Creative Data
The Creative Data Lions celebrate the interplay of ideas and information.
The work will need to demonstrate how the work was enhanced or driven by the creative use, interpretation, analysis or application of data. The creative use of data must sit at the core of the idea, and the results/impact must be clear and robust.
The work will need to demonstrate how the work was enhanced or driven by the creative use, interpretation, analysis or application of data. The creative use of data must sit at the core of the idea, and the results/impact must be clear and robust.
Overview
A number of criteria will be considered during judging, weighted as follows: 30% strategy; 30% use of data; 20% idea; 20% impact and results.
There is no overall limit to how many times the same piece of work can be entered into Creative Data as long as the categories chosen are relevant.
There is no overall limit to how many times the same piece of work can be entered into Creative Data as long as the categories chosen are relevant.
A. Creative Data
A01 Data-Enhanced Creativity.
Creative work elevated through the use of data or data-driven methods. This may include, but not be limited to, personalisation and interactivity. The enhancement should demonstrably improve both the customer experience and the outcome.
A02 Data-Driven Targeting.
The creative use or interpretation of data to deliver effective targeting. The work should demonstrate how data either contributed to programmatic targeting or provided a key quantitative insight that helped define the target, brand message or channel, allowed for better personalisation or increased a brand’s position in the market.
A03 Data-Driven Consumer Product.
Physical or digital products created using data and research. Work that clearly demonstrates how data has contributed to the development of the product and how the product met business objectives. Sales data and ongoing data based product improvements will be considered.
A04 Data Storytelling.
The creative use of data to convey a powerful brand narrative. The work should show how data-driven insight increased consumer engagement or how messages derived from data were presented to provide successful brand/consumer stories.
A05 Data Visualisation.
Bespoke visualisations of complex data that communicates information clearly and efficiently to consumers in a way that led to a change in behaviour. This includes but is not limited to online dynamic, static, interactive or real-time infographics and offline visualisations such as visual installations and activations.
A06 Data Technology.
All forms of data-driven technology. This may include, but is not limited to, models, tools, platforms, apps and algorithms. The work should demonstrate how the application or invention of data technology enhanced a creative message and clearly illustrate how the data technology improved a campaign, including a breakdown of audience, message, channels and delivery.
A07 Use of Real-Time Data.
Data created or used in real time that provides dynamic content or enables an ongoing consumer relationship. The work should clearly demonstrate the responsive relationship between real-time data and the creative output, showing how the data improved the consumer experience by making the creative more relevant, timelier or more personalised.
A08 Social Data & Insight.
The creative interpretation of data specifically generated from social media platforms in order to target, engage or develop a relationship with a specific audience or community. Insights gained through the strategic use of social data and associated targeting methods will be considered.
A09 Creative Data Collection & Research.
Data-driven research (including market research), data sourcing and/or data aggregation, carried out in order to deliver a stronger brand strategy. The work should thoroughly outline how the selected processes, research methodologies, technologies, channels and/or resources influenced the overall outcome.
A10 Data Integration.
The integration of multiple data streams to provide new insights from planning through to delivery of a creative campaign or brand strategy. This may include but is not limited to data collection or fusion and technology-enabled integration of data from various sources and the connection of data streams.
What does winning work look like?
THE ARTOIS PROBABILITY | ANHEUSER-BUSCH INBEV, STELLA ARTOIS 2023
GUT, BUENOS AIRES GRAND PRIX, CREATIVE DATA LIONS
Stella Artois sparked curiosity and conversation among art and beer enthusiasts by exploring the probability of its presence in historical paintings. It collected data from museum archives to create an algorithm that cross referenced the beer's history with art history to determine the likelihood of painted beers being Stella Artois. The work took home the Grand Prix in Creative Data.