Creative Data
The Creative Data Lions celebrate the interplay of ideas and information.
The work should demonstrate how it 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.
The work should demonstrate how it 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.
Overview
A number of criteria will be considered during judging, weighted as follows: 20% creative idea/data solution; 30% data driven strategy; 30% use of data; 20% data driven results.
There's no overall limit to how many times the same piece of work can be entered into Creative Data as long as the categories chosen are relevant.
All case films, films, demo films and original content must be subtitled in English.
There's no overall limit to how many times the same piece of work can be entered into Creative Data as long as the categories chosen are relevant.
All case films, films, demo films and original content must be subtitled in English.
A. Creative Data
A01 Data-Enhanced Creativity.
Creative work elevated through the use of data or data-driven methods. This may include, but not be limited to, personalisation and interactivity. The enhancement should demonstrably improve both the customer experience and the outcome.
A02 Data-Driven Targeting.
The creative use or interpretation of data to deliver effective targeting. The work should demonstrate how data either contributed to programmatic targeting or provided a key quantitative insight that helped define the target, brand message or channel, allowed for better personalisation or increased a brand’s position in the market.
A03 Data-Driven Consumer Product.
Physical or digital products created using data and research. Work that clearly demonstrates how data has contributed to the development of the product and how the product met business objectives. Sales data and ongoing data based product improvements will be considered.
A04 Data Storytelling.
The creative use of data to convey a powerful brand narrative. The work should show how data-driven insight increased consumer engagement or how messages derived from data were presented to provide successful brand/consumer stories.
A05 Data Visualisation.
Bespoke visualisations of complex data that communicates information clearly and efficiently to consumers in a way that led to a change in behaviour. This includes but is not limited to online dynamic, static, interactive or real-time infographics and offline visualisations such as visual installations and activations.
A06 Data Technology.
All forms of data-driven technology. This may include, but is not limited to, models, tools, platforms, apps and algorithms. The work should demonstrate how the application or invention of data technology enhanced a creative message and clearly illustrate how the data technology improved a campaign, including a breakdown of audience, message, channels and delivery.
A07 Use of Real-Time Data.
Data created or used in real time that provides dynamic content or enables an ongoing consumer relationship. The work should clearly demonstrate the responsive relationship between real-time data and the creative output, showing how the data improved the consumer experience by making the creative more relevant, timelier or more personalised.
A08 Social Data & Insight.
The creative interpretation of data specifically generated from social media platforms in order to target, engage or develop a relationship with a specific audience or community. Insights gained through the strategic use of social data and associated targeting methods will be considered.
A09 Creative Data Collection & Research.
Data-driven research (including market research), data sourcing and/or data aggregation, carried out in order to deliver a stronger brand strategy. The work should thoroughly outline how the selected processes, research methodologies, technologies, channels and/or resources influenced the overall outcome.
A10 Data Integration.
The integration of multiple data streams to provide new insights from planning through to delivery of a creative campaign or brand strategy. This may include but is not limited to data collection or fusion and technology-enabled integration of data from various sources and the connection of data streams.
B. Culture & Context
Creative data work that is brought to life through cultural insights and regional context.
B01 Local Brand. NEW
Data-driven work for brands distributed solely within a specific locality. The work should resonate with a clearly defined, local target audience.
B02 Challenger Brand. NEW
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo. Work that uses innovative applications or interpretations of data to produce impactful work that disrupts their segment.
B03 Single-Market Campaign. NEW
Data-driven work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
B04 Social Behaviour. NEW
Work that leverages data inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.
B05 Use of Humour. NEW
Data-driven work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
B06 Breakthrough on a Budget. NEW
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 the creative use of data, fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
B07 Corporate Purpose & Social Responsibility. NEW
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the creative use of data helped to elevate the brand’s purpose and created value by connecting customers to culture.
B08 Market Disruption. NEW
Brands that have creatively adapted their strategy in response to local / regional / global issues. The work should demonstrate how the creative use of data helped embrace new ways of delivering their brand while showing consideration for the consumer.
B09 Cultural Engagement. NEW
Data-driven work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.
B01 Local Brand. NEW
Data-driven work for brands distributed solely within a specific locality. The work should resonate with a clearly defined, local target audience.
B02 Challenger Brand. NEW
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo. Work that uses innovative applications or interpretations of data to produce impactful work that disrupts their segment.
B03 Single-Market Campaign. NEW
Data-driven work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
B04 Social Behaviour. NEW
Work that leverages data inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.
B05 Use of Humour. NEW
Data-driven work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
B06 Breakthrough on a Budget. NEW
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 the creative use of data, fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
B07 Corporate Purpose & Social Responsibility. NEW
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the creative use of data helped to elevate the brand’s purpose and created value by connecting customers to culture.
B08 Market Disruption. NEW
Brands that have creatively adapted their strategy in response to local / regional / global issues. The work should demonstrate how the creative use of data helped embrace new ways of delivering their brand while showing consideration for the consumer.
B09 Cultural Engagement. NEW
Data-driven work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.