Here's why they won Cannes Lions: the jurors' reflections. Photo here is of Jonathan Mak, the youngest winner of a Cannes Grand Prix ever. View all the 2019 Cannes Grand Prix winners Wieden & Kennedy Portland named Cannes Lions Agency of the Year New York Times and Droga5 take Film Grand Prix in Cannes Adland gets together at Campaign Cannes … Marketers seeking to maximise the impact of their creative work can now draw on a six-stage framework outlined in “The Effectiveness Code”, a new white paper released by Cannes Lions and WARC that is based on the analysis of nearly 5,000 case studies. To achieve this, set a clear behavioural goal; orient the creative idea around a clear behavioural outcome; make the new behaviour more attractive. Cannes Lions, arguably the ad industry’s most significant global awards festival, has wrapped for another year, and all the Grand Prix winners are listed below. Cannes Lions Winner: Black & Abroad ‘Go back to Africa’ scoops top data prize. One of the main ad festival Cannes Lions 2018 is almost over. They provide a structure to navigate Cannes Lions Awards, talks, learning experiences and expanding digital platform. This year it was particularly interesting in video cases. Even though it may seem riskier, the data evidence is conclusive that work with creative award-winning qualities is far more likely to be effective than ordinary work. BRANDS. Many short-term, small budget campaigns are not as effective for a brand as a balance of fewer short-term activations and more longer-term brand and sales building campaigns. Check back often as we update this page throughout the week with the big winners at the International Festival of Creativity. But if you’re looking for a Commercial Triumph, set a 12-month sales objective, with a campaign duration to match, and measure it at the end of the year. MEDIA. Cannes Lions: Brand Experience & Activation winners 2019 / Microsoft scoops a Grand Prix in Brand Experience & Activation for facilitating inclusivity in gaming. Eskosol S.p.A. in liquidazione v. Italian Republic (ICSID Case No. Broken. And the pinnacle of the Creative Effectiveness Ladder is the Enduring Icon, a campaign that uses creativity to fuel brand and sales growth over a period of three years or more. Every piece is a case study in the power of great ideas. Send colleagues a link to this content. With 28 different specialist Lions, it's easy to find the right home for your creative work and ensure they are honoured at Cannes Lions. Hurman and Field made a further discovery in their analysis: namely, that marketing effectiveness is heavily influenced by what they described as Creative Commitment. Cannes Lion 2019 News, big interviews and analysis from the Cannes Lions International Festival of Creativity. When: June 17-21, 2019 Where: Palais des Festivals, Cannes, France WE Attendees: Melissa Waggener Zorkin, Global CEO and Founder; Kass Sells, Global COO and President of International; Ruth Allchurch, Managing Director of UK; Bianca Eichner, VP and Managing Director of Germany; Kristin Flor Perret, SVP of Global Marketing; Nichole Provatas, Group Head of Digital, Australia 2. Staff. It will be especially useful at those important moments when we take a step back to take stock and plan the future,” he said. It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically either within the purchaser's organisation or externally without express written permission from WARC. In a talk held by WARC at Cannes Lions 2019, CMOs from Heineken, McDonalds and Coca-Cola demonstrate how creativity has driven market share, elevated share price and accelerated business growth. To achieve this, use the timeless power of emotional storytelling; involve the consumer in your idea; use packaging as lead media – creative effectiveness’ best-kept secret. Every piece is a case study in the power of great ideas. 176.2k Followers, 467 Following, 907 Posts - See Instagram photos and videos from Cannes Lions (@cannes_lions) I’ve always been attracted to social diversity cases. Cannes Lions And ANA Launch CMO Growth Council. Mine The Work for inspiration to nail a tough brief. I had a great first Cannes jury experience. Celebrating commercial creative effectiveness and the techniques used to measure and impact branded communications. Ask if they're crazy enough." View more Cannes Lions stories. RADIO. Focusing on the powerful brand currency of intelligent customers journeys and immersive experiences - captivating audiences at every touch point. Cannes Lions is celebrated with the same fanfare as Christmas or Diwali. A subsequent analysis and comparison of close to 5,000 effectiveness award entrants and winners from 2011 through 2019, sourced from the Cannes Creative Effectiveness Lions database (1,031 cases), WARC’s database (3,616) and the IPA databank (216), also uncovered a … Land and expand. Cannes Lions Winner: Black & Abroad ‘Go back to Africa’ scoops top data prize June 25, 2019 by Editor This year’s Cannes Lions creative data award went Black & Abroad, a company specialising in travel experiences for black people, turned the “Go back to Africa” slur on its head. 176.2k Followers, 467 Following, 907 Posts - See Instagram photos and videos from Cannes Lions (@cannes_lions) Head to @BingAds and Radio Bing podcasts from Cannes to recap on the week and discover more. Burger King, Nike and New York Times were among the big winners at Cannes Lions. Lions Live is a free digital event taking place all this week. “We’re currently working with the industry to identify how the Ladder can be used as a tool to judge the Creative Effectiveness Lion so that the global benchmark in creative and effective work is underpinned by this step forward in effectiveness.”. “Cannes Lions is committed to addressing the global community’s challenges with short-termism and proving the value of creative marketing. I've sat through more than 160 case studies and films. glass Vicki Maguire ECD GREY LONDON I'm in bits. Cannes Lions was originally all about rewarding creativity, starting as an awards ceremony for ad agencies back in 1954. New council will frame the future growth agenda for brands on the global stage. The Brand Experience & Activation jury today awarded their Grand Prix to Microsoft for its Changing The Game campaign, created by McCann New York . Celebrating creativity that goes beyond branded communications to create authentic entertainment that engages consumers and impacts culture. Award Winners for Cannes Lions International Festival of Creativity in 2019 Glass Lion: The Lion for Change Honoring campaigns addressing gender inequality’ View the work. The Lions (as it is known) is the world’s biggest celebration of creativity and marketing excellence. Give the campaign more budget, run it for longer, and spread it across more channels. The Creative Effectiveness Ladder is a tool for change and the start of the mission,” he said. So here I was, on the flight to Nice, ticking off something that was on my to-do list for 20 years. “The Effectiveness Code”, which was officially unveiled during the Lions Live online conference, is available to download at no cost here. ARB(AF)/15/2) December 22, 2015. This electronic file is for the personal use of authorised users based at the subscribing company's office location. Rather that, if we have a well-planned and insightful strategy, we can magnify and supercharge the effectiveness of that strategic thinking with work that has creative-award-winning qualities,” Hurman said. World-class The Work covers over 200,000 campaigns, including every entry for Cannes 2019. PROMO & ACTIVATION. There are six levels of the Creative Effectiveness Ladder – and they form a hierarchy of effects. "Don't ask if your dreams are crazy. To achieve this, act in a way that’s the opposite of how big companies normally act; capitalise on a major media or cultural moment; take the side of the consumer and fight against injustice. Cannes Lion 2019 News, big interviews and analysis from the Cannes Lions International Festival of Creativity. Use the levers of media budget, campaign duration and number of media channels to drive Creative Commitment up as far as possible for each campaign. Lion Mexico Consolidated L.P. v. United Mexican States (ICSID Case No. A complete list of concluded cases listed in chronological order from the most recently concluded. O Cannes Lions 2019 distribuiu 932 troféus, cerca de 20% menos que no ano passado, e manteve a política de menor concentração de prêmios, ao contrário do que acontecia nos anos anteriores Dez Leões que provam o impacto do craft Maximise creative output. Follow Popsop closely to read about new campaigns, which might be the potential entrants and winners of the next year. Conheça os cases finalistas do Titanium Lions 2019. Wieden & Kennedy Portland named Cannes Lions Agency of the Year. Next comes a Behaviour Breakthrough, a tier of campaigns that employ creativity to change customer behaviours or prompt other behavioural shifts that are important to the brand. If you’re seeing great results from a campaign, view that as a sign to ramp up the work rather than moving on from it. As adland's finest prepares to descend to French Riviera, AdNews and APN Outdoor have looked at what Australian work is being entered into the outdoor category at Cannes … Draw on our wealth of data and insights to build a case for the value of creativity. And it introduces the Creative Effectiveness Ladder, a schematic that establishes the levels of impact that creative marketing produces. Choose highly creative work. The first ever Cannes Lions Grand Prix for Creative Strategy has been awarded to auto brand Volvo for an initiative highlighting – and tackling – gender inequality in car safety.The Equal Vehicles for All (E.V.A.) Plagiarism movie is one of the occuring plagiarism types especially in modern cinematography. If you want your brand to grow, the rule of thumb is that your share of voice needs to be higher than your share of market. See more ideas about cannes, concept board, cannes lions. For a campaign to reach the fourth step on the Ladder, it must be a Brand Builder that improves key metrics of brand health – such as awareness, purchase intent, consideration and ownership of a particular attribute. Simon Cook, the managing director of Cannes Lions – which, like WARC, is owned by Ascential – suggested that this framework will help demonstrate the payoffs of long-term, creative marketing. Building the Creative Effectiveness Ladder with almost 5,000 case studies. Cannes lions 2019. I’m now an analyst in the strategic department of McCann Tel Aviv, but I have to say that working on this project has opened up a whole new way of thinking about briefs for me. The insight, strategy and planning enabling brands to effectively engage consumers, at scale, and be heard amid the ongoing battle for attention. Discover (and save!) “We urge that marketers and their agencies work to reverse this trend, in the interests of improving both the effectiveness of their efforts and the overall value and reputation of marketing.”, The Creative Effectiveness Ladder can be used to drive continuous improvement. Set the right objectives. Zombie Christmas: The Real World Trailer – Silver & Bronze Lions Outdoor: Animated Digital Billboards Entertainment: Live Brand Experience View the work. More specifically, this in-depth analysis drew on 1,031 cases from the Cannes Creative Effectiveness Lions database, as well as 3,616 cases from the WARC database and 216 cases from the IPA Databank. The ACC congratulates the Belgians with their results at Cannes Lion awards. If you’re at 20% market share and your budget is only 10% of total category spend, it’s unrealistic to expect growth. Marketing initiatives in this category also stick with the same creative strategy or creative work throughout the campaign, delivering sustained commercial benefits. Going beyond brand purpose to use creative communications to shift culture, create change and positively impact the world. The global benchmark for creative excellence. With 28 different specialist Lions, it's easy to find the right home for your creative work and ensure they are honoured at Cannes Lions. You can change this and find out more here, © 2020 Copyright and Database Rights owned by Ascential Events (Europe) Limited, James Hurman and Peter Field present the main findings, James Hurman offers tips on climbing the Creative Effectiveness Ladder, James Hurman's guidance on improving creative effectiveness, Freeing China's luxury consumers from the annual ugly contest, How the NYT is using first-party data for better advertising, China oversees livestreaming with blockchain, Anatomy of effectiveness: A white paper by WARC, Latest category insights straight to your homepage, A new Evidence series on key marketing questions, Category campaign data from recent case studies. LATEST FROM CANNES. CANNES, France (April 17, 2018) — The Cannes Lions International Festival of Creativity and the Association of National Advertisers (ANA) has today announced the launch of the CMO Growth Council in partnership with the ANA's CMO Masters Circle. If you’re looking for a Sales Spike, set a three-month sales objective, run a fast campaign, and measure it at the end of three months. Creativity, they noted, is a fourth impactful lever – as indicated by the fact that creatively-awarded campaigns are much more effective overall, and when broken out at every level of Creativity Commitment. It is based on in-depth research undertaken by James Hurman, founding partner at innovation consultancy Previously Unavailable, and marketing consultant Peter Field. Since its first outing in 1954, the Cannes Lions International Festival of Creativity has been bringing the creative communications industry together every year at its one-of-a-kind event in Cannes to learn, network and celebrate. Oct 11, 2017 - This Pin was discovered by Danny Yap. Advertising is a medium of marketing communication to promote or sell a product or service. ARB/15/50) This year’s Cannes Lions creative data award went Black & Abroad, a company specialising in travel experiences for black people, turned the “Go back to Africa” slur on its head. To send to more than one recipient, put a comma between email addresses. To learn more about The Effectiveness Code: A campaign on the bottom rung of the Ladder represents an Influential Idea, which performed strongly in terms of engagement and sharing, meaning an initiative over-indexes on campaign metrics and media efficiency. You can read the agenda and access the live feed here. Mine The Work for inspiration to nail a tough brief. June 25, 2019 by Editor. project draws on 40 years’ worth of crash test research and safety studies meticulously logged by Volvo since the early 1970s. MOBILE. “The Effectiveness Ladder will now enable us to talk holistically and objectively about our marketing campaigns, identify future opportunities, and encourage teams to elevate more of our work to the top rung. Winning a Lion just further proves that anything is possible – even the wildest and most improbable dreams. This notion is premised on three different “levers” that can each boost campaign performance, in the form of spend, duration, and the number of media channels used. © Copyright Ascential Events (Europe) Limited. More specifically, this in-depth analysis drew on 1,031 cases from the Cannes Creative Effectiveness Lions database, as well as 3,616 cases from the WARC database and 216 cases … We’ve made some exciting changes since your last visit, bringing you: By continuing to use the site, you agree to the use of cookies. I just returned from a week at the Cannes Lions, where the world’s best creatives competed for advertising’s equivalent of a Pulitzer Prize or Oscar. Advertising case studies shares ethical dimension in advertisements, how advertisements dictate culture (Indian Advertisements), developing advertisements and role of culture in development of an advertising campaigns. If you want an Enduring Icon, plan a three-year campaign and stick with it. In 2012, Cannes Lions will be held two weeks earlier than usual, June 3–9. Like most awards programs, expectations of the work are exceptionally high—but there tends to be more gravity when a Lion is on the line. Ensure absolute clarity of your objectives, and an insightful understanding of what will make consumers respond in a way that will achieve those objectives. It's a question many agency creatives are asking right now, with this year's Lions deadlines fast approaching: Creative Effectiveness category – cases for which are published by Warc – will be closed on 1st March, while the deadline for all other Lions is 28th March. Cannes Lions: Brand Experience & Activation winners 2019 / Microsoft scoops a Grand Prix in Brand Experience & Activation for facilitating inclusivity in gaming. Showcasing the conception and application of product development, and the new data-driven, tech-enabled creativity re-shaping the conversation between brand and consumer. A complete list of concluded cases listed in chronological order from the most recently concluded. While Creative Commitment represents an important concept, Field noted that it stands in contrast to a growing tendency among marketers to favour short-term initiatives that have a lesser impact. Never miss the important news ... albeit for very different reasons – but in both cases they responded with a clear comeback that was in-keeping with … DESIGN. AGENCY. Winning any trophy at the Cannes Lions is a career highlight few creative professionals ever get to experience, but the festival’s most rarefied air is reserved for the Grand Prix. The Brand Experience & Activation jury today awarded their Grand Prix to Microsoft for its Changing The Game campaign, created by McCann New York . Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be. They provide a structure to navigate Cannes Lions Awards, talks, learning experiences and expanding digital platform. Focusing on the artistry, skill, talent and flair required to deliver beautifully executed ideas with the power to cut through and bring the creative idea to life. The idea of purpose and its continuing impact on creativity isn’t new to Cannes Lions. “Over the past five years, the marketing and advertising industry has increasingly reduced the Creative Commitment, which significantly mitigates the return on investment,” he said. Award Winners for Cannes Lions International Festival of Creativity in 2019 How to climb the ladder? Find out all about Cannes Lions, here. 4. I know Cannes is not the Effies, but this doesn’t mean we should be happy to look like idiots. Oct 28, 2019 - Explore Ricardo Leme Lopes's board "Cannes boards", followed by 538 people on Pinterest. I know Cannes is not the Effies, but this doesn’t mean we should be happy to look like idiots. your own Pins on Pinterest “The message here is not that creative-award-worthy work is automatically effective. CYBER. All rights reserved including database rights. View all the 2019 Cannes Grand Prix winners Burger King, Nike and New York Times were among the big winners at Cannes Lions. Seriously. Celebrating creativity in branded communications in this highly innovative but fiercely regulated sector with the unique power to truly change lives. Jon Bird. What makes a winning Cannes Lions case study? That kind of thought-leadership position is so rare, it’s like an energy source that feeds and inspires everyone around you – your clients, the whole agency team, and others in the company. To achieve this, find a genuinely enduring insight; find a limitless idea; commit to the long term upfront, and stick to it. DIRECT. Categoria que aponta a big ideia do Festival revelou as 20 peças do shortlist deste ano; não há trabalhos brasileiros na lista Winning a Cannes Grand Prix or a Titanium Lion takes that to another level – you are creating work that is recognised as the best in the world, making culture and shaping the industry. A robust, insightful strategy is a must – and once this is in place, buy the campaign idea that delivers on the strategy in the most original and engaging way. In reviewing so many cases, a few key trends have shown up in the most impactful work. The Work covers over 200,000 campaigns, including every entry for Cannes 2019. Reaching the upper levels of the ladder is all about creating work that delivers brand-building and commercial results over a sustained period. Another aim of the Ladder is to act as a continuous improvement tool for agencies and clients in assessing their own work over time. Cannes Lions 2019: Australia ranked fifth globally Nickie Scriven's view from the 2019 Cannes Media Jury Room Dreaming Crazy: An Australian inside the jury room of the first Cannes … The penultimate step on the ladder, a Commercial Triumph, occurs when creativity leads to profitable increases in sales and market share beyond a single quarter or a campaign’s duration. FILM. With the Cannes Lions 2015 Festival of Creativity complete, all the gold awarded, parties over and the 15,000+ people flying back home with perfect tans, it’s time to … Winners of Gold Lions at the 2011 Cannes Cyber Lions: Below we’ve rounded up as many of the 2011 Cannes Gold Cyber Lion winning case studies as we could possibly find. The big creative idea – where work is brought to life through brilliant partnerships, people & story telling. 6. Cannes Lions global Lions Live streaming event went live yesterday, Monday, 22 June with MD Simon Cook in an interview with host Tina Daheley talking through the behind-the-scenes of … Subsequent analysis and comparison of close to 5,000 effectiveness award entrants and winners from 2011 through 2019, sourced from the Cannes Creative Effectiveness Lions database (1,031 cases), WARC’s database (3,616) and the IPA databank (216), also uncovered a … Winning any trophy at the Cannes Lions is a career highlight few creative professionals ever get to experience, but the festival’s most rarefied air is reserved for the Grand Prix. Three drivers of “Creative Commitment”: spend, campaign duration, media channels. Our nine Tracks reflect the breadth of disciplines across the global branded communications industry. July 02, 2019. View more Cannes Lions stories CANNES LIONS 2019: GRAND PRIX WINNERS Check back often as we update this page throughout the week with the … It also built on interviews conducted by Hurman and Field with a committee of leading executives in strategy and planning – and the subsequent learnings that the industry needed a common definition and language of effectiveness. While the big talk on stage this year was around how brands can stand for something authentic all the while driving true action, award winners throughout the week highlighted some particularly innovative ways to do so.. your own Pins on Pinterest Plan a robust, insightful strategy. With the Cannes Lions 2015 Festival of Creativity complete, all the gold awarded, parties over and the 15,000+ people flying back home with perfect tans, it’s time to review the the world’s best creative work for 2015. The Cannes Lions festival is at its highest these days with the last award winners being announced tomorrow, Saturday, June 23 rd.Browsing through the shortlist of amazing cases in the category “Best Consumer Engagement”, I found a Bronze Lion awarded campaign by TBWA London – Skittles Blue .