Cannes Lions / Effectiveness Winners
John Lewis’ Monty’s Christmas by Adam&EveDDB, London, has been awarded the Creative Effectiveness Grand Prix, following its Film Craft Grand Prix win at last year’s festival.
Andrew Robertson, chair of the Creative Effectiveness jury and CEO of BBDO Global praised the work, explaining that the award was unanimous amongst the jury. ‘This case won because it stands for everything the Cannes Festival is about: real creativity that drives exceptional results. This was beautiful, emotional work for a retail brand.’
Robertson explained that of the 109 cases entered – actually a drop from last year’s 160 entries – the jury was looking for ‘advertising that worked brilliantly, where it could be proved beyond all doubt that that effect was attributable to the advertising.’
John Lewis certainly delivered on that with revenue growth of £132m and incremental profit value of £33m with an ROI of 8:1. Hard and fast metrics impressed the jury, but, as Robertson said, shares on Facebook or dramatic Shazam claims didn’t move them. ‘We were zeroing in on not just the effect, but the scale of the effect,’ he said.
Two other Gold Lions were awarded for Old Spice’s Smellcome to Manhood through Wieden+Kennedy, Portland and The Economist’s Raising Eyebrows and Subscriptions by Proximity London.