News & Views

Cannes Lions / Creative Effectiveness Winners

by Emily Hare

The Art Institute of Chicago has won the Creative Effectiveness Grand Prix for Van Gogh’s Bedroom, a campaign that saw the museum recreate the scene from Van Gogh’s Bedroom in Arles and place the listing on Airbnb.

The jury, lead by Jonathan Mildenhall, Airbnb CMO, commended the work for creating a huge global conversation and an incremental increase in attendance of 133,000 visitors for the Chicago museum. Mildenhall said: ‘A half million dollar investment generated short term revenues of $4.6m and estimated long term revenues because of membership acquisitions of $8.2m.

The work, created by Leo Burnett Chicago, was praised for introducing a younger and broader audience to the museum.

The jury was looking for brilliant work with brilliant results. Other campaigns in contention for the Grand Prix included The Swedish Number by the Swedish Tourist Association, through Ingo, Stockholm, and Burger King
s McWhopper, by Y&R New Zealand, that proposed to combine the Big Mac and the Whopper to support the Peace One Day initiative. 

The remaining Golds in the category went to Ariel Share the Load by BBDO India, Mumbai, Bajaj V by Leo Burnett India, Mumbai, and ManBoobs for MACMA by David Buenos Aires.  

Mildenhall added that the quality of ideas did not depend on the size of the budget.
Fortune really does favour the brave,’ he said.

All these Gold winners were based on ideas that are genuinely innovative, and in some cases downright risky. Clearly the clients and agencies understand how to live in that uncomfortable space that is necessary for the work to be truly remarkable.

Mildenhall believes the Effectiveness category is vital to marketers at Cannes to inspire a belief in the correlation between creativity and commercial impact and to legitimise the client community
s presence at Cannes. 

‘It helps the client community understand how to construct an argument,’ Mildenhall said. ‘It’s not just for the awards, it’s how to construct an argument for the board about ongoing marketing investment. I’m hoping that the client community really studies the Gold winning case studies because that’s how you present an argument for marketing inside a company.’

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