Creative Effectiveness Lions

All fast-moving and durable consumer goods, including but not limited to food and beverages, beauty products, toiletries, cleaning products, other household goods, other FMCGs, fashion, lifestyle, clothing and accessories, furniture, and consumer electronics.

All fast-food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.

Pharma, OTC drugs, wellness.

If the work has been created for a Charity/NFP then this should be entered into A07.

Vehicles, other automobiles.

All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.

Music, film, television, publications and media, books, news, digital platforms and other media.

All commercial public services, legal, financial, education, B2B technology, consultancies and professional services, other business services, internal and corporate communications.

Government, public information, NGOs, military, charities, non-profit organisations.

All corporate social responsibility work should be entered in the relevant sector and/or B04. Creative Effectiveness for Good category in section B. Market.

Work that has been implemented in a single market with a single target market at its core. The work should describe how it was designed for the target market and how the tangible business results were achieved.

Work implemented across multiple markets (two or more) with an approach intentionally designed for cross-market rollout and local adaptation. The work should describe the multi-market design, the localisation/orchestration approach, and the tangible business results by market and in aggregate.

Work implemented globally, using a unified global strategy. The work should describe how it was creatively designed to run globally and how the tangible business results were achieved.

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. The work should illustrate how the campaign drove tangible results and was instrumental to cultural change or integral to achieving a brand's purpose.

Work created to launch a product or service.

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

Work that effectively attracts new customers or drives new engagement. The work should show an increase in new business or customer activity.

Work that enhances or strengthens existing customer relationships. The work should demonstrate a measurable improvement in repeat engagement, customer loyalty, or ongoing customer activity.

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

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

Celebrating the measurable impact of creative work that is the result of a collaboration between multiple organisations to achieve a business goal. The work should demonstrate how the collaborative effort drove tangible business results.

Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.

Brands that 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.

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.

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
• Explain the solution
• Describe the execution.

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 500 words.

This question is compulsory.

Tell us how the work engaged your target audience and increased awareness. Please include any metrics used to measure engagement and awareness in your narrative. Some examples of these may include but are not limited to:

• Social Shares
• Earned Impressions
• Campaign Recall
• Earned Media Placements
• Campaign Response Rate
• Campaign Reach.

The word limit for this section is 500 words.

This question is compulsory.

Tell us about a behaviour breakthrough that inspired the work. Please include any metrics used to measure a change in behaviour in your narrative. Some examples of these may include but are not limited to:

• Frequency of Purchase
• Weight of Purchase
• Trial
• Repurchase
• Churn
• Penetration.

The word limit for this section is 500 words.

This question is compulsory.

Tell us about how the work improved your brand’s reputation and positioning. Please include any metrics used to measure brand affinity and sentiment in your narrative. Some examples of these may include but are not limited to:

• Brand Awareness
• Brand Consideration
• Brand Preference
• NPS Increase
• Purchase Intent.

The word limit for this section is 500 words.

This question is compulsory.

• Please tell us about the commercial success of the work. Please include any metrics used to measure commercial success in your narrative. Some examples of these may include but are not limited to:
• Sales value/revenue increase
• Sales volume/unit increase
• Incremental sales value
• Incremental profit value
• Market share increase -value
• Market share increase - volume
• Return on investment - sales revenue
• Return on investment - profit

The word limit for this section is 500 words.

This question is compulsory.

What impact did it have in the market? Please explain what happened after the communications went live. The work should give as many examples as possible on how the communications have worked, in order to strengthen the case.

The word limit for this section is 400 words.

This question is compulsory.

Please explain if there were any other discounting factors that may have impacted on the effectiveness of your work. E.g. sales, promotions or events that occurred during the campaign period and that would have influenced the results. You may use econometrics, tests, and/or simply explain why communications were significant to the brand’s success and illustrate other key factors via charting/tables etc.

The word limit for this section is 400 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 200 words.

This question is optional.