86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 14E4A84F-4D0B-4D5F-B884-907C3F4246BE Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. Combined Shape Created with Sketch. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.

A lion in five

This week: Creative Data

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 Data.

created on Friday 21 Apr 2017

More stories

Lions Entertainment

Hear diverse perspectives on the direction of the industry, get to grips with the latest trends and see the world's best examples of branded entertainment.

Lions Health

Bringing together professionals from across healthcare and pharma communications, Lions Health seeks to challenge norms and motivate change in these highly innovative yet fiercely regulated industries.

Lions Innovation

Lions Innovation examines how data and technology can act as catalysts and enablers for creativity. It is where start-ups with revolutionary ideas meet major technology providers with game-changing products.

Find your perfect Cannes Lions pass

Whatever you're looking to get out of Cannes Lions, there's a Festival pass just for you. Visit the Pass Picker to find your ideal Cannes Lions Festival experience.

The Creative Data Lions celebrate the interplay of ideas and information. Winning work in the Creative Data categories must clearly demonstrate how the execution or campaign was enhanced or driven by the creative use, interpretation, analysis or application of data. The creative use of data must sit at the core of the idea and the results/impact must be clear and robust. If you think that data is boring, think again. Sometimes data powers creativity, and other times creativity choreographs data. Here are some examples of those relationships at work:

The trailer

See full credits in the Cannes Lions Archive

The Emotional Trailer, by the Melbourne International Film Festival
Gold Creative Data Lion: Data Storytelling, 2016

Bringing the unlikely combination of emotions and data together, this campaign created 'Emotional Trailers' for the Melbourne International Film festival. Using the human face as a display, data collected from film critics and an innovative use of technology they managed to create movie trailers that spoke every language.

The sports one

See full credits in the Cannes Lions Archive

Brainband by Samsung Australia
Silver Creative Data Lion: Use of Real Time Data, 2016

A piece of wearable technology that can track the impact of concussions suffered during sport. The revolutionary method of collecting this data was made available to medics and coaches for real-time and long term assessment.

The life-saving SMS

See full credits in the Cannes Lions Archive

SOS SMS, by Mexican Red Cross
Gold Creative Data Lion: Creative Business Data Strategy, 2015

The SOS SMS campaign was a simple and accessible solution that went a long way in overcoming the lack of prevention culture found in Mexican society and turned mobile phones into life-saving tools.

The parking spot

See full credits in the Cannes Lions Archive

The Open Road Project / Toyota
Silver Creative Data Lion: Creative Data Client Strategy, 2016

The Open Road Project created an entirely new parking service that transformed small, unused spares around Tokyo into parking for the ultra-compact EV, Toyota i-Road.

The piece of art

See full credits in the Cannes Lions Archive

The Next Rembrandt, by ING
Grand Prix Creative Data Lion, 2016

ING firmly positioned itself as one of the world's most innovative banks by creating a project that produced a 3D printed painting made solely of data derived from Rembrandt's total body of work. Proving the marriage of data and creativity can build brand engagement and inspiration for consumers. This campaign also picked up Grand Prix in Cyber, with multiple Gold, Silver and Bronze Lions across Cyber, Digital Craft, Design, Outdoor, Direct, Entertainment and Creative Data.


Lions Innovation