Cannes Creative Effectiveness Lions

Celebrating the measurable impact of creativity in advertising

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Case Study

The New York Times (NYT), a news publication, increased subscriptions in the US by launching a campaign that showcased its commitment to truthful reporting.

Case Study

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.

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State Street Global Advisors, an investment firm, sparked a conversation on women's equality issues in the US with the statue of a girl confronting Wall Street's Charging Bull.

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QQ Alert, a face recognition technology brand, showcased how its state-of-the-art product has brought a solution to several social issues linked to missing people's cases and medical situations in China.

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SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.

Case Study

John Lewis, a department store, launched its Buster the Boxer Christmas ad in 2016 to create an emotional connection with the British public.

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The Transport Accident Commission (TAC), a for-profit social insurer for the State of Victoria, launched the Meet Graham campaign, which showed people in Australia how the human body would have to evolve to survive a crash.

Case Study

Snickers, a confectionery brand, created the HUNGERITHM campaign in Australia, which reduced the price of Snickers bars in 7-Eleven stores whenever people were "hangry".

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adidas Originals, an adidas sub-brand devoted to streetwear, remade Frank Sinatra's My Way and made it the soundtrack to its online video to spread the message globally that original is never finished.

Case Study

Saltwater Brewery, a microbrewery in South Florida, created edible plastic rings for its beer packaging to help highlight the unnecessary danger that standard plastic rings cause to wildlife.

Case Study

Boost, a telecommunications brand, turned its stores into voting stations to successfully increase brand loyalty and sales in the US.

Case Study

Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.

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Pedigree, a pet food brand, increased its sales and dog adoptions by creating the Pedigree Child Replacement Programme, which targeted the parents of children who have left their home in New Zealand.

Case Study

Amnesty International, a human rights non-profit organisation, was able to rally support and unity for the refugee crisis around the world by designing a flag and an anthem, in order to build its global identity.