Cannes Lions 2018

Insights from the Creative Effectiveness winners

Download a free summary

WARC's Cannes Analysis 2018 highlights trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative strategy and metrics.

The report is available to WARC subscribers.

Inside the report

Themes from the report include:

  1. Brand initiatives that solved specific problems were more successful than general campaigns
  2. Video, both online and TV, was key to the many campaigns using emotion and humour
  3. E-commerce can be seen to have an increasing impact on particular categories
  4. Brand purpose took a different tone, with a greater emphasis on highly creative, original ideas with PR baked in upfront

Also included are summaries of all the winning case studies from the 2018 Cannes Creative Effectiveness Lions.

Grand Prix winner


Savlon won the Grand Prix in the 2018 Cannes Creative Effectiveness Lions for its Healthy Hands Chalk Sticks campaign, which inspired behavioural change in the hygiene habits of Indian primary school children by introducing and promoting an innovative product.

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