Cannes Lions 2016. 70 лучших роликов на русском
Чем отличается фестиваль креативности «Каннские Львы» от Каннского кинофестиваля? Ответ в вопросе. Один — про рекламу, другой — про кино. А если копнуть глубже? А если глубже, «Каннские Львы»1 — это для всех от слова «совсем», а Каннский кинофестиваль — это для профессионалов от слова «супер».
В нашем обзоре мы миксуем подходы. На самом массовом показе креативности для широкой публики мы голосуем как на самом элитарном фестивале артхауса для киногиков. Исключительно субъективно. Без оглядки на призы, статьи и просмотры.
Мы прошерстили все работы, представленные в категориях Film и Film Carft, от шорт-листа до гран-при, и выбрали 70, чтобы перевести их на русский и разместить в нашем блоге (посмотреть обзор лучших роликов фестиваля «Каннские Львы» 2015).
Подробный плейлист со списком наград наших фаворитов в конце статьи. В середине — 10 самых любопытных работ.
Никакого анализа и размышлений на тему, почему те, а не эти. Почему кого-то из тех, кто ну прям должен был стрельнуть, прям стопудов, судя по хайпу и статистике, даже в шорт-листах не оказалось, а у кого-то получился «Золотой лев», хотя никто про него ни слухом, ни духом, да и работа из серии нельзя не поспорить. Никаких выводов и обобщений, вроде: эта тема теперь в тренде, а это опять в тренде, а эта трендит уже 5-й год. Нет, нет, нет. Смотрите сами, решайте сами.
Приятного просмотра!
1Речь о конкурсных категориях, в которых оценивается экранное творчество, — Film и Film Craft.
HIGH SCHOOL GIRL
Клиент: SHISEIDO CO.
Агентство: WATTS OF TOKYO INC.
NOT JUST A PRETTY HAIRSTYLE
Клиент: UNILEVER
Агентство: PONCE
ACT OF LOVE
Клиент: SAGAMI RUBBER INDUSTRIES CO
Агентство: PROJECTOR
NEVER A SELLOUT
Клиент: TURBOTAX
Агентство: WIEDEN+KENNEDY
MOVING
Клиент: SAVANT
Агентство: J. WALTER THOMPSON ARGENTINA
OPENING DOORS
Клиент: VOLKSWAGEN
Агентство: ALMAPBBDO
DEAR DADDY
Клиент: CARE NORWAY
Агентство: SCHJAERVEN REKLAMEBYRÅ
THE WORLD’S FIRST KAWAII MISO SOUP
Клиент: MARUKOME
Агентство: DENTSU INC
THE MIRACLE
Клиент: MULBERRY
Агентство: ADAM&EVEDDB
SHOPLIFTERS
Клиент: HARVEY NICHOLS
Агентство: ADAM&EVEDDB
Плейлист. 70 лучших роликов фестиваля Cannes Lions 2016 на русском
Список роликов:
| Награда | Название | Рекламодатель | Агентство |
| GRAND PRIX (FILM/TV & CINEMA FILM), SHORTLIST (FILM CRAFT/USE OF LICENSED MUSIC) | SHOPLIFTERS | HARVEY NICHOLS | ADAM&EVE DDB |
| GOLD (FILM/TV & CINEMA FILM) | WHALE | OLD SPICE | WIEDEN+KENNEDY |
| GOLD (FILM/TV & CINEMA FILM), SILVER (FILM CRAFT/ANIMATION), SHORTLIST (FILM CRAFT/DIRECTION), SHORTLIST (FILM CRAFT/PRODUCTION DESIGN & ART DIRECTION), SHORTLIST (FILM CRAFT/SCRIPT) | JUSTINO | LOTERÍAS Y APUESTAS DEL ESTADO | LEO BURNETT |
| GOLD (FILM/TV & CINEMA FILM) | PARTY | AB INBEV | DEL CAMPO SAATCHI & SAATCHI |
| GOLD (FILM/VIRAL FILM), GOLD (FILM CRAFT/ACHIEVEMENT IN PRODUCTION ) | HIGH SCHOOL GIRL | SHISEIDO CO. | WATTS OF TOKYO INC. |
| GOLD (FILM/VIRAL FILM), SHORTLIST (FILM CRAFT/ACHIEVEMENT IN PRODUCTION ) | LOOK WHO’S DRIVING | VOLVO TRUCKS | FORSMAN & BODENFORS |
| SILVER (FILM/ONLINE FILM), GOLD (FILM CRAFT/SCRIPT) | DEAR DADDY | CARE NORWAY | SCHJAERVEN REKLAMEBYRÅ |
| SILVER (FILM/ONLINE FILM), SILVER (FILM/TV & CINEMA FILM), SHORTLIST (FILM CRAFT/DIRECTION), SHORTLIST (FILM CRAFT/SCRIPT) | SPARE THE ACT- LAPTOP AMVBBDO | DIXONS CARPHONE | AMVBBDO |
| SILVER (FILM/ONLINE FILM) | SPARE THE ACT- COOKER | DIXONS CARPHONE | AMVBBDO |
| SILVER (FILM/TV & CINEMA FILM) | COUNTDOWN | GEICO | THE MARTIN AGENCY |
| SILVER (FILM/TV & CINEMA FILM) | TRIP | AB INBEV | DEL CAMPO SAATCHI & SAATCHI |
| SILVER (FILM/TV & CINEMA FILM), BRONZE (FILM CRAFT/USE OF ORIGINAL MUSIC) | ENVY | SVENSON | TAPSA | Y&R |
| SILVER (FILM/TV & CINEMA FILM) | MOVING | SAVANT | J. WALTER THOMPSON ARGENTINA |
| BRONZE (FILM/ONLINE FILM), GOLD (FILM CRAFT/DIRECTION), SILVER (FILM CRAFT/ADAPTED MUSIC), SILVER (FILM CRAFT/CINEMATOGRAPHY), SILVER (FILM CRAFT/EDITING) | UNDER ARMOUR USA WOMENS GYMNASTICS | UNDER ARMOUR | DROGA5 |
| BRONZE (FILM/ONLINE FILM) | ACT OF LOVE | SAGAMI RUBBER INDUSTRIES CO. | PROJECTOR |
| BRONZE (FILM/ONLINE FILM) | THE FAIREST NIGHT OF ALL | AB INBEV | DEL CAMPO SAATCHI & SAATCHI |
| BRONZE (FILM/ONLINE FILM), SHORTLIST (FILM CRAFT/EDITING) | ENDLESS POSSIBILITIES | GETTY IMAGES | ALMAPBBDO |
| BRONZE (FILM/ONLINE FILM) | THE REVERSED TRAILER | HARALD A. MØLLER/ VOLKSWAGEN NORWAY | TRY |
| BRONZE (FILM/ONLINE FILM), SHORTLIST (FILM CRAFT/USE OF LICENSED MUSIC) | NOT JUST A PRETTY HAIRSTYLE | UNILEVER | PONCE |
| BRONZE (FILM/ONLINE FILM) | COMMANDER | AUDI OF AMERICA | VENABLES BELL & PARTNERS |
| BRONZE (FILM/ONLINE FILM) | CO-WORKER | DAIMLER | BBDO MEXICO |
| BRONZE (FILM/ONLINE FILM) | OPENING DOORS | VOLKSWAGEN DO BRASIL | ALMAPBBDO |
| BRONZE (FILM/TV & CINEMA FILM) | PUPPYMONKEYBABY | PEPSICO | BBDO |
| SHORTLIST (FILM/BRANDED CONTENT & ENTERTAINMENT SHORT NON-FICTION FILM) | DRONE 100 | INTEL | VIMBY |
| SHORTLIST (FILM/BRANDED CONTENT & ENTERTAINMENT SHORT NON-FICTION FILM) | EUROPEAN BIKE STEALING CHAMPIONSHIP 2015 | ŠKODA AUTO A.S. | MUSTARD |
| GOLD (FILM/TV & CINEMA FILM), SHORTLIST (FILM/BRANDED CONTENT & ENTERTAINMENT SHORT NON-FICTION FILM) | NEVER ALONE | DIAGEO | AMVBBDO |
| SHORTLIST (FILM/ONLINE FILM) | THE MIRACLE OF MULBERRY | MULBERRY | ADAM&EVEDDB |
| SHORTLIST (FILM/ONLINE FILM) | THE RUNDEAD | BROOKS SPORTS | LEO BURNETT CHICAGO |
| SHORTLIST (FILM/ONLINE FILM) | TEXTING VS. DRIVING | CLIENT | MULLENLOWE |
| SHORTLIST (FILM/ONLINE FILM), BRONZE (FILM CRAFT/ANIMATION), SHORTLIST (FILM CRAFT/DIRECTION), SHORTLIST (FILM CRAFT/EDITING), SHORTLIST (FILM CRAFT/SCRIPT) | MOG’S CALAMITY | SAINSBURY’S | AMVBBDO |
| SHORTLIST (FILM/ONLINE FILM) | THE 92ND FLOOR: CRYSTAL PEPSI RETURNS | PEPSICO. | THE BARBARIAN GROUP |
| SHORTLIST (FILM/ONLINE FILM), SILVER (FILM CRAFT/ANIMATION), BRONZE (FILM CRAFT/SOUNDDESIGN), SHORTLIST (FILM CRAFT/DIRECTION) | PAPER | AMERIAN HONDA MOTOR CO. | RPA |
| SHORTLIST (FILM/ONLINE FILM) | THE DISPLACED | THE NEW YORK TIMES | VRSE.WORKS |
| SHORTLIST (FILM/ONLINE FILM) | THE RAT | NETFLIX | TBWA\CHIAT\DAY |
| SHORTLIST (FILM/ONLINE FILM) | DOPPELGÄNGER TOURISTS | MEXICAN TOURISM BOARD | LAPIZ |
| SHORTLIST (FILM/ONLINE FILM) | CLOSE THE LOOP H&M | H&M | FORSMAN & BODENFORS |
| SHORTLIST (FILM/TV & CINEMA FILM) | FIND YOUR MAGIC | AXE | 72ANDSUNNY AMSTERDAM |
| SHORTLIST (FILM/TV & CINEMA FILM) | CBA RAPPER | CENTRAAL BEHEER | DDB & TRIBAL WORLDWIDE AMSTERDAM |
| SHORTLIST (FILM/TV & CINEMA FILM) | FLEXTACULAR | GEICO | THE MARTIN AGENCY |
| SHORTLIST (FILM/TV & CINEMA FILM) | NEVER A SELLOUT | TURBOTAX | WIEDEN+KENNEDY |
| SHORTLIST (FILM/TV & CINEMA FILM) | ATM DAD | CCTV.COM | CHEIL |
| SHORTLIST (FILM/TV & CINEMA FILM) | STEPPING | HONDA | MCGARRYBOWEN |
| SHORTLIST (FILM/TV & CINEMA FILM) | THE LONGEST CHASE | TOYOTA MOTOR SALES | USA SAATCHI & SAATCHI LA |
| SHORTLIST (FILM/TV & CINEMA FILM), SHORTLIST (FILM CRAFT/DIRECTION) | CILLIT BANG ‘THE MECHANIC’ | CILLIT BANG | BETC |
| SHORTLIST (FILM/TV & CINEMA FILM), SHORTLIST (FILM CRAFT/EDITING) | SHORT A GUY | NIKE | WIEDEN+KENNEDY |
| SHORTLIST (FILM/TV & CINEMA FILM) | VERISIMILITUDE AT NOON | DU TELECOM | LEO BURNETT DUBAI |
| SHORTLIST (FILM/TV & CINEMA FILM) | OUTSIDE MAN | ARENA LINGUA | JUNG von MATT |
| SHORTLIST (FILM/TV & CINEMA FILM) | ACTORS | VIACOM | GREY ARGENTINA |
| SHORTLIST (FILM/TV & CINEMA FILM) | THE STAKEOUT | CANAL DIGITAL | TBWA\STOCKHOLM |
| SHORTLIST (FILM/TV & CINEMA FILM) | ULTRASOUND | DORITOS | CUMMINS & PARTNERS |
| SHORTLIST (FILM/TV & CINEMA FILM) | MONOTUNE GOOGLE | ANDROID | DROGA5 |
| SHORTLIST (FILM/TV & CINEMA FILM) | IN LAWS | VIRGIN TRAINS | KROW COMMUNICATIONS |
| SHORTLIST (FILM/TV & CINEMA FILM), SHORTLIST (FILM CRAFT/CASTING) | BARBIE: IMAGINE THE POSSIBILITIES | MATTEL | BBDO SAN FRANCISCO |
| SHORTLIST (FILM/VIRAL FILM) | ACTORS | UVK | Y&R2016 |
| SHORTLIST (FILM/VIRAL FILM), BRONZE (FILM CRAFT/DIRECTION), SHORTLIST (FILM CRAFT/CASTING) | HOME FOR CHRISTMAS | EDEKA ZENTRALE & CO. KG | JUNG von MATT |
| SHORTLIST (FILM/VIRAL FILM) | THE DILEMMA | HEINEKEN | PUBLICIS ITALY |
| BRONZE (FILM/TV & CINEMA FILM), SHORTLIST (FILM CRAFT/CASTING), SHORTLIST (FILM CRAFT/EDITING), SHORTLIST (FILM CRAFT/DIRECTION) | STRONG | PROCTER & GAMBLE | WIEDEN+KENNEDY |
| SHORTLIST (FILM CRAFT/USE OF LICENSED MUSIC), SHORTLIST (FILM CRAFT/EDITING) | SAMSUNG X LEBRON — «LET’S GO TO WORK» | SAMSUNG ELECTRONICS | AMERICA 72ANDSUNNY |
| SHORTLIST (FILM CRAFT/ANIMATION) | THE LETTER | OTTO (GMBH & CO. KG) | HEIMAT |
| SHORTLIST (FILM CRAFT/PRODUCTION DESIGN & ART DIRECTION) | KALEIDOSCOPE | RED BULL | MEDIA HOUSE RED BULL MEDIA |
| SHORTLIST (FILM CRAFT/EDITING), SHORTLIST (FILM CRAFT/PRODUCTION DESIGN & ART DIRECTION) | WORLD OF PLAY | LG ENERGY | BBDO |
| SHORTLIST (FILM CRAFT/PRODUCTION DESIGN & ART DIRECTION) | THE WORLD’S FIRST KAWAII MISO SOUP | MARUKOME | DENTSU INC |
| SHORTLIST (FILM CRAFT/EDITING) | ALIVE INSIDE | DIAGEO | AMVBBDO |
| SHORTLIST (FILM CRAFT/EDITING), SHORTLIST (FILM CRAFT/SCRIPT) | LOVING EYES-TOYOTA SAFETY SENSE | TOYOTA | TOYOTA MARKETING JAPAN CORPORATION |
| SHORTLIST (FILM CRAFT/EDITING) | IT’S IN OUR BLOOD | NASCAR | OGILVY & MATHER |
| SHORTLIST (FILM CRAFT/EDITING), SHORTLIST (FILM CRAFT/USE OF ORIGINAL MUSIC) | WORLD RECYCLE WEEK | H&M | FORSMAN & BODENFORS |
| SHORTLIST (FILM CRAFT/SCRIPT) | SIMPLY PUT ANHEUSER–BUSCH INBEV | BUDWEISER | ANOMALY |
| SHORTLIST (FILM CRAFT/CASTING) | RESTRICTED BLING | T-MOBILE | PUBLICIS SEATTLE |
| BRONZE (FILM/ONLINE FILM) | SON’S FRIEND | DAIMLER | BBDO MEXICO |
| SHORTLIST (FILM/TV & CINEMA FILM) | SLEEPOVER | KOHL’S | ANOMALY |
Наикрутейше! Спасибо!
Спасибо за отзыв!
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