Cannes Lions: Creative Effectiveness Award Winners
On the first day of Cannes 2014, McCann, Melbourne continued its winning ways of last year, winning a Grand Prix in Creative Effectiveness for a far subtler campaign than Dumb Ways to Die. Its Guilt Trips work for V/Line trains in Australia gave parents the tools to send their offspring pre-paid train tickets to visit home, and helped simultaneously apply some emotional pressure to encourage kids to make the trip. Ticket sales from the campaign were up 15% without discounting and 160,000 trips were made on a relatively low budget.
The jury previewed 80 cases of which 12 made it to the shortlist. Seven were awarded Lions. David Sable, chair of the jury and global CEO of Y&R, explained that the judges were looking for 'sustainable, scalable and serious pieces' that were changing the game in some way. Importantly, the winners had to have the capacity to inspire and teach the industry, which hints at the importance of linking creativity and effectiveness for both the industry and the Cannes Lions festival.
The relatively new category saw a lot of 'digibabble' in its entries, with agencies still getting to grips with the rigor of the category. For example, last year's big creative winner, Dumb Ways To Die, did not claim an effectiveness prize this year.
Craig Mawdsley, joint chief strategy officer of AMV BBDO, London, explained: 'The case was simply not as compelling. We were not swayed whatsoever by the number of creative awards a campaign has won.'
Greg Lions, VP marketing at PepsiCo brand Mountain Dew, said of the Grand Prix winner: 'We had absolutely no doubt that this brilliantly executed brand idea led to brand growth.'
Creative Effectiveness Lions also went to:
Wieden+Kennedy, London for its Weave Your Magic work for butter brand Lurpack; Ogilvy Sao Paulo for its Dove Real Beauty Sketches; Expedia's Travel Yourself Interesting via Ogilvy & Mather, London; Publicis London's Don't Raise Money, Make Money work for Depaul UK; Virgin Mobile Australia's Brad Pitt's Brother campaign via Havas Worldwide Australia and DDB Sydney's Australia Day work for McDonald's Australia.