Creative B2B Lions

Work that successfully carries a brand's message across multiple platforms and channels, both online and offline, to create a seamless and cohesive brand experience throughout the full campaign journey. This includes cross-channel storytelling, multichannel engagement and any work that demonstrates how B2B content featuring a brand's message, product or service has been seamlessly implemented across various touchpoints to amplify meaningful experiences and customer engagement.

Physical or digital experiences that are set up to engage and strengthen relationships and make the brand more memorable. This may include but is not limited to immersive brand storytelling, experiential marketing, live events, use of mobile, VR/AR, installations, virtual worlds and multiscreen and multidimensional experiences. Does not include prototypes of early-stage technology.

Creative use of content to increase business or customer activity throughout the full campaign journey. This could include, but not be limited to, film, audio and radio, branded content, PR, thought leadership etc

Work that effectively attracts new customers, drives engagement or strengthens existing customer relationships through data-driven targeting and strategic audience engagement. This may include top-of-funnel demand generation designed to build broad awareness and interest, account-based marketing (ABM), as well as targeted campaigns that use innovative data and insights to convert prospects and grow customer activity. The work should demonstrate how audience understanding and strategic targeting led to measurable business outcomes.

Creative use of influencers or creators to drive industry conversation and purchase decisions and improve brand perception and impact business objectives, community or consumers.

Brand-building campaigns and positioning strategies that created lasting business value over multiple years. Entries should demonstrate how sustained investment in a brand platform or strategic positioning delivered measurable growth in brand equity, customer loyalty, market position or revenue. Work should have been live in the market between 1 February 2024 – 08 April 2027. There is an increased eligibility for this category of 3 years: 01 February 2024 – 08 April 2027.

Creative B2B ideas brought to life through exceptional craft. This could include, but not be limited to, art direction, digital craft, film craft, copywriting, illustration, typography, photography, etc.

Brands that have creatively adapted their approach in response to market shifts, competitor pressure or local, regional or global issues by challenging the status quo. The work should demonstrate progressive thinking and innovative creativity that embraces new ways of delivering the brand, whether by disrupting established market norms, responding to external pressures or redefining category expectations. Entries should show how the brand's adaptive strategy created meaningful impact and consideration for its audience.

Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.

Creative ideas developed for large enterprise organisations with more than 1,000 employees, designed to build preference, influence complex buying decisions and drive commercial growth. Work should demonstrate how creativity addresses the challenges of enterprise B2B marketing, from engaging multiple stakeholders and buying groups to building trust across extended buying cycles, differentiating brands in competitive markets.

Work that successfully carries a brand’s message across multiple platforms/channels, both online and offline to create a seamless, cohesive brand experience reaching both business partners and end consumers. This may include cross-channel storytelling, multichannel engagement or any work that demonstrates how B2B content featuring a brand’s message, product or service has been seamlessly implemented on various touchpoints to amplify meaningful experiences and engagement across the full value chain.​

Physical or digital experiences that strengthen relationships with both channel partners and end consumers, making the brand more memorable across the full value chain. This may include but is not limited to immersive brand storytelling, experiential marketing, live events, use of mobile, VR/AR, installations, virtual worlds and multiscreen and multidimensional experiences. Does not include prototypes of early-stage technology.​

Creative use of content to drive awareness, consideration or action among both business partners and end consumers. This could include, but not be limited to, film, audio and radio, branded content, PR, thought leadership etc.

Work that effectively attracts, engages or strengthens relationships with both channel partners and end consumers through data-driven targeting and strategic audience engagement. The work should show innovative use of data and insights leading to an increase in conversion, new business or customer activity.​

Creative use of influencers or creators to drive industry conversation, influence channel partners, improve brand perception among both business and consumer audiences to impact business objectives, community or consumers.

Brand-building campaigns and positioning strategies that created lasting business value over multiple years. Entries should demonstrate how sustained investment in a brand platform or strategic positioning delivered measurable growth in brand equity, customer loyalty, market position or revenue across both business and consumer audiences. Work should have been live in the market between 1 February 2024 – 08 April 2027.

Creative B2B ideas brought to life through exceptional craft that resonates with both business partners and end consumers. This could include, but not be limited to, art direction, digital craft, film craft, copywriting, illustration, typography, photography, etc.

Brands that creatively adapted their approach in response to market shifts, competitor pressure or local, regional or global issues by challenging the status quo across both business and consumer audiences. The work should demonstrate progressive thinking and innovative creativity that embraces new ways of delivering the brand across the full value chain, whether by disrupting established market norms, responding to external pressures or redefining category expectations.

Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting business partners and consumers to culture.​

Work that successfully carries a brand’s message across multiple platforms/channels, both online and offline, using consumer engagement to create demand that flows back to business buyers. The work should demonstrate how B2B content featuring a brand’s message, product or service has been seamlessly implemented across touchpoints to amplify meaningful experiences and customer engagement.​

Physical or digital experiences that engage consumers and build brand affinity, creating pull-through demand that influences purchasing decisions. This may include but is not limited to immersive brand storytelling, experiential marketing, live events, use of mobile, VR/AR, installations, virtual worlds and multiscreen and multidimensional experiences. Does not include prototypes of early-stage technology.​

Creative use of content to drive consumer awareness and consideration that translates into business demand. This could include, but not be limited to, film, audio and radio, branded content, PR, thought leadership etc.

Work that effectively attracts and engages consumers to create demand signals that drive business leads, pipelines or purchasing decisions through data-driven targeting and personalisation. The work should show innovative use of data and insights leading to an increase in new business or customer activity.​

Creative use of influencers or creators to drive consumer conversation, improve brand perception and drive purchase decisions that ultimately influence business buyers and decision-makers.

Brand-building campaigns and positioning strategies that created lasting business value over multiple years. Entries should demonstrate how sustained investment in a brand platform or strategic positioning delivered measurable growth in brand equity, customer loyalty, market position or revenue. Work should have been live in the market between 1 February 2024 – 08 April 2027.

Creative B2B ideas brought to life through exceptional craft. This could include, but not be limited to, art direction, digital craft, film craft, copywriting, illustration, typography, photography, etc.

Brands that creatively adapted their approach in response to market shifts, competitor pressure or local, regional or global issues by challenging the status quo through consumer influence. The work should demonstrate progressive thinking and innovative creativity that uses consumer engagement to disrupt traditional purchasing patterns and industry norms, whether by redefining category expectations, responding to external pressures or challenging established market conventions.

Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting consumers to culture to influence business purchasing decisions.​

The word limit for this section is 100 words.

This question is compulsory.

1. B2B (Business-to-Business): Businesses providing products or services to other businesses.
2. B2B2C (Business-to-Business-to-Consumer): A business selling to another business, which then delivers products or services to consumers.
3. B2C2B (Business-to-Consumer-to-Business): Businesses that engage consumers who, in turn, influence or resell products/services to other businesses, often through platforms or partnerships.

There is no word limit for this section.

This question is compulsory.

Please provide any brand and cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work.

You should outline why this piece of work was created for this particular brand, in this market, at this particular moment in time, with all of the cultural and market conditions.

The word limit for this section is 250 words.

This question is compulsory.

Please select the objective(s) that were most important when creating this work – what the work set out to achieve.

For the jury to accurately assess the work, it must first establish its objectives. As you progress through the entry system, you must link your results back to each objective selected.

• Overachieve on brand metrics (e.g. awareness, engagement)
• Change consumer behaviour (e.g. attitudes, frequency, penetration)
• Create short-term sales growth (e.g. sales, promotions, discounts)
• Improve brand health (e.g. consideration, preference)
• Create sustained sales success (e.g. profit, sales)
• Create long-term brand and sales growth (e.g. shareholder value, retention, loyalty)

There is no word limit for this section.

This question is compulsory.

Please provide a summary of your entry.

• Describe the background and context behind the work.
• What creative challenges did the work face?

This should be an overview of the work and an analysis of its effectiveness. You should describe how the objectives of the campaign have been successfully met.

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the creative idea of the work:

• Does the work cross boundaries/have the ability to think beyond conventional boundaries or categories?
• Does the work evoke surprise/have the power to continue captivating attention?
• Does the work transcend the original challenge?
• Does the work incorporate breakthrough thinking?

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the strategy:

• Was the strategy based on consumer behaviour and/or cultural insight?
• Did the insight come from research and data?
• Did creativity play a key role in the interpretation of the business challenge?
• Was this piece of work relevant to the defined target audience?
• Does the work genuinely solve a real problem?

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the execution:

• How effectively was the concept brought to life?
• What specific implementation strategies were employed to ensure success?
• Which channels were utilised for placement, and were they optimal for reaching the target audience?
• How extensive was the scale of the execution in relation to the defined objectives?
• Did the execution adapt to any unexpected challenges or changes in the environment?

The word limit for this section is 150 words.

This question is compulsory.

Please refer back to the objectives selected when answering this question. Consider:

• performance against brand metrics (e.g. awareness, engagement)
• change in consumer behaviour (e.g. attitudes, frequency, penetration)
• indications of short-, medium- or long-term sales success (e.g. achievement against business targets, shareholder value, profit, revenue, ROI, sales, share)
• brand health improvement (e.g. consideration, preference)
• potential changes in government regulations or societal/economic events (e.g. changes in economic, political, social factors).

The word limit for this section is 150 words.

This question is compulsory.

If yes, you must disclose how it was used, considering the following:

• What AI tools were used?
• What was the extent of AI use in the final work?
• What were the data sources or inputs for any AI-generated elements, and where did they originate?

For guidance on acceptable AI usage please refer to the LIONS Integrity Handbook. Misrepresentation or wilful omission may result in your entry being withdrawn.

The word limit for this section is 150 words.

This question is compulsory.

As a member of AdNet Zero, we believe in the collective responsibility to reduce the carbon impact of developing, producing and running advertising to achieve real net zero. Please outline how this piece of work aligns with the brand's sustainability strategy and consider the following:

• Environmental cost: What steps were taken to measure, reduce and manage the environmental footprint of the work across its life cycle?
• Meaningful claims: What evidence can you provide to support any sustainability related claims made in the work, ensuring they are credible and meaningful?
• Long-term commitments: How do the sustainability-related claims reflect the brand's broader strategy and focus on relevant issues?

Please provide details of the benchmarks used to measure the success of this work's contribution to the overall strategy. This could include but is not limited to targets related to advertising business operations - advertising production - media planning and buying.

There is no word limit for this section.

This question is optional.

Based on the brief, what consideration was given to representation and diversity of the team(s) involved?

What consideration was given to accessibility in the work and what role did DEI thinking play throughout the development of the work?

There is no word limit for this section.

This question is optional.

If there are additional results you wish to disclose to the Jury but prefer to keep confidential, please enter them below.

The word limit for this section is 150 words.

This question is optional.

Please explain how market shifts, competitor pressure or external issues inspired the creative approach, and how the work challenged established norms, differentiated the brand or disrupted its category.

This question is compulsory for A08.

Please tell us how the brand purpose inspired the work

• Explain how the purpose is ingrained in the core values and mission of the brand’s DNA.
• Discuss the impact of these initiatives on communities, society or the environment.

The word limit for this section is 150 words.

This question is compulsory for A09.