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Creative Effectiveness

The Creative Effectiveness Lions celebrate the measurable impact of creativity. Entries will need to demonstrate hard results over the long term; that is how the work drove tangible business effects, was instrumental to cultural change or integral in the achievement of brand purpose.

"The Creative Effectiveness Lions are the ultimate accolade in our business because they recognise the work that does best, validating the correlation between exceptional creativity and outstanding results."
Andrew Robertson, President and CEO, BBDO Worldwide, 2016 Creative Effectiveness Jury President
  • A number of criteria will be considered during judging and weighted as follows: 25% idea; 25% strategy; 50% impact and results.
  • The same piece of work can be entered a maximum of four times across the Creative Effectiveness categories.
Eligibility for Creative Effectiveness Lions only
To be eligible your work must have won or been shortlisted at Cannes Lions 2014, 2015 or 2016.

Need help? Get in touch, we're happy to talk you through the process.

Explore the new categories below:


    Within your submission for Creative Effectiveness we will require the following:

    400 word summary

    3,000 word submission answering the following questions:
    What were the objectives for the creative work?
    What was the strategy behind the creative work?
    What was the creative work?
    What effect did it have in the market?
    Explain if there were any other factors that may have impacted on the effectiveness of your campaign
    What was the commercial gain for your client as result of running the creative work?
    What do you think this case adds to our understanding of how creativity can be effective?

    If your entry has previously been entered into Creative Effectiveness you will need to provide a brief synopsis that outlines the previous iteration of the entry, as the jury will not have access to previous years’ papers.

    Supporting Material

    Entrants will not need to supply support materials. The original entry will be shown purely for context and it will not be considered as part of the 2016 judging criteria. It is not necessary to resupply materials as it in the festival archive.

    Additional Information

    All entries must be paid for and completed online at www.canneslions.com. You will not need to send your submission(s) to the Cannes Lions office.
    Entrants must use the template provided. We will not accept any other formats. Other formats will be returned for resubmission.
    Entrants must adhere to the word count limit of: Summary: 400 words and Written Submission: 3,000 words. Failure to do so will result in the return of your entry until it falls within the limit. It must be returned by the deadline otherwise it will not be accepted into the competition.
    ALL entries will be published in full on both the Cannes Lions and World Advertising Research Center (Warc Ltd.) websites, with the exception of information entered into the CONFIDENTAL INFORMATION SECTION of the Entry Form. The organisers retain the right to publish information outside this section without prior notification.
    The Festival reserves the right to reorganise the entry format to ensure consistency, however we will not modify the content


    Can I still enter if I submitted the work into Creative Effectiveness in previous years? 
    You are still eligible to enter as long as you demonstrate the most recent results and campaign evolution since the time of your last Creative Effectiveness entry.

    What if the work was only shortlisted? Can it still win? 

    Creative Effectiveness is judged with different criteria to other categories, with a 50% focus on the results and effectiveness of the campaign, 25% on strategy and 25% on the idea. 

    Does the entry have to be submitted on the Entry Template?

    Yes it does, for consistency for the jury. Do I need to supply any supporting materials? Entrants will not need to resupply support materials, as they are in the Festival archive. The 2016 material will be shown purely for context and it will not be considered as part of the 2017 judging criteria. 

    Do I need to send a hard copy of the submission and appendix? 

    No, we have all of the necessary files electronically. 

    Are graphs, charts and appendix counted towards the word count?
    No, they are not. 

    What is the client approval letter? 

    Client approval and review of the submission means that the client has approved entry of the campaign into the category and that they have reviewed the paper and are happy for you to put it forward. Please ensure it is on company letter head and that the signatory includes their contact details. Download an example here.