Cannes Creative Effectiveness Lions

Celebrating the measurable impact of creativity in advertising

About the Awards

The Creative Effectiveness Lions reward campaigns that demonstrate hard results over the long term, including how the work drove tangible business effects, was instrumental to cultural change or integral in the achievement of brand purpose.

The most recent Lions were announced at the Cannes International Festival of Creativity in June 2017 and all the winning cases studies and other entrants are available to read here on WARC.

Find out more about Cannes Lions International Festival of Creativity

Read WARC's coverage of the 2017 Cannes Lions festival

Read WARC's analysis of the 2017 Creative Effectiveness Lions

Grand Prix

Van Gogh's Bedrooms: Let Yourself In

Brand Art Institute Of Chicago
Agency Leo Burnett Chicago
Advertiser Art Institute Of Chicago
Country United States

To launch its new Van Gogh's bedroom paintings exhibition, the museum partnered with Airbnb and made an exact replica of Van Gogh's bedroom available for people to visit and spend the night in.

The message was spread through OOH and social media content.

The campaign drove a 10.2% increase in memberships and a 54% rise in visitors.

Gold

A social movement to remove the cultural stain of gender inequality

Brand Ariel
Agency BBDO India
Advertiser P&G India
Country India

Working on deep-rooted cultural views that put Indian women in charge of household duties, Ariel pushed for a social movement for men to share the load.

The Nation's Bike

Brand Bajaj V
Agency Leo Burnett India
Advertiser Bajaj Auto Ltd.
Country India

The motorcycle brand successfully increased sales in India by developing a new model made with metal from a famous aircraft carrier.

The McWhopper Proposal

Brand Burger King
Agency Y&R New Zealand
Advertiser Burger King
Country United States

Burger King successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Manboobs4boobs

Brand MACMA
Agency DAVID Buenos Aires
Advertiser MACMA
Country Argentina

The breast cancer NGO borrowed men's boobs in order to circumvent social media's tight restrictions of women's breasts and raise awareness of self-examination.

The Swedish Number

Brand Swedish Tourist Association
Agency INGO
Advertiser Swedish Tourist Association
Country Sweden

The Swedish Tourist Association created a mobile app where Swedes could talk to people from abroad about Sweden to stimulate pride and interest.

Silver

Dads #Sharetheload

Brand Ariel Matic
Agency BBDO India
Advertiser P&G India
Country India

Man on the Moon

Brand John Lewis
Agency adam&eveDDB
Advertiser John Lewis
Country United Kingdom

Beauty Tips by Reshma

Brand Make Love Not Scars
Agency Ogilvy & Mather
Advertiser Make Love Not Scars
Country India

The Last Mask

Brand Natalia Ponce De Leon Foundation
Agency J. Walter Thompson Colombia
Advertiser Natalia Ponce De Leon Foundation
Country Colombia

Bronze

Your future is not mine

Brand adidas
Agency Johannes Leonardo
Advertiser adidas
Country United States

Extra Gum 'Sarah & Juan'

Brand Extra Gum
Agency Energy BBDO
Advertiser Wrigley
Country United States

Tiny Dancer

Brand John Lewis Insurance
Agency adam&eveDDB
Advertiser John Lewis Insurance
Country United Kingdom

Handle on hygiene

Brand Lifebuoy
Agency Geometry Global - Dubai
Advertiser Unilever
Country China, United Arab Emirates

Help A Child Reach 5

Brand Lifebuoy
Agency MullenLowe Group
Advertiser Unilever
Country Global

Justino

Brand Loterias Y Apuestas Del Estado
Agency Leo Burnett Madrid
Advertiser Loterias Y Apuestas Del Estado
Country Spain

Missing Type

Brand NHS Blood And Transplant
Agency Engine London
Advertiser NHS Blood And Transplant
Country United Kingdom

Shortlist

ANZ Gaynz

Brand ANZ Bank
Agency TBWA\Melbourne
Advertiser ANZ
Country Australia

Imagine The Possibilities

Brand Barbie
Agency BBDO San Francisco
Advertiser Mattel
Country France, Germany, Mexico, South Africa, United Kingdom, United States

The Good Note

Brand Bou Khalil Supermarché
Agency J. Walter Thompson Beirut
Advertiser Bou Khalil Supermarché
Country Lebanon

Brewtroleum

Brand DB Export
Agency Colenso BBDO
Advertiser Heineken New Zealand
Country New Zealand

Reword

Brand Headspace
Agency Leo Burnett Melbourne
Advertiser Headspace
Country Australia

John Lewis Insurance 2013-2015

Brand John Lewis Insurance
Agency adam&eveDDB
Advertiser John Lewis Insurance
Country United Kingdom

Breathless Choir

Brand Philips
Agency Ogilvy & Mather, London
Advertiser Philips
Country United Kingdom, United States

Search Racism. Find Truth.

Brand Refugees Welcome
Agency FCB Zürich
Advertiser Refugees Welcome
Country Switzerland

This Girl Can

Brand Sport England
Agency FCB Inferno
Advertiser Sport England
Country United Kingdom

Michael Phelps

Brand Under Armour
Agency Droga5
Advertiser Under Armour
Country United States

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