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As agencies battle each other for Lions next week in Cannes, a gesture of peace might just end up with the most hardware.
Burger King and Y&R's McWhopper offer to McDonald's for Peace One Day is one of the pre-festival favorites. But it's only one of several dozen remarkable campaigns on Leo Burnett's 29th annual Cannes Predictions list.
Burnett identified six key themes this year: inventions (DB's Brewtroleum, If Insurance's "Slow Down GPS," Samsung's "BrainBAND"), earned media (Cointreau's #NotComingSoon, Netflix's FU2016), creative media partnerships with Silicon Valley (The Art Institute's "Van Gogh BnB"), personalization (Beats by Dre's "Straight Outta"), authentic truth (REI's #OptOutside) and storytelling by animation ("Justino," "ShottaSoCo," "Paper," "Shoplifters").