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Creative Commerce Lions

The Creative Commerce Lions celebrate the innovative and creative approach to online and offline commerce, payment solutions and transactional journeys.

Entries will need to demonstrate how innovation and optimisation at any point of the end to end customer journey led to increased consumer engagement and commercial success.


A number of criteria will be considered during judging and 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’.

Explore the categories

A. Creative Commerce: Sectors

The same entry can be submitted only once in this section.

A01 Food & Drink.
All food and drinks.
* All fast food entries should be entered into A05. Retail.

A02 Consumer Goods.
Beauty, cleaning products, household goods, technology, furniture and lighting, toys, fashion, home appliances, other FMCG / consumer durables.

A03 Healthcare.
Pharma, OTC drugs, wellness.

A04 Automotive.
Vehicles, other automotive.

A05 Retail.
Retail, eCommerce, restaurants, fast food.

A06 Travel / Leisure.
Travel, tourism, transport, live events, museums & galleries, gambling, sports, gaming, other recreation.

A07 Media / Entertainment.
Music, film, television, publications & media, books, news, digital platforms, other media.

A08 Consumer Services / Business to Business.
All commercial public services, Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.

A09 Not-for-profit / Charity / Government .
Government, public information, NGOs, military, charities, non-profit organisations.
* All CSR work should be entered in the relevant sector and/or E04. Corporate Purpose & Social Responsibility category in section E. Challenges & Breakthroughs.

B. Channels

Work in these categories will be judged on commerce creativity and channel innovation.

B01 Social / Influencer Commerce.
Work which harnesses social platforms to engage consumers and drive business results.

B02 Mobile-led Commerce.
The creative application of mobile commerce solutions which led to the optimisation of the customer journey, increased engagement and commercial success. This may include, but is not limited to apps, wallets, reward programs and hyper convenience.

B03 Entertainment Commerce.
The seamless integration of transactional commerce and entertainment content through unexpected partnerships and brand experiences. Including, but not limited to, long form content, retail theatre, gaming, sports, music, virtual worlds, etc.

B04 Omnichannel Commerce.
Work that effectively integrates multiple digital and physical channels to provide exceptional customer experience and conversion.

B05 Sustainable Commerce.
Including, but not limited to, responsible consumption and production, packaging, economic models (ie replenishment), environmentally friendly shipping options, waste management, commerce for good, etc.

B06 Innovative use of Media.
Commerce work that demonstrates the inventive use of new or existing technology, platforms, media or channels.

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 which 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.
Including, but not limited to, offline retail promotions, store displays, pop-up stores and events, product sampling / trial, 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 Metaverse, New Realities & Emerging Tech. NEW
Immersive experiences which creatively push the boundaries of technology within commerce. Including but not limited to AR, VR, AI, wearable tech and mobile devices, voice technology, blockchain technology, Web3, gamification, virtual worlds, 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 Holistic Journey Design.
Celebrating the entire customer journey, from initial awareness through to post-purchase. Including, but not limited to, UX, UI, user experience patterns, conventions, preferences, branding, etc.

D02 eCommerce Websites / Apps.
The creation of exceptional eCommerce B2B or B2C websites or apps. This may include, but is not limited to, the seamless user experience, functionality & the conversion rate of the website / app in order to drive sales.

D03 Payment Solutions.
Creative use of payment solutions, including but not limited to, software & apps, blockchain technology, cryptocurrencies, NFTs, mobile wallets and reward programs automation, delegated authority, hyper convenience and order buttons. Does not include prototypes of early stage technology.

E. Challenges & Breakthroughs

Creative and innovative work which is brought to life through deep cultural insight, regional context and progressive thinking.

E01 Challenger Brand.
Brands which 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 & Cultural Insight.
Work inspired by a specific audience or community, hinging on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.

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. Entries 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 which address social, ethical and environmental issues. Entries should demonstrate how the brand’s purpose has created value and impacted communities by connecting customers to culture.

E05 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.

What does winning work look like?


In 2021, American restaurants were facing an unparalleled shortage in chicken wings, one of the country’s most popular foods. Wingstop, a brand built on the mission of “serving the world flavor”, was faced with an unimaginable challenge - how do you keep the lights on when your business depends on wings? Thanks to America’s preference for chicken breast, the overlooked chicken thigh was the one part of the supply not yet exhausted. Thighs were on 2% of menus in the U.S. whereas chicken wings were at 42%. With just weeks to act, Wingstop needed to transform its business away from selling wings and instead inspire people to try a new innovation from the brand - thighs.

2023 Jury President

Nancy Crimi-Lamanna

Chief Creative Office

FCB Canada

Other Lions in Experience

Brand Experience & Activation