaysia. 

Leo Burnett, its sister divisions Arc Worldwide and Alpha 245, and guests got a feel of French Cannes by being in the judges’ seat, in reviewing and getting a closer look at different cultural thought processes from around the world. 

 

The top four categories in this year’s Cannes Predictions were “Always On”; for real-time campaigns with immediate significance, “Cultural Fluidity”; of transcending societal norms appealing to universal creativity, the third being “Earned Media”; an emerging hallmark of success that fosters interaction with the viewers, and finally, “The Art and Craft of Music” category for campaigns that understand and utilize the power of music in delivering a message.

 

“This annual screening is the perfect opportunity for our own aspiring creatives to apply Leo Burnett’s “HumanKind” principle in understanding the effectiveness of these award-winning works of art,” Tan expressed. “Creativity comes in many forms but the element of ‘HumanKind’ is one that serves as a gateway to unlocking the basic understanding of human emotions that exists within all of us. It is that which we should work in line with, because it is that which makes the connection between people and businesses,” he further explained. 

 

The HumanKind philosophy is based upon Leo Burnett’s core values on how creativity can transform the way people feel, think and behave.

 

“Living in a fast-paced world where there is a constant, insatiable curiosity for all things new and exciting, our HumanKind philosophy bridges brands and people; igniting conversation and inspiring people to change behavior,” said Tan. “Cannes Lions Predictions is the culmination of our efforts in showcasing daring, brave and unexpected work that connects with people across multiple platforms and geographies,” he added. 

 

The idea of Cannes Predictions is related to a unique tool of the Leo Burnett Worldwide network – The Global Product Committee, which serves to raise the level of Leo Burnett’s creativity in respective countries and uphold the highest possible standards worldwide. 

 

In conjunction with its 26th annual event; Leo Burnett will be presenting their “HumanKind” book to the individual that scores the most accurate predictions.