Creative Data Lions

Creative work that uses data to fundamentally improve creative output and consumer experience. This can include, but not be limited to, personalisation, dynamic content, and interactive experiences where data demonstrably elevates the creative concept and delivers superior business outcomes.

Creative campaigns that leverage live data streams to deliver responsive, contextually relevant content. Work should demonstrate how real-time data integration creates more timely, personalised, or situationally appropriate creative experiences.

Innovative visual representations of complex data that drive consumer understanding and behaviour change. This can include, but not be limited to, interactive dashboards, data-driven installations, dynamic infographics, and immersive data experiences that make information compelling and actionable.

Strategic use of data insights to define target audiences, creative messaging, channel selection, or brand positioning. The work should show how quantitative insights fundamentally shaped creative direction and improved campaign effectiveness.

Innovative approaches to gathering, sourcing, or aggregating data that unlock new creative opportunities. This can include, but not be limited to, novel research methodologies, creative data partnerships, or breakthrough data discovery that drives superior brand strategy.

Creative campaigns that combine multiple data sources to generate new insights and creative opportunities. Work must demonstrate how connecting disparate data streams enabled breakthrough creative solutions or audience understanding.

Work that strategically harness retailer-owned data and channels (such as websites, apps and in-store displays) to create targeted creative experiences at crucial decision-making moments, using first-party insights and purchase behaviour data to enhance brand relevance and drive measurable business outcomes.

Creative solutions enabled by breakthrough data infrastructure, systems architecture, or data management platforms. The work should demonstrate how innovative data infrastructure design, cloud solutions, API integrations, or data pipeline architecture unlocked new creative possibilities and campaign effectiveness at scale.

Creative use of data to transform media planning, buying, and optimisation. This can include, but not be limited to, breakthrough programmatic creative, audience discovery through media data, cross-platform attribution modelling, and innovative media measurement that drives creative effectiveness and media efficiency.

Development or application of data-driven tools, platforms, algorithms, or models that enhance creative capabilities. This can include, but not be limited to, predictive creative systems, or breakthrough technology that transforms how creative work is conceived or delivered.

Creative interpretation of social media data to build authentic connections with specific communities. The work should show how social listening, sentiment analysis, or community data drove creative solutions that resonate with target audiences.

Celebrating the creative execution and artistry enabled by data. Work should demonstrate exceptional form, function, and user experience where data served as the strategic foundation for the creative execution. This includes, but is not limited to, AI predictive modelling, behavioural analytics, real-time personalisation and algorithmic logic. ​

Physical or digital products created through data insights and research. The work must clearly demonstrate how data contributed to product development, user experience design, and measurable business success.

Work that transform data insights into compelling brand narratives. The work should show how data-driven stories increased engagement, changed perceptions, or drove meaningful consumer action.

Creative solutions that demonstrate responsible data use while delivering exceptional consumer experiences. The work should demonstrate how privacy-first approaches, transparent data practices, ethical AI implementation, or consumer data empowerment created competitive advantage and built trust.

Data-driven work addressing social, environmental, or ethical issues. The work should demonstrate how creative use of data amplified brand purpose, drove social impact, or connected consumers to meaningful causes.

Creative data solutions that achieved maximum impact despite budget constraints. The work must show how smart data strategy, innovative thinking, and efficient resource allocation solved significant business challenges.

Data-driven creative work that fundamentally changed market dynamics, consumer behaviour, or industry practices. Must demonstrate how creative data application created new market opportunities or disrupted established competitors.

Data-driven 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.

Work that honours brands that 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.

The word limit for this section is 100 words.

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:

• 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. 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.

If yes, you must disclose how it was used, considering the following:

• What AI tools were used?
• What was the extent of AI use in the final work?
• What were the data sources or inputs for any AI-generated elements, and where did they originate?

For guidance on acceptable AI usage please refer to the LIONS Integrity Handbook. Misrepresentation or wilful omission may result in your entry being withdrawn.

The word limit for this section is 150 words.

This question is compulsory.

As a member of AdNet Zero, we believe in the collective responsibility to reduce the carbon impact of developing, producing and running advertising to achieve real net zero. Please outline how this piece of work aligns with the brand's sustainability strategy and consider the following:

• Environmental cost: What steps were taken to measure, reduce and manage the environmental footprint of the work across its life cycle?
• Meaningful claims: What evidence can you provide to support any sustainability related claims made in the work, ensuring they are credible and meaningful?
• Long-term commitments: How do the sustainability-related claims reflect the brand's broader strategy and focus on relevant issues?

Please provide details of the benchmarks used to measure the success of this work's contribution to the overall strategy. This could include but is not limited to targets related to advertising business operations - advertising production - media planning and buying.

There is no word limit for this section.

This question is optional.

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?

There is no word limit for this section.

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.

Please outline how AI powered this data-led creative. Identify the AI model/tool, where AI influenced the user experience.

Please tell us how the purpose-driven data solutions 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 E02.

Budget Details

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

• 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 recommend providing as much context as possible to understand the budget spend. 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 F01.

Please tell us how market disruption & transformation inspired the work.

The word limit for this section is 150 words.

This question is compulsory for F02.

Please tell us about the specific cultural insight that drove the nuanced engagement behind this work.

The word limit for this section is 150 words.

This question is compulsory for F03.

Please tell us about the specific cultural insight that drove the nuanced engagement behind this work.