awards / lions / Creative Strategy

Creative Strategy

The Creative Strategy Lions celebrate the idea behind the idea – how strategic planning can redefine a brand, reinvent its business, and influence consumers or wider culture.

The work will need to demonstrate exceptional interpretation of the business/brand challenge, breakthrough thinking and transformational problem solving that led to a compelling creative strategy.


A number of criteria will be considered during judging, weighted as follows: 30% interpretation of business/brand challenge; 30% insight/breakthrough thinking; 20% creative idea; 20% outcome/results.

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

For Creative Strategy Lions the eligibility dates are 11 February 2021 - 11 April 2024 where the strategy being judged was first implemented within the eligibility period, except for category 'C04 Long-term Strategy', which has an eligibility period of 11 February 2019 - 11 April 2024.

Resources for the Creative Strategy Lions

Compulsory Material Guide

What does winning work look like?



To take on big players in the telco industry, Skinny went small. It designed a nationwide campaign designed to reach everyone in New Zealand with an ad for Skinny, hosted by someone they might know. While Skinny was earning trust, friend-vertisers were earning mobile credits for every friend that signed up. This work took home a Bronze Lion in Creative Strategy.