Cannes Creative Effectiveness Lions

Celebrating the measurable impact of creativity in advertising

Browse latest case studies

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 2019 and all the winning cases studies and other entrants are available to read here on WARC.

Read WARC's coverage of the 2019 Cannes Lions festival

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Find out more about Cannes Lions International Festival of Creativity

Discover insights from the Creative Effectiveness Lions

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Grand Prix

Carrefour: Black Supermarket

Carrefour: Black Supermarket

Brand Carrefour
Agency Marcel
Advertiser Carrefour
Country France

Carrefour, the supermarket chain, proved its commitment to food quality and improved brand love through a direct campaign centred around a brand-owned experience in France.

The brand stocked and sold illegal products in its national stores, creating illegal Black Supermarkets – a stunt that revealed great-tasting products that were illegal to sell and produce.

Carrefour's petition to change the law accumulated over 83,000 signatures, and in April 2018 the European Parliament passed new legislation permitting farmers to grow and sell their own varieties.


Microsoft 'Xbox Design Lab Originals: The Fanchise Model

Microsoft Xbox Design Lab Originals: The Fanchise Model – Turning Fans in Fanchises

Brand Xbox
Agency McCann London
Advertiser Microsoft
Country Global

Microsoft increased awareness and sales of the Xbox Design Lab by launching a new e-commerce platform that allowed gamers to buy and sell their own designs.

Tide: It's A Tide Ad

Tide: It's A Tide Ad

Brand Tide
Agency Saatchi & Saatchi New York
Advertiser Procter & Gamble
Country United States

Tide grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are clean clothes, it's got to be a Tide ad.

Noblex: The All-In Promo

Noblex: The All-In Promo

Brand Noblex
Agency DAVID Buenos Aires
Advertiser Newsan
Country Argentina

Noblex increased sales of its 4K HD TVs in Argentina by launching a promotion during the 2018 Football World Cup that offered refunds if the national team didn't qualify.


National Safety Council: Prescribed To Death

Brand National Safety Council (US)
Agency Energy BBDO
Advertiser National Safety Council (US)
Country United States

CALM: Project 84

Brand CALM
Agency adam&eveDDB London
Advertiser CALM
Country United Kingdom


Tourism Australia: Dundee: The Son Of A Legend Returns Home

Brand Tourism Australia
Agency Droga5
Advertiser Tourism Australia
Country United States

Audi/Vorsprung Durch Technik: Beautiful Cars With Amazing Brains

Brand Audi
Agency BBH London
Advertiser Audi
Country United Kingdom

Sunsilk: Hair Talk

Brand Sunsilk
Agency Wunderman Thompson
Advertiser Unilever
Country Thailand

Mucinex: #SuperSickMonday

Brand Mucinex
Agency McCann New York
Advertiser Reckitt Benckiser
Country United States



Brand PEDIGREE Petfoods
Agency Colenso BBDO
Advertiser Mars Petcare
Country New Zealand

Sambito: Nature Represented

Brand Sambito
Agency Grey London
Advertiser Sambito
Country United Kingdom

The Times Of India: Sindoor Khela – #NoConditionsApply

Brand The Times of India
Agency FCB Ulka Gurgaon
Advertiser The Times Group
Country India

Coca-Cola Brazil: This Coke is a Fanta

Brand Coca-Cola
Agency DAVID Buenos Aires
Advertiser Coca-Cola
Country Brazil

Libresse/Bodyform: Bloodnormal

Brand Libresse/Bodyform
Advertiser Essity
Country Global


Brand KFC
Agency Mother London
Advertiser Yum! Brands
Country United Kingdom