As the Cannes Lions festivites have gotten underway and the predictions have been noted and posted, the shortlist for 2012 is about to reveal a few winners.  For me, I ask a few simple questions - did the work change the industry? Was there a value exchange that linked business objectives with consumer interests in a way that was ownable to the brand. Did the idea provoke a connection to brand?

As I peruse the submissions here are a few that caught my eye.

AMERICAN EXPRESS
In the Promo category, Year 2 of the Small Business Saturday does it for me.  American Express and Crispin have submitted chapter two of an idea that is riding a cultural trend in the states.

HELLMANN'S
What's for dinner tonight?  A common question that is aswered by this app from Hellmann’s which prints recipes on a personlized grocery receipts based on the food that you have purchased.  While some might find this a bit big brother - i think that the use of data creates a value exchnage that will generate more uses of the product.

SPRITE
While Sprite and Ogilvy did not change the industry with this one they did dramatize refreshing for these beach goers in a simple fun format.

C & A FASHION LIKE
This one struck me as pure genius as it played off a simple and true insight. The majoroity of woman question their fashion judement while shopping.  Knowing that, why not offer to let a network of people help you decide.  C & A's Like Fashion app brought the social network to the physical store. This was a great use of technology in the physical world.

Update: The Direct Grand Prix for American Express's Small Business Saturday campaign, which already won a Grand Prix in Promo & Activation.