Cannes Creative Effectiveness Lions
Celebrating the measurable impact of creativity in advertising
About the Awards
The Creative Effectiveness Lions reward campaigns that demonstrate hard results over the long term, including how the work drove tangible business effects, was instrumental to cultural change or integral in the achievement of brand purpose.
The most recent Lions were announced at the Cannes International Festival of Creativity in June 2019 and all the winning cases studies and other entrants are available to read here on WARC.
Read WARC's coverage of the 2019 Cannes Lions festival
Watch the 2019 WARC in Cannes talks
Find out more about Cannes Lions International Festival of Creativity
Grand Prix
Brand Carrefour
Agency Marcel
Advertiser Carrefour
Country France
Carrefour, the supermarket chain, proved its commitment to food quality and improved brand love through a direct campaign centred around a brand-owned experience in France.
The brand stocked and sold illegal products in its national stores, creating illegal Black Supermarkets – a stunt that revealed great-tasting products that were illegal to sell and produce.
Carrefour's petition to change the law accumulated over 83,000 signatures, and in April 2018 the European Parliament passed new legislation permitting farmers to grow and sell their own varieties.
Gold
Microsoft Xbox Design Lab Originals: The Fanchise Model – Turning Fans in Fanchises
Brand Xbox
Agency McCann London
Advertiser Microsoft
Country Global
Microsoft increased awareness and sales of the Xbox Design Lab by launching a new e-commerce platform that allowed gamers to buy and sell their own designs.
Brand Tide
Agency Saatchi & Saatchi New York
Advertiser Procter & Gamble
Country United States
Tide grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are clean clothes, it's got to be a Tide ad.
Brand Noblex
Agency DAVID Buenos Aires
Advertiser Newsan
Country Argentina
Noblex increased sales of its 4K HD TVs in Argentina by launching a promotion during the 2018 Football World Cup that offered refunds if the national team didn't qualify.
Silver
National Safety Council: Prescribed To Death
Brand National Safety Council (US)
Agency Energy BBDO
Advertiser National Safety Council (US)
Country United States
Brand CALM
Agency adam&eveDDB London
Advertiser CALM
Country United Kingdom
Bronze
Tourism Australia: Dundee: The Son Of A Legend Returns Home
Brand Tourism Australia
Agency Droga5
Advertiser Tourism Australia
Country United States
Audi/Vorsprung Durch Technik: Beautiful Cars With Amazing Brains
Brand Audi
Agency BBH London
Advertiser Audi
Country United Kingdom
Brand Sunsilk
Agency Wunderman Thompson
Advertiser Unilever
Country Thailand
Brand Mucinex
Agency McCann New York
Advertiser Reckitt Benckiser
Country United States
Shortlist
Brand PEDIGREE Petfoods
Agency Colenso BBDO
Advertiser Mars Petcare
Country New Zealand
Brand Sambito
Agency Grey London
Advertiser Sambito
Country United Kingdom
The Times Of India: Sindoor Khela – #NoConditionsApply
Brand The Times of India
Agency FCB Ulka Gurgaon
Advertiser The Times Group
Country India
Coca-Cola Brazil: This Coke is a Fanta
Brand Coca-Cola
Agency DAVID Buenos Aires
Advertiser Coca-Cola
Country Brazil
Libresse/Bodyform: Bloodnormal
Brand Libresse/Bodyform
Agency AMV BBDO
Advertiser Essity
Country Global
Brand KFC
Agency Mother London
Advertiser Yum! Brands
Country United Kingdom