2023 Cannes Contenders: DDB Singapore predicts winners

Prominent creative agencies are sharing their picks of the region's best advertising output with Campaign Asia-Pacific to acquaint the industry with outstanding work competing at Cannes Festival of Creativity this year. 

After indie shop UltraSuperNew and McCann Worldgroup, we have a joint contribution from DDB Singapore where ECD's Benson Toh and Thomas Yang (Tribal Worldwide Singapore) choose their front runners that stand a chance of swiping gold. Take a look. 

See more contenders chosen by creatives from Havas UltraSuperNew McCann Worldgroup DDB Singapore Ogilvy Asia BBDO Wunderman Thompson Cheil Worldwide DDB Hong Kong Havas Japan Ogilvy ANZ ADK BBDO Dentsu Creative Accenture Song

Campaign: Kami
Brand: Down Syndrome International
Cannes Category: Health & Wellness Lion, Design Lion

The campaign smashes stereotypes of KOLs in the digital space. Kami sends a powerful message that the digital world needs to be more inclusive and welcoming for everyone. This is a stellar example of creativity with a purpose.

Campaign: Phone It In
Brand: Skinny
Cannes Category: PR Lion, Outdoor Lion, Mobile Lion, Radio Lion

The campaign gives every Kiwi the opportunity to shine as a voice artist by recording crowd-sourced radio spots on a mobile phone. What a great proposition and idea—leaning on the human desire to be famous. Plus, it's fun and easy to participate—definitely a PR winner.

Campaign: Flipvertising
Brand: Samsung
Cannes Category: PR Lion, Outdoor Lion, Mobile Lion

The campaign turns the tables by getting Gen Z to want social media algorithms to target them for the chance to win a Samsung Galaxy Z Flip 4. To win, you need to trawl through endless hours of product demonstrations, unboxings, reviews, and comparisons. By the end, you are, inadvertently an expert on the phone. It’s a smart way of reframing the value of algorithms for engagement.

DDB Singapore's own pick:

Campaign: Hues of Hope
Brand: Breast Cancer Foundation (BCF)
Cannes Category: Health & Wellness Lion, Outdoor Lion

The campaign transforms breast cancer survivors’ life-saving scans into stunning works of art. The sombre black-and-white scans are reinterpreted as colourful prints to help dispel the fear and anxiety surrounding mammograms. The stunning campaign changes the lens to help at-risk women see hope, not fear.