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A Lion in five

This week: Creative Effectiveness

Half the battle of winning a Lion is properly understanding the category. In this essential weekly guide for Festival veterans and first-timers alike, the Cannes Lions Awards team share five examples of work to help you make sense of Creative Effectiveness.

created on Tuesday 18 Apr 2017

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Creative Effectiveness isn't like other Lions. The rules are different, the entry process is different and the work that is submitted is different to Lions. For a more detailed look at what makes this Lion tick, see our Inside guide to Creative Effectiveness, by Awards Director Simon Cook.  To get a better understanding of the sort of work that wins a "Creff" Lion, check out these five examples of winning work...

The supermarket

See full credits in the Cannes Lions Archive
Inglorious fruits and vegetables, by Intermarche
Silver Creative Effectiveness Lion, 2015

Using a simple idea that implemented a big change, this campaign started a fight against the issue of food waste. Inglorious fruits and vegetables were created and consumer’s minds began to shift. 

The deodorant

See full credits in the Cannes Lions Archive
Smellcome To Manhood, by Old Spice
Gold Creative Effectiveness Lion, 2016

Renowned for its hilarious campaigns, Old Spice has been championing its unique blend of ridiculousness and masculinity to solidify it’s position as the #1 deodorant brand in the US.
For the launch of their signature body spray they tapped into their target market and produced ‘Smellcome to Manhood’, a campaign that brought nearly 33 million video views.

The club

See the full credits in the Cannes LIons Archive
Infrequent Flyer, by Tigerair
Silver Creative Effectiveness Lion, 2016

The Integrated campaign from Tigerair creatively turned their weakness into a strength by launching a funny and straight forward direct campaign that brought them a sizeable 500,000 members, 2 million direct sales, and 45 million impressions.

The Damme

See the full credits in the Cannes Lions Archive
Live Test Series, by Volvo Trucks
Grand Prix Creative Effectiveness Lion, 2015

Without a huge media budget, viral content, social media and PR was the way forward for Volvo’s new truck launch. Jean-Claude Van Damme’s split became an epic piece of advertising which was shared 8 million times online, had more than 100 million views on YouTube and inspired a plethora of hilarious spoofs.

The race

See full credits in the Cannes Lions Archive
Rabbit Race, by Media Markt
Silver Creative Effectiveness Lion, 2016

Media Markt, Germany’s biggest retailer for electronic goods, created an Integrated Multi-Platform campaign for their Easter promotion, engaging with their customers through a new national sporting event – a live race between real Easter Bunnies. Over 21 million people watched the race and it increased Value Sales by 25%.

For more information about the Creative Effectiveness Lion, visit the Awards section. Entry kits for all Lions are now available in four languages. See our Inside Guide to Creative Effectiveness or watch one of our panel discussions about the value of creativity

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