Creative Commerce
The Creative Commerce Lions celebrate the innovative and creative approach to online and offline commerce, payment solutions and transactional journeys.
The work will need to demonstrate how innovation and optimisation at any point of the end-to-end customer journey led to increased consumer engagement and commercial success.
The work will need to demonstrate how innovation and optimisation at any point of the end-to-end customer journey led to increased consumer engagement and commercial success.
Overview
A number of criteria will be considered during judging, weighted as follows: 30% idea; 20% strategy; 20% execution; 30% results.
The same piece of work can be entered up to four times in Creative Commerce. However, the same piece of work may only be entered once in ‘A. Creative Commerce: Sectors’.
The same piece of work can be entered up to four times in Creative Commerce. However, the same piece of work may only be entered once in ‘A. Creative Commerce: Sectors’.
A. Creative Commerce: Sectors
The same entry can be submitted only once in this section.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture and consumer electronics.
* All fast food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
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 retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or E04. Corporate Purpose & Social Responsibility category in section E. Challenges & Breakthroughs.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture and consumer electronics.
* All fast food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
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 retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or E04. Corporate Purpose & Social Responsibility category in section E. Challenges & Breakthroughs.
B. Channels
Work in these categories will be judged on commerce creativity and channel innovation.
B01 Social/Influencer Commerce.
Work that harnesses social platforms to engage consumers and drive business results.
B02 Mobile-Led Commerce.
The creative application of mobile commerce solutions that led to optimisation of the customer journey, increased engagement and commercial success. This may include, but is not limited to, apps, wallets, reward programmes and hyper-convenience.
B03 Entertainment Commerce.
The seamless integration of transactional commerce and entertainment content through unexpected partnerships and brand experiences. This could include, but not be limited to, long-form content, retail theatre, gaming, sports, music, virtual worlds, etc.
B04 Omnichannel Commerce.
Work that effectively integrates multiple digital and physical channels to provide exceptional customer experience and conversion.
B05 Sustainable Commerce.
This could include, but not be limited to, responsible consumption and production, packaging, economic models (i.e. replenishment), environmentally friendly shipping options, waste management, commerce for good, etc.
B06 Innovative use of Media.
Commerce work that demonstrates the inventive use of new or existing technology, platforms, media or channels.
B01 Social/Influencer Commerce.
Work that harnesses social platforms to engage consumers and drive business results.
B02 Mobile-Led Commerce.
The creative application of mobile commerce solutions that led to optimisation of the customer journey, increased engagement and commercial success. This may include, but is not limited to, apps, wallets, reward programmes and hyper-convenience.
B03 Entertainment Commerce.
The seamless integration of transactional commerce and entertainment content through unexpected partnerships and brand experiences. This could include, but not be limited to, long-form content, retail theatre, gaming, sports, music, virtual worlds, etc.
B04 Omnichannel Commerce.
Work that effectively integrates multiple digital and physical channels to provide exceptional customer experience and conversion.
B05 Sustainable Commerce.
This could include, but not be limited to, responsible consumption and production, packaging, economic models (i.e. replenishment), environmentally friendly shipping options, waste management, commerce for good, etc.
B06 Innovative use of Media.
Commerce work that demonstrates the inventive use of new or existing technology, platforms, media or channels.
C. Engagement
Creative commerce work in this section should focus on engaging and captivating audiences both online and offline.
C01 Targeting, Insights and Personalisation.
Dynamic content that enriches the user’s shopping experience and drives engagement to achieve business results.
C02 Conversational Commerce.
Work that uses messaging services, chatbots, voice assistants, customer assistance, etc. to improve the online shopping experience through real-time, personalised customer engagement.
C03 In-Store Experiences.
This could include, but not be limited to, offline retail promotions, store displays, pop-up stores and events, product sampling/trials, limited-edition products, etc.
C04 Customer Acquisition & Retention.
Online and offline work designed to attract or maintain customers, encourage customer activity and increase overall transaction value. This may include but is not limited to promotions, competitions, geofencing, app and social integration, etc.
C05 Metaverse, New Realities & Emerging Tech.
Immersive experiences that creatively push the boundaries of technology within commerce. This may include but not be limited to AI, AR, VR, wearable tech and mobile devices, voice technology, blockchain technology, Web3, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
C06 Brand Strategy.
Innovative strategic solutions to brand challenges that have a tangible impact on customer experience and engagement.
C01 Targeting, Insights and Personalisation.
Dynamic content that enriches the user’s shopping experience and drives engagement to achieve business results.
C02 Conversational Commerce.
Work that uses messaging services, chatbots, voice assistants, customer assistance, etc. to improve the online shopping experience through real-time, personalised customer engagement.
C03 In-Store Experiences.
This could include, but not be limited to, offline retail promotions, store displays, pop-up stores and events, product sampling/trials, limited-edition products, etc.
C04 Customer Acquisition & Retention.
Online and offline work designed to attract or maintain customers, encourage customer activity and increase overall transaction value. This may include but is not limited to promotions, competitions, geofencing, app and social integration, etc.
C05 Metaverse, New Realities & Emerging Tech.
Immersive experiences that creatively push the boundaries of technology within commerce. This may include but not be limited to AI, AR, VR, wearable tech and mobile devices, voice technology, blockchain technology, Web3, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
C06 Brand Strategy.
Innovative strategic solutions to brand challenges that have a tangible impact on customer experience and engagement.
D. User Experience
Commerce work in this section should focus on the customer journey, ensuring a seamless experience at every touchpoint.
D01 End-to-End Commerce. NEW
Celebrating the entire customer journey, from initial awareness through to post-purchase. This could include, but not be limited to, UX, UI, user experience patterns, conventions, preferences, branding, etc.
D02 eCommerce Websites/Apps.
The creation of exceptional e-commerce B2B or B2C websites or apps. This may include, but is not limited to, the seamless user experience, functionality and the conversion rate of the website/app in order to drive sales.
D03 Payment Solutions.
Creative use of payment solutions. This could include, but not be limited to, software and apps, blockchain technology, cryptocurrencies, NFTs, mobile wallet and reward programmes automation, delegated authority, hyper-convenience and order buttons. Does not include prototypes of early-stage technology.
D01 End-to-End Commerce. NEW
Celebrating the entire customer journey, from initial awareness through to post-purchase. This could include, but not be limited to, UX, UI, user experience patterns, conventions, preferences, branding, etc.
D02 eCommerce Websites/Apps.
The creation of exceptional e-commerce B2B or B2C websites or apps. This may include, but is not limited to, the seamless user experience, functionality and the conversion rate of the website/app in order to drive sales.
D03 Payment Solutions.
Creative use of payment solutions. This could include, but not be limited to, software and apps, blockchain technology, cryptocurrencies, NFTs, mobile wallet and reward programmes automation, delegated authority, hyper-convenience and order buttons. Does not include prototypes of early-stage technology.
E. Challenges & Breakthroughs
Creative and innovative work that is brought to life through deep cultural insight, regional context and progressive thinking.
E01 Challenger Brand.
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.
E02 Social Behaviour & Cultural Insight.
Work inspired by a specific audience or community, hinging on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
E03 Breakthrough on a Budget.
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.
E04 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
E05 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.
E01 Challenger Brand.
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.
E02 Social Behaviour & Cultural Insight.
Work inspired by a specific audience or community, hinging on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
E03 Breakthrough on a Budget.
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.
E04 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
E05 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?
LUNCHABUILD THIS | LUNCHABLES 2023 
GOODBY SILVERSTEIN & PARTNERS, SAN FRANCISCO GOLD, CREATIVE COMMERCE LIONS
Lunchables created 31 unique food builds – from dinosaurs to baseball diamonds, using just their product – and temporarily rebranded as ‘Lunchabuilds’. Through a revamped e-commerce site and OOH executions, customers could order the build packs and blueprints on the spot – making ads they could literally eat. The work earned a Gold Lion and led to a 38% increase in year on year Lunchables sales.