News & Views

Cannes Lions / Creative Effectiveness Awards

by Contagious Team

Beer brand's global Legendary Journey platform matches great creative to big results

Heineken's Legendary Journey global integrated campaign scooped up the Creative Effectiveness Grand Prix on Monday at the Cannes Lions Festival. 

Legendary Journey, through Wieden+Kennedy, Amsterdam, centres on a Fredrik Bond-helmed TV spot The Date showing a dashing man taking his date through a series of adventures on their way to a bottle of Heineken. It follows on from the brand's similarly filmic and much-acclaimed campaign, The Entrance

Jury chairperson Shelly Lazarus, chairman emeritus of Ogilvy & Mather, cited a host of factors that contributed to the campaign's win. These included the difficulty in creating a global platform that translated successfully in widely-varied local markets, the toughness of differentiation in the beer category, the inspired execution and idea, and the impressive results in driving sales, volume, and maintaining a price premium for the brand. 

Fellow juror, Coca-Cola's vice president of global advertising strategy and creative excellence Jonathan Mildenhall, added that the brand's tracking of research testing, market share and volume impact, and productivity gains has helped the campaign to its success. 

As the name suggests, the awards reward campaigns that marry creativity with business effectiveness. Entries are judged roughly 25% according to idea, 25% strategy, and 50% effectiveness, and all business results from the 120 entries were independently vetted by PricewaterhouseCoopers. Seven campaigns picked up gongs in total, across a wide variety of sectors and fulfilling a broad range of business goals, explained Lazarus. 

Although Heineken's win was a unanimous decision, jury member Russ Mitchinson, planning partner at DDB, Sydney, name-checked three other entries that had been hotly debated as potential winners: John Lewis' From Crying to Buying, Coca-Cola's Share a Coke and American Express's Small Business Gets An Official Day. 

Despite a generally high level of entries, Mitchinson echoed last year's jury members in his critique of the entry papers themselves. Some, he said, were poorly written and suffered in the judging, while too many depended on proving effectiveness through metrics such as social media mentions that lacked a business value. Entries should demonstrate a difference to the brand and business, not social media buzz, added juror Orlando Hooper GreenhillJWT director of global planning. 

Finally, jurors commended the level of antipodean work (three of the seven winners were from Australian and New Zealand agencies), prefacing what is sure to be a standout year for the region with Dumb Ways To Die from McCann Erickson, Melbourne for Metro Trains tipped for big things after a blockbuster awards season. 

Click here for the full list of winners.