Bose, an audio equipment brand, connected with young people at home during the COVID-19 global lockdown by inviting up and coming UK artists to perform to millions of people from their homes.
The Commonwealth War Graves Commission (CWGC), an intergovernmental organisation, launched a geo-targeting campaign to make the plight of victims of war more personal in the UK.
The Department of Health and Social Care, NHS Test and Trace and HM Government, three bodies committed to reducing COVID-19 infections, launched a campaign in the UK to encourage people to download the NHS Track and Trace app.
PayPal, a financial technology brand, positioned itself as the ultimate means to refresh old Christmas traditions and create new ones in the UK, US and Germany.
Solace Women's Aid, a charity working to prevent abuse against women and girls, raised funds and awareness in the UK with its Christmas #MakeItStop campaign.
Dove, a personal care brand, collaborated with real frontline workers during the COVID-19 pandemic to help promote their message and encourage people to take the necessary precautions.
McDonald's, a fast food restaurant chain, increased in app orders in the UK by launching a brand event that featured three days of livestreamed gigs through the My McDonald's app.
NHS, a publicly funded healthcare system, showed the public was still there to help them with other serious illnesses despite the COVID-19 pandemic by launching a TV and digital campaign that told people to just see their doctor.
WaterAid, a non-governmental organisation focused on water, sanitation and hygiene, released an animated film to raise awareness and funds for water scarcity in Madagascar.
Barclays UK, a banking brand, encouraged older customers to use its banking app in the UK by using creative imagery to show that face identification is a secure way to access their online banking.
Land Rover, an automotive brand, increased orders of its new Land Rover Discovery model in the UK by launching a Famous Five-style direct mailpack that showed families the adventures they could enjoy with the car, especially after COVID-19 lockdowns.
Jaguar Land Rover, an automotive brand, increased sales of its New Defender model in the UK by launching an innovative direct mailpack with a 45-degree angle perspective to reflect the angles the new vehicle could drive at.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
Setting out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.
Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.
