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Creative Effectiveness Lions

The Creative Effectiveness Lions celebrate the measurable impact of creative work.

Entries into this Lion will need to demonstrate how an effective strategy rooted in creativity has met its chosen business objectives, how it generated positive customer outcomes and drove sustainable business impact over time.

Overview

A number of criteria will be considered during judging and weighted as follows: 25% idea; 25% strategy; 50% impact and results.

To be eligible your work must have won or been shortlisted at Cannes Lions in 2019, 2020/2021 or 2022.

The same piece of work can be entered up to four times in Creative Effectiveness. However, the same piece of work may only be entered once in ‘A. Creative Effectiveness: Sectors’.

Explore the categories

A. Creative Effectiveness: Sectors

Work in this section should focus on effectiveness achieved in a particular sector, and whether the work achieved or exceeded its objectives and goals.

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

A01 Food & Drink.
All food & 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 B04. Creative Effectiveness for Good category in section B. Market.

B. Market

Work in this section should demonstrate how the work enabled the brand to effectively achieve their objectives in a chosen market.

B01 Single Market.
Work which has been implemented in a single market with a single target market at its core. Entries should describe how the work was creatively designed for the target market and the tangible business and/or awareness results achieved.

B02 Multi Market.
Work which has been implemented across multiple markets. Entries should describe how the work was creatively designed for multiple markets and the tangible business and/or awareness results achieved.

B03 Global Market.
Work which has been implemented globally. Entries should describe how the work was creatively designed to run globally and the tangible business and/or awareness results achieved.

B04 Creative Effectiveness for Good.
Celebrating the measurable impact of creative work with social purpose at the heart. The work should be for a charity, non-profit or government body or for brands who can demonstrate they worked in partnership with a not-for-profit organisation. Entries should illustrate how the campaign drove tangible results, was instrumental to cultural change or integral to achieving a brand's purpose.

C. Brand Challenges & Opportunities

Work in these categories should focus on the brand challenge or opportunity identified. Entries should explain their strategic response, as well as specific channels and touchpoints chosen and why.

C01 Launch.
Work created to launch a product or service.

C02 Re-Brand.
Rebrand / refresh of an existing brand identity for any product, service or organisation.

C03 Acquisition.
Work which effectively attracts new customers or drives new engagement. Entries should show an increase in new business or customer activity.

C04 Retention.
Work which enhances or strengthens existing customer relationships. Entries should show an increase in new business or customer activity.

C05 Real-time Response.
Effective targeted work which responds to world events, public affairs and other real-world, real-time activity prompting social sharing and a measurable response.

C06 Sustained Success.
Celebrating the long-term impact of creative work. Entries should demonstrate how a long running campaign drove tangible business results, was instrumental to cultural change or integral to achieving a brand’s purpose. Entries in this category must show results over several years.

C07 Collaboration.
Celebrating the measurable impact of creative work that is the result of a collaboration between brands and agencies or partner agencies to achieve a business goal. Entries should demonstrate how the collaborative effort drove tangible business results.

C08 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.

C09 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.

C10 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?

THE TAMPON BOOK: A BOOK AGAINST TAX DISCRIMINATION | THE FEMALE COMPANY 2022 Creative EffectivenessSCHOLZ & FRIENDS BERLIN | GERMANY GOLD CREATIVE EFFECTIVENESS LION

The Female Company, an online shop which sells organic female sanitary products wanted to take the lead in the feminist movement against the tampon tax - until recently, in Germany many luxury goods were taxed at the reduced rate of only 7 percent while tampons and other female sanitary products attracted the top value added tax rate of 19 percent. They sent 100 copies of 'The Tampon Book' to politicians and 100 copies to feminist influencers and journalists. Originally planned to be a one-off publicity stunt, 'The Tampon Book' became so successful, that The Female Company decided to make it available in Germany’s largest drugstore dm. To further ignite the discussion, they sent the book to outspoken feminist celebrities like Alice Schwarzer and furthermore to female politicians to increase the pressure on the German parliament.

2023 Jury President

Devika Bulchandani

Global CEO

Ogilvy

Other Lions in Strategy

Creative Strategy