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Superhuman!

With Cannes wrapping up last week we thought this would be a great opportunity to highlight some of our favourite work, starting with "We're the Superhumans". We can’t imagine anyone thinking that this campaign wouldn't receive critical acclaim at the advertising festival, just looking at the YouTube page for this campaign it's easy to see that. Over 8 million views is nothing to laugh at.

We could sit here and gush at just how beautifully shot this piece is, with action shot after action shot. It is constantly captivating with each and every frame. We could wax lyrical about how the up-tempo music gets us excited when we hear it and how the lyrics are so infectious with positivity and inspiration it's hard not to be grinning ear to ear while listening. But as impressive as the things we have mentioned here are (and so many more), the truly stand out part of it all was watching people labelled to have disabilities achieve feats that were nothing short of extraordinary, exceptional, phenomenal and stupendous, simply put they were nothing short of Superhuman. Big congratulations to Chris Bovill, John Allison, Alice Tonge, Richard Biggs, Jolyon White and every other extremely talented person involved in the creation of this. Take a bow!

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Brilliant Ad Campaign That Will Win a Lion in Cannes

The beautiful footprint-shaped design of this running track, which Nike built across a whole city block in Manila, was just the start of its coolness. The 200-meter track was lined with LED screens, inviting runners to engage in a virtual race against avatars of themselves. Experiential sports marketing at its very best.

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The ads that could win at Cannes Lions 2017

It’s time for bets.

Everyone is warming up their engines, making their predictions for this 64th edition.

The Gunn Report has launched a selection with the 20 spots that are considered worthy of a Cannes Lions. As usual, we selected the ones related with sports.

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Cannes predictions by Icaro Doria

2017 is one of those years where we head to Cannes knowing exactly what will win big. In other words, 2017 is a great year (in advertising). 

Channel 4's Superhumans. It will win the Film Grand Prix and I honestly hope that it will also win the Film Craft Grand Prix. It's perfection. The message. The music. The edit. It's an incredible achievement in production with an incredibly powerful message that goes way beyond the Paralympics.

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A little pre-match banter is always fun before a big match so here goes…in a year when adidas Took to the stage, Nike battled for unlimited and Channel4 became Superhuman again, who will emerge victorious at Cannes this year? Well our bets remain on Channel4 for Super Humans. They not only having found an extremely empowering and fresh angle for the ever- growing Paralympics but also executed the piece in style. The spot should secure the broadcaster’s inhouse agency with film craft, editing, and production values to name a few. We would also clap approvingly if Wieden + Kennedy draw in a few pieces of Bronze, Silver and Gold for breathtaking spot and activation -  'Unlimited’.

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3,2,1, go!

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Completing a marathon in under two hours has never been done before, so Nike set up a controlled race on the anniversary of the sub-four-minute mile. Dubbed Breaking2, Nike’s attempt to help a runner achieve this feat of human endurance took place on May 6, 2017, on a Formula One track in Italy. What all was said and done, Kenyan runner Eliud Kipchoge finished in 2:00:25. While not knocking down the barrier completely, Kipchoge trimmed over two minutes off the time of the current world record.

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British rapper Kano celebrates his countryman Anthony Joshua’s rise to greatness. The spoken word tribute touts the boxer as rising in the ranks. Though history is always being rewritten, only those who sacrifice and are determined will have their place in everyone’s memory. With his title belt over his shoulder, Joshua raises his fist in solidarity as Kano says the boxer is seizing his moment. Under Armour urges you to seize yours.

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Breaking the 55-year old triple-double record seems like a colossal task for any NBA player, but the Jordan brand and Westbrook beg the question: why not? During the 1961-62 NBA season, Oscar “The Big O” Robertson made history by becoming the first player in NBA history to average a triple-double during the season. The feat, difficult to earn on a single night, was done 42 times by Oklahoma City Thunder point guard Russell Westbrook, topping Oscar Robertson’s 41 triple-doubles. And although it took 55 years for someone to do it again, the torch has passed from “The Big O” to “The Big 0”, the number Russell Westbrook on his jersey.

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As “A Change Is Gonna Come” plays, athletes of all races and backgrounds come together to reflect on the boundaries of equality. On the field, we are defined by our actions – off the field, it is our looks and beliefs that shape our worth. What if the bond between players could exist between all people? Nike believes that if we can be equals during the game, we can be equals everywhere. Opportunity should not discriminate outside those lines.

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With striking visuals and a remix of Frank Sinatra’s iconic song, “My Way,” adidas spotlights the artists, musicians and athletes who are breaking new ground by adding their own spin to original work. From upside-down Shaolin monks to Botticelli’s Birth of Venus, the concept of originality takes on a new life as these works inspire modern pieces and a new generation of creativity.

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Since he was a young boy, Paul Pogba has been creative with his soccer game. Practicing on the streets, he grew up to become a professional player for Manchester United, supported by adidas for his determination to be a creator.

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Over the course of our lifetime, we will grow and change. Our hands wear the battle scars of our journeys. The Reebok “Be More Human” campaign encourages everyone to embrace their flaws and live up to their full potential.

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A young girl plays dress up in her mother’s closet, stumbling around in black high heels until she finds several boxes of tennis shoes and photos. When Mom comes home, she finds her daughter standing in a pair of her old Reeboks.

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We’ve been fed a lie.These ladies know that it takes more than just hard work. It takes creativity to redefine routines and defy the status quo with concert-like workouts, ultra advanced yoga poses and rain-soaked runs.