In partnership with     Bain

The Creative Effectiveness Lions celebrate the measurable impact of creative work.

Entries into this Lion will need to demonstrate how an effective strategy, rooted in creativity, has met its chosen business objectives, how it generated positive customer outcomes and drove sustainable business impact over time.

Developed in close collaboration with the industry, we have taken principles from the Creative Effectiveness Ladder created by Cannes Lions and WARC to embed the shared language for creative effectiveness measurement.

What the jurors are looking for.

Several criteria will be considered during judging and weighted as follows: 25% idea; 25% strategy; 50% impact and results.

To be eligible your work must have won or been shortlisted at Cannes Lions in 2018, 2019 or 2020/2021.


The Time We Have Left

Knowing the importance of people spending time together, Pernod Ricard liqueur brand, Ruavieja, partnered with creative agency Leo Burnett Madrid to dive deep into data to create face-to-face moments.

Questioning why people don’t tend to place a value on how they spend their time, the teams worked with scientists from the National Institute of Statistics to create a new tool that predicted how much time you had left with someone in terms of days and hours.

The results were shown to people who, for one reason or another, loved each other dearly but only saw each other from time to time. Revealing the stark reality of their current behaviour and valuation of time created a series of powerful emotional portraits that transcended advertising.

The time we have left

Insight meets Algorithm

Despite remarkably low pricing and a superior experience compared to other methods of travel, demand for German Rail’s Super Savers ticket fell short. So, to stimulate that demand at a time when most people don’t want to travel, Ogilvy Germany Frankfurt dreamt up ‘No Need to Fly’.

By comparing exotic locations posted by German Rail’s audience on social media with similar scenes found online, they found that with many pictures of destinations potential customers were interested in visiting, they could visit something extraordinarily similar, without leaving Germany and without the need for an expensive flight.

Using the first-ever personalised real-time social media price comparisons, it created the desire that made the cost savings make sense.


Sleeping Flags

In 2019 Óglaigh Náisiúnta na hÉireann (O.N.E)’ s mission to provide support and accommodation for homeless Irish veterans was in danger - it desperately needed funds to keep its 3 hostels open but significant barriers stood in the way of fundraising.

To tackle this issue ROTHCO, PART OF ACCENTURE INTERACTIVE DUBLIN and O.N.E. partnered to create Sleeping Flags. Pairing the iconic green, white and orange Irish flag with the object most universally associated with homelessness – the sleeping bag – volunteer veterans took to the streets to highlight the issue, sleeping beside historically significant landmarks in these specially-created sleeping bags.

Within 48 hours of launch, Sleeping Flags led to a 4,560% increase in donations to the site. As a result the charity will open a new hostel in 2021.


Creative Effectiveness Resources

Documents to help you fill out your Creative Effectiveness Lions entry.

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