• by Richard Whitman , Columnist, June 14, 2016

As it has done every year for 29 years, Leo Burnett is out with its Cannes Predictions -- a list of 25 campaigns the agency thinks will score big at Cannes. Over the years, the agency has scored an 84% accuracy rate with its predictions.

Of this year's picks, Leo Burnett Global Chief Creative Officer Mark Tutsell, who selected this year's list of 25, said: "This collection represents the year's most imaginative and innovative thinking from all corners of our industry. If there’s a macro theme, it’s that the alchemy of creativity and technology can drive cultural impact, transform human behavior and create meaningful change for both business and the world."

In selecting this year's crop of Cannes contenders, the agency identified what it sees as six trends occurring in the creative industry including the impact of technological innovation and invention through work like Samsung's BrianBAND and DB Breweries Brewtoleum; the use of earned media and newsjacking with work like Remy Cointreau Louis XIII Cognac with John Malkovich and Netflix House of Cards FU2016, and the dovetailing of Madison Avenue with Silicon Valley such as the partnership between the Art Institute of Chicago and AirBnB which brought an actual Vincent Van Gogh bedroom to the public.

Three more trends include the increase in customized personalization, a sort of intensified authentic truth and bravery whereby brands like REI with its #OptOutside anti-Black Friday work go against the grain and the art of storytelling by animation such as the Spanish Lottery's Justino and Honda's paper.

Here's the full list:

SOUTHERN COMFORT “ShottaSoCo”

Wieden + Kennedy / New York | (USA)

ANDES BEER “Fairest Night of All” / “Hagglers Campaign”

Del Campo Saatchi & Saatchi / Buenos Aires | (Argentina)

DB BREWERIES “Brewtroleum”

Spark PHD | (New Zealand)

XBOX – TOMB RAIDER “Survival Billboard”

McCann | (UK)

REI “#OptOutside”

Venables Bell & Partners | (USA)

SPAIN – CHRISTMAS LOTTERY “Justino”

Leo Burnett / Madrid | (Spain)

INTERMARCHE “Sugar Detox”

Marcel / Paris | (France)

CURRY’S PC WORLD “Spare the Act Campaign”

AMV BBDO / London | (UK)

IF INSURANCE “Slow Down GPS”

Forsman & Bodenfors / Gothenburg | Sweden

SUUMO “Shell We Move?”

Hakuhodo Kettle / Tokyo | (Japan)

HONDA “Paper”

RPA / Santa Monica | (USA)

BEATS BY DRE “Straight Outta”

R/GA Hustle / LA | (USA)

SHISEIDO “High School Girl?”

Watts of Tokyo | (Japan)

UNIVERSITY OF WESTERN SYDNEY “Deng Adut”

Finch Company | (Australia)

HOUSE OF CARDS “FU2016”

BBH / New York | (USA)

BURGER KING & PEACE ONE DAY “McWhopper”

Y&R New Zealand | (New Zealand)

REMY COINTREAU – LOUIS XIII COGNAC “#NotComingSoon”

Fred & Farid Group / New York | (USA)

HARVEY NICHOLS – THE REWARD APP “Shoplifters”

Adam & EveDDB / London | (UK)

VOLVO – TEST SERIES “Look Who’s Driving”

Forsman & Bodenfors / Gothenburg | (Sweden)

PRODISS “#MaPlaceEstDansLaSalle”

Fred & Farid / Paris | (France)

SAGAMI “Act of Love”

Hakuhodo / Kettle / Tokyo | (Japan)

ART INSTITUTE OF CHICAGO | "Van Gogh BnB”

Leo Burnett / Chicago | (USA)

BAJAJ “The Nation’s Bike”

Leo Burnett / India | (India)

SAMSUNG “BrainBand”

Leo Burnett / Sydney | (Australia)

UNDER ARMOUR “Rule Yourself – Phelps”

Droga5 / New York | (USA)

Leo Burnett has placed its Cannes Contenders on Pinterest for you to check out.