During this years’ edition of Cannes Lions, one of the world’s most prestigious international annual advertising and communications awards, the organisation has launched a new category called Creative Effectiveness. This category honours creativity that has shown a measurable and proven impact on a client’s business – creativity that affects consumer behaviour, brand equity, sales, and where identifiable, profit.

Only entries from last year could participate to this category. Complementing the existing categories judged at the festival – Cyber, Design, Direct, Film, Film Craft, Media, Outdoor, PR, Press, Promo & Activation, Radio and Titanium & Integrated – Creative Effectiveness entries rewarded for strategy (25%), idea (25%) and results (50%).

Walkers won the very first Grand Prix with their ‘Sandwich’ campaign. Click ‘Read More’ to see the other Lion-winners in this category!
Sandwich, Abbott Mead, Vickers BBDO, London United Kingdom United Kingdom

There’s a McDonalds for everyone, Leo Burnett London United Kingdom United Kingdom

The Man your man could smell like, Wieden+Kennedy, Portland USA USA

The Pacific, Colenso BBDO, Auckland Australia Australia

Women against lazy stubble, BBDO, Mumbai India India

You’re not you when you’re hungry, BBDO, New York USA USA