Creative B2B Lions

Online or offline multichannel experiences made to engage and amplify a brand’s message, product or service.

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. This could include, but not be limited to, film, audio and radio, branded content, PR, etc.

Work that effectively attracts new customers, drives engagement or strengthens existing customer relationships through targeting. The work should show innovative use of data and insights leading to an increase in new business or customer activity.

Work that demonstrates deliberate and thoughtful introduction of measurement techniques that have had real impact on the performance of an organisation. This could include, but not be limited to, traffic, conversion rates, renewal rate, brand awareness, salience, consideration, innovation in measurement, etc.

Customised brand positioning strategies that demonstrate long-term brand affinity, growth and effectiveness. Methods should demonstrate how a long-running campaign was instrumental in achieving a brand's strategic objectives.

There is an increased eligibility for this category of 3 years: 06 February 2023 – 09 April 2026.

Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.

Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.

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.

Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.

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.

Work that successfully carries a brand’s message across multiple platforms/channels, both online and offline. The work should demonstrate how B2B content featuring a brand’s message, product or service has been seamlessly implemented on various channels to amplify meaningful experiences and customer engagement.

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

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.

• Yes
• No

This question is compulsory.

I would like the Jury to see this response when judging this work (tick box)

Please outline how this piece of work has aligned with the brand’s sustainability strategy. This could involve either operational measures to reduce the impact on the environment, and consumer strategies to encourage positive behaviour change, or both.

Please provide details of the benchmarks used for measuring the success of this piece of work’s contribution to the overall strategy. This could include, but is not limited to, targets around advertising business operations - advertising production - media planning and buying.

This question is optional.

I would like the Jury to see this response when judging this work (tick box)

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?

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.

Budget Details

Please provide budget details that show how the campaign achieved breakthrough results on a limited budget. Tell us about:

• the overall budget
• the breakdown of costs
• how the campaign maximised reach vs expenditure
• the significant impact this adjustment had on the campaign's effectiveness.

We highly recommend that you provide as much context as possible to understand the budget spend. Please complete as many of these questions as possible. However, we understand that different cases will have different types of results.

*(Any confidential information should be entered in the confidential information field)

The word limit for this section is 150 words.

This question is compulsory for A07.

Please tell us about how the work challenged or was different from the brand’s competitors.

The word limit for this section is 150 words.

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.

Please tell us how market disruption inspired the work.

The word limit for this section is 150 words.

This question is compulsory for A10.