The Creative Data Lions celebrate the interplay of ideas and information. Entries 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.
A number of criteria will be considered during judging and weighted as follows: 30% strategy; 30% application; 20% innovation; 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.
A01 Data-enhanced Creativity.
Creative work elevated through the use of data or data-driven methods, this may include, but not 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. Entries should demonstrate how data contributed either 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 which 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. Entries 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. Including 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. Entries 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, which provides dynamic content or enables an ongoing consumer relationship. Entries 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, timely or 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. Entries 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, fusion, technology enabled integration of data from various sources and connecting data streams.
DATA TIENDA | WECAPITAL 2022 DDB MEXICO MEXICO CITY | MEXICO CREATIVE DATA LIONS GRAND PRIX
Millions of low-income women in Mexico are unable to become entrepreneurs because they do not have access to bank credit. According to the National Banking and Securities Commission, 83% of them don’t have a “credit history” so their loan applications are rejected. Paradoxically, they are women who have received loans from neighborhood stores all their lives, so they have a long credit history. Datatienda.mx collects this information from the neighborhood businesses and uses it to create a credit history that secures them with the banks and allows them to obtain microcredits, financial inclusion, and economic autonomy.