There are indications that the winner was unlikely to be a traditional TV ad, with sources suggesting that judges would be likely to favour entries such as Tribal DDB Amsterdam's "carousel" online film for Philips' Cinema 21:9 television.
One juror said: "The feeling I get at the moment is that polished traditional TV will not fare as well as internet films or virals.
"In the tough economic climate, people are looking for believable content."
There was more chatter about which campaigns would scoop the Titanium and Integrated Lions.
Work such as "millions" and "the great schlep" by Droga5, both successful at D&AD, were being mooted as possible winners.
Meanwhile, many of the jurors in other categories have predicted Grand Prix success for campaigns that have already made a splash, such as "the best job in the world" for Tourism Queensland by CumminsNitro in Brisbane, which picked up Grands Prix in the PR and Direct categories.
The Promo Lions jurors were also backing "Yubari" by Beacon Communications in Tokyo, which won the Grand Prix in that category.
More from Cannes Lions 2009
