Creative Commerce
The Creative Commerce Lions celebrate the innovative and creative approach to online and offline commerce and payment solutions.
The work should demonstrate how innovation and optimisation at any point of the end-to-end customer journey led to increased consumer engagement and commercial success.
The work should demonstrate how innovation and optimisation at any point of the end-to-end customer journey led to increased consumer engagement and commercial success.
Overview
A number of criteria will be considered during judging, weighted as follows: 30% idea; 20% strategy; 20% execution; 30% results.
The same piece of work can be entered up to four times in Creative Commerce. However, the same piece of work may only be entered once in ‘A. Creative Commerce: Sectors’.
Subtitles are highly recommended on all case films, films, demo films and original content.
The same piece of work can be entered up to four times in Creative Commerce. However, the same piece of work may only be entered once in ‘A. Creative Commerce: Sectors’.
Subtitles are highly recommended on all case films, films, demo films and original content.
A. Creative Commerce: Sectors
The same entry can be submitted only once in this section.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including but not limited to food and beverages, toiletries, cleaning products, other household goods, other FMCGs, clothing and accessories, furniture, and consumer electronics.
* All fast-food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including but not limited to food and beverages, toiletries, cleaning products, other household goods, other FMCGs, clothing and accessories, furniture, and consumer electronics.
* All fast-food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
B. Commerce Channels
Work in these categories will be judged on commerce creativity and channel innovation.
B01 Social/Influencer Commerce.
Work that harnesses social platforms to engage consumers and drive business results.
B02 Mobile-Led Commerce.
The creative application of mobile commerce solutions that led to optimisation of the customer journey, increased engagement and commercial success. This may include, but is not limited to, apps, wallets, reward programmes and hyper-convenience.
B03 Entertainment Commerce.
The seamless integration of transactional commerce and entertainment content through unexpected partnerships and brand experiences. This could include, but not be limited to, long-form content, retail theatre, gaming, sports, music, virtual worlds, etc.
B04 Omnichannel Commerce.
Work that effectively integrates multiple conversion touchpoints in Social, digital and/or physical channels
B05 Innovative use of Commerce Channel.
Commerce work that demonstrates the inventive use of new or existing technology, platforms, media or channels.
B06 Retail Media. NEW
Brands that strategically harness retailer-owned channels (such as websites, apps, and in-store displays) to engage consumers at crucial decision-making moments, using targeted insights to enhance brand relevance and drive measurable business outcomes.
B01 Social/Influencer Commerce.
Work that harnesses social platforms to engage consumers and drive business results.
B02 Mobile-Led Commerce.
The creative application of mobile commerce solutions that led to optimisation of the customer journey, increased engagement and commercial success. This may include, but is not limited to, apps, wallets, reward programmes and hyper-convenience.
B03 Entertainment Commerce.
The seamless integration of transactional commerce and entertainment content through unexpected partnerships and brand experiences. This could include, but not be limited to, long-form content, retail theatre, gaming, sports, music, virtual worlds, etc.
B04 Omnichannel Commerce.
Work that effectively integrates multiple conversion touchpoints in Social, digital and/or physical channels
B05 Innovative use of Commerce Channel.
Commerce work that demonstrates the inventive use of new or existing technology, platforms, media or channels.
B06 Retail Media. NEW
Brands that strategically harness retailer-owned channels (such as websites, apps, and in-store displays) to engage consumers at crucial decision-making moments, using targeted insights to enhance brand relevance and drive measurable business outcomes.
C. Engagement
Creative commerce work in this section should focus on engaging and captivating audiences both online and offline.
C01 Targeting, Insights and Personalisation.
Dynamic content that enriches the user’s shopping experience and drives engagement to achieve business results.
C02 Conversational Commerce.
Work that uses messaging services, chatbots, voice assistants, customer assistance, etc. to improve the online shopping experience through real-time, personalised customer engagement.
C03 In-Store Experiences.
This could include, but not be limited to, offline retail promotions, store displays, pop-up stores and events, product sampling/trials, limited-edition products, etc.
C04 Customer Acquisition & Retention.
Online and offline work designed to attract or maintain customers, encourage customer activity and increase overall transaction value. This may include but is not limited to promotions, competitions, geofencing, app and social integration, etc.
C05 New Realities & Emerging Tech.
Immersive experiences that creatively push the boundaries of technology within commerce. This may include but not be limited to AI, AR, VR, wearable tech and mobile devices, voice technology, blockchain technology, Web3, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
C06 Brand Strategy.
Innovative strategic solutions to brand challenges that have a tangible impact on customer experience and engagement.
C01 Targeting, Insights and Personalisation.
Dynamic content that enriches the user’s shopping experience and drives engagement to achieve business results.
C02 Conversational Commerce.
Work that uses messaging services, chatbots, voice assistants, customer assistance, etc. to improve the online shopping experience through real-time, personalised customer engagement.
C03 In-Store Experiences.
This could include, but not be limited to, offline retail promotions, store displays, pop-up stores and events, product sampling/trials, limited-edition products, etc.
C04 Customer Acquisition & Retention.
Online and offline work designed to attract or maintain customers, encourage customer activity and increase overall transaction value. This may include but is not limited to promotions, competitions, geofencing, app and social integration, etc.
C05 New Realities & Emerging Tech.
Immersive experiences that creatively push the boundaries of technology within commerce. This may include but not be limited to AI, AR, VR, wearable tech and mobile devices, voice technology, blockchain technology, Web3, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
C06 Brand Strategy.
Innovative strategic solutions to brand challenges that have a tangible impact on customer experience and engagement.
D. User Experience
Commerce work in this section should focus on the customer journey, ensuring a seamless experience at every touchpoint.
D01 End-to-End Commerce.
Celebrating the entire customer journey, from initial awareness through to post-purchase. This could include, but not be limited to, UX, UI, user experience patterns, conventions, preferences, branding, etc.
D02 eCommerce Websites/Apps.
The creation of exceptional e-commerce B2B or B2C websites or apps. This may include, but is not limited to, the seamless user experience, functionality and the conversion rate of the website/app in order to drive sales.
D03 Payment Solutions.
Creative use of payment solutions. This could include, but not be limited to, software and apps, blockchain technology, cryptocurrencies, NFTs, mobile wallet and reward programme automation, delegated authority, hyper-convenience and order buttons. Does not include prototypes of early-stage technology.
D04 Sustainable Commerce.
This could include, but not be limited to, responsible consumption and production, packaging, economic models (i.e. replenishment), environmentally friendly shipping options, waste management, commerce for good, etc.
D05 Inclusive Commerce. NEW
Initiatives that have successfully designed and implemented commerce strategies prioritising inclusivity and accessibility for diverse audiences. Work that embraces inclusivity whether through product innovation, technology, or distribution, driving equitable economic participation and fostering a more diverse and empowered consumer base.
D01 End-to-End Commerce.
Celebrating the entire customer journey, from initial awareness through to post-purchase. This could include, but not be limited to, UX, UI, user experience patterns, conventions, preferences, branding, etc.
D02 eCommerce Websites/Apps.
The creation of exceptional e-commerce B2B or B2C websites or apps. This may include, but is not limited to, the seamless user experience, functionality and the conversion rate of the website/app in order to drive sales.
D03 Payment Solutions.
Creative use of payment solutions. This could include, but not be limited to, software and apps, blockchain technology, cryptocurrencies, NFTs, mobile wallet and reward programme automation, delegated authority, hyper-convenience and order buttons. Does not include prototypes of early-stage technology.
D04 Sustainable Commerce.
This could include, but not be limited to, responsible consumption and production, packaging, economic models (i.e. replenishment), environmentally friendly shipping options, waste management, commerce for good, etc.
D05 Inclusive Commerce. NEW
Initiatives that have successfully designed and implemented commerce strategies prioritising inclusivity and accessibility for diverse audiences. Work that embraces inclusivity whether through product innovation, technology, or distribution, driving equitable economic participation and fostering a more diverse and empowered consumer base.
E. Challenges & Breakthroughs
Creative and innovative work that's brought to life through deep cultural insight, regional context and progressive thinking.
E01 Challenger Brand.
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.
E02 Social Behaviour.
Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.
E03 Breakthrough on a Budget.
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.
E04 Corporate Purpose & Social Responsibility.
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.
E05 Use of Humour. NEW
Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
E06 Market Disruption.
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.
E07 Cultural Engagement. NEW
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.
E01 Challenger Brand.
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.
E02 Social Behaviour.
Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.
E03 Breakthrough on a Budget.
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.
E04 Corporate Purpose & Social Responsibility.
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.
E05 Use of Humour. NEW
Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
E06 Market Disruption.
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.
E07 Cultural Engagement. NEW
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.