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 creative data work that could only exist because of AI - work that pushes beyond conventional creative limitations to achieve outcomes, experiences, or innovations that would be fundamentally unattainable through traditional methods alone.

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.

Data-driven 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.

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.

• Yes
• No

This question is compulsory.

I would like the Jury to see this response when judging this work (tick box)

Please outline how this piece of work has aligned with the brand’s sustainability strategy. This could involve either operational measures to reduce the impact on the environment, and consumer strategies to encourage positive behaviour change, or both.

Please provide details of the benchmarks used for measuring the success of this piece of work’s contribution to the overall strategy. This could include, but is not limited to, targets around advertising business operations - advertising production - media planning and buying.

This question is optional.

I would like the Jury to see this response when judging this work (tick box)

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?

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 comment on how the brand resonated with a specific target audience in a single locality.

The word limit for this section is 150 words.

This question is compulsory for B01.

Please tell us how the work challenged or was different from the brand's competitors.

The word limit for this section is 150 words.

This question is compulsory for B02.

Please tell us how the work was designed/adapted for a single country / region / market.

The word limit for this section is 150 words.

This question is compulsory for B03.

Please tell us about the social behaviour that inspired the work.

The word limit for this section is 150 words.

This question is compulsory for B04.

Please tell us about the humour insight that inspired the work.

The word limit for this section is 150 words.

This question is compulsory for B05.

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 B06.

Please tell us how the brand purpose 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 B07.

Please tell us how market disruption inspired the work.

The word limit for this section is 150 words.

This question is compulsory for B08.

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 B09.