Impact

Celebrating commercial creative effectiveness and the techniques used to measure and impact branded communications.

  • Creative Effectiveness

    The Creative Effectiveness Lions celebrate the measurable impact of creativity. Entries will need to demonstrate hard results over the long term; that is, how the work drove tangible business effects, was instrumental to cultural change or integral in the achievement of brand purpose.

    • A number of criteria will be considered during judging and weighted as follows: 25% idea; 25% strategy; 50% impact and results.
    • The same piece of work can be entered up to four times in Creative Effectiveness.
    • To be eligible your work must have won or been shortlisted at Cannes Lions in 2015, 2016 or 2017.
    • The requirements for Creative Effectiveness include a 3,000 word submission and a 400 word summary. You can find full details in the Resources on the left.
    • If you are entering the same campaign into multiple categories, you will need to submit a separate entry paper for each category. We recommend that you tailor your entry to each category.
    • For any queries regarding Creative Effectiveness please get in touch, creativeeffectiveness@canneslions.com

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    • A. Creative Effectiveness

      If you'd like any support with your entry we have industry experts on hand through our Creative Effectiveness Advisory Scheme. Get in touch to be matched up with one of our advisors, who can help you with your submission.

      • A01. Creative Effectiveness

        Celebrating the measurable impact of creative work. Entries need to demonstrate how creative work drove tangible business results and was instrumental to cultural change or integral to the achievement of a brand's purpose.

      • A02. Creative Effectiveness for Good

        Celebrating the measurable impact of creative work with social purpose at the heart. The work should be for a charity, non-profit or government body or for brands who can demonstrate they worked in partnership with a not-for-profit organisation. Entries must illustrate how the campaign drove tangible results, was instrumental to cultural change or integral to achieving a brand's purpose.

      • A03. Single Country Creative Effectiveness

        Celebrating the measurable impact of creative work in a single country. Entrants will need to demonstrate how their campaign or initiative in a single country drove tangible business results, was instrumental to cultural change or integral to achieving a brand's purpose.

      • A04. Multi-country Creative Effectiveness

        Celebrating the measurable impact of creative work in different countries. Entries will need to demonstrate how a campaign that was tailored for multiple countries (minimum of 3 countries) drove tangible business results, was instrumental to cultural change or integral to achieving a brand's purpose.

      • A05. Long-term Creative Effectiveness

        Celebrating the long-term impact of creative work. Entries will need to demonstrate how a long running campaign drove tangible business results, was instrumental to cultural change or integral to achieving a brand's purpose. Entries in this category must show results over several years.

        Please refer to eligibility rules.
      • A06. Collaborative Creative Effectiveness

        Celebrating the measurable impact of creative work that is the result of a collaboration between clients and agencies, or multiple agencies that worked together to achieve a business goal. Entrants will need to demonstrate how the collaborative effort drove tangible business results and was instrumental to cultural change or integral to achieving a brand's purpose.