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Get to know the Creative Effectiveness Lions

Celebrating the measurable impact of creative work


Discover creative effectiveness in action.

The Creative Effectiveness Lions demonstrate the very best of what our industry can do. Awards that celebrate measurable impact, impact that affects real change.

And there’s no work that embodies this spirit more than FCB Chicago and AB InBev’s 2022 Creative Effectiveness Grand Prix winner, ‘Contract for Change’ for Michelob ULTRA Pure Gold. This work promoted Anheuser-Busch’s sustainability agreement to usher America’s farms into the organic age. Since it launched, 104,000 acres of American farmland have been transformed. The farmers participating in the scheme have reduced their carbon footprints and seen an improvement in air and soil quality.

But creative effectiveness doesn’t just drive societal progression. It’s integral to business growth. Michelob ULTRA’s Pure Gold brand grew 18% during the campaign, and continuing into 2023, the brand projects to expand production by 25% – keeping pace with explosive demand.


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