Creative Effectiveness
The Creative Effectiveness Lions celebrate the measurable impact of creative work.
The work should demonstrate how an effective strategy rooted in creativity has met its chosen business objectives, generated positive customer outcomes and driven sustainable business impact over time.
The work should demonstrate how an effective strategy rooted in creativity has met its chosen business objectives, generated positive customer outcomes and driven sustainable business impact over time.
Overview
A number of criteria will be considered during judging, 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 2022, 2023 or 2024.
The same piece of work can be entered up to four times in Creative Effectiveness. However, the same piece of work may only be entered once in ‘A. Creative Effectiveness: Sectors’.
To be eligible for ‘D01 Long-Term Brand Platform’, the work must include at least three distinct campaigns within a broader brand strategy that has been in the market for at least three years. Additionally, at least one campaign must have won or been shortlisted at Cannes Lions in 2022, 2023, or 2024.
To be eligible your work must have won or been shortlisted at Cannes Lions in 2022, 2023 or 2024.
The same piece of work can be entered up to four times in Creative Effectiveness. However, the same piece of work may only be entered once in ‘A. Creative Effectiveness: Sectors’.
To be eligible for ‘D01 Long-Term Brand Platform’, the work must include at least three distinct campaigns within a broader brand strategy that has been in the market for at least three years. Additionally, at least one campaign must have won or been shortlisted at Cannes Lions in 2022, 2023, or 2024.
A. Creative Effectiveness: Sectors
Work in this section should focus on effectiveness achieved in a particular sector, and whether the work achieved or exceeded its objectives and goals.
The same entry can be submitted only once in this section.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including but not limited to food and beverages, toiletries, cleaning products, other household goods, other FMCGs, 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 B04. Creative Effectiveness for Good category in section B. Market.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including but not limited to food and beverages, toiletries, cleaning products, other household goods, other FMCGs, 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 B04. Creative Effectiveness for Good category in section B. Market.
B. Market
Work in this section should demonstrate how it enabled the brand to effectively achieve their objectives in a chosen market.
B01 Single Market.
Work that has been implemented in a single market with a single target market at its core. The work should describe how it was designed for the target market and how the tangible business results were achieved.
B02 Multi-Market.
Work that has been implemented across multiple markets. The work should describe how it was designed for multiple markets and how the tangible business results were achieved.
B03 Global Market.
Work that has been implemented globally. The work should describe how it was creatively designed to run globally and how the tangible business results were achieved.
B04 Creative Effectiveness for Good.
Celebrating the measurable impact of creative work with social purpose at the heart. The work should be for a charity, non-profit or government body or for brands who can demonstrate they worked in partnership with a not-for-profit organisation. The work should illustrate how the campaign drove tangible results and was instrumental to cultural change or integral to achieving a brand's purpose.
B01 Single Market.
Work that has been implemented in a single market with a single target market at its core. The work should describe how it was designed for the target market and how the tangible business results were achieved.
B02 Multi-Market.
Work that has been implemented across multiple markets. The work should describe how it was designed for multiple markets and how the tangible business results were achieved.
B03 Global Market.
Work that has been implemented globally. The work should describe how it was creatively designed to run globally and how the tangible business results were achieved.
B04 Creative Effectiveness for Good.
Celebrating the measurable impact of creative work with social purpose at the heart. The work should be for a charity, non-profit or government body or for brands who can demonstrate they worked in partnership with a not-for-profit organisation. The work should illustrate how the campaign drove tangible results and was instrumental to cultural change or integral to achieving a brand's purpose.
C. Brand Challenges & Opportunities
Work in these categories should focus on the brand challenge or opportunity identified. The work should explain its strategic response, as well as specific channels and touchpoints chosen and why.
C01 Launch.
Work created to launch a product or service.
C02 Rebrand.
Rebrand/refresh of an existing brand identity for any product, service or organisation.
C03 Acquisition.
Work that effectively attracts new customers or drives new engagement. The work should show an increase in new business or customer activity.
C04 Retention.
Work that enhances or strengthens existing customer relationships. The work should show an increase in new business or customer activity.
C05 Real-Time Response.
Effective targeted work that responds to world events, public affairs and other real-world, real-time activity prompting social sharing and a measurable response.
C06 Sustained Success.
Celebrating the long-term impact of creative work. The work should demonstrate how a long running campaign drove tangible business results, was instrumental to cultural change or integral to achieving a brand’s purpose. The work in this category must show results over several years.
C07 Collaboration.
Celebrating the measurable impact of creative work that is the result of a collaboration between brands and agencies or partner agencies to achieve a business goal. The work should demonstrate how the collaborative effort drove tangible business results.
C08 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.
C09 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.
C10 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.
C01 Launch.
Work created to launch a product or service.
C02 Rebrand.
Rebrand/refresh of an existing brand identity for any product, service or organisation.
C03 Acquisition.
Work that effectively attracts new customers or drives new engagement. The work should show an increase in new business or customer activity.
C04 Retention.
Work that enhances or strengthens existing customer relationships. The work should show an increase in new business or customer activity.
C05 Real-Time Response.
Effective targeted work that responds to world events, public affairs and other real-world, real-time activity prompting social sharing and a measurable response.
C06 Sustained Success.
Celebrating the long-term impact of creative work. The work should demonstrate how a long running campaign drove tangible business results, was instrumental to cultural change or integral to achieving a brand’s purpose. The work in this category must show results over several years.
C07 Collaboration.
Celebrating the measurable impact of creative work that is the result of a collaboration between brands and agencies or partner agencies to achieve a business goal. The work should demonstrate how the collaborative effort drove tangible business results.
C08 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.
C09 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.
C10 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.
D. Long-Term Brand Platform
D01 Long-Term Brand Platform. NEW
Brand platforms that have demonstrated enduring impact over time. The brand platform must show long-term effectiveness in building brand equity, fostering loyalty and delivering measurable business results through continuous, creative communication efforts.
* Three or more distinct campaigns as part of an overarching brand strategy. One of which must have been implemented after 8th feb 2024. The platform must have been in the market for at least three years.