Heineken, W&K Win Creative-Effectiveness Grand Prix at Cannes
Heineken's "Legendary Journey," from Wieden & Kennedy, Amsterdam, won the first Grand Prix of the Cannes Lions International Festival of Creativity in the category of creative effectiveness.
This three-year-old category is a little different than others at Cannes. In order to enter, the work first must be judged to be creatively excellent by winning a Lion the year prior. Then, entrants are required to submit a 40-page paper that includes the business metrics proving the campaign's effectiveness. Those papers and metrics are vetted by PriceWaterhouseCoopers before being submitted to the jury.
Controversy or clear winner? Ms. Lazarus said there was "great debate" about the Grand Prix and that "you could make a case for the excellence of all these Lions."
Other notable winners: Beyond the Grand Prix, there were only six Lions awarded in this category. The top four, in addition to Heineken, included Coca-Cola's "Share a Coke" from Ogilvy & Mather, Sydney; John Lewis's "From Crying to Buying" from Adam & Eve DDB, London, and Manning Gottlieb OMD, London; and American Express's "Small Business Gets an Official Day" from Digitas, New York, and CP&B.
Interesting trend: Save for the Grand Prix, which was created in the Netherlands, all the Lions came from Anglo-Saxon countries -- one from the U.S.; two from the U.K.; two from Australia; and one from New Zealand. Juror Russ Mitchinson, planning partner at DDB Australia, noted that those countries tend to have a strong effectiveness culture and a heritage of quality, and planning and strategic output is testament to that. He said in Australia and New Zealand, in particular, "sometimes the barriers to market are lower and there's more opportunity to create innovative ideas." He noted that clients may be willing to take a bit of a risk because the market is smaller. "If [a creative risk] doesn't work out in America or Europe, that could be a massive, massive business issue."
Advice for next year: In some cases, great work wasn't awarded because the quality of the papers submitted to support that work's effectiveness was so poor. Jurors pleaded to the industry to raise the quality of the paper writing. Said Mr. Mitchinson, "There were so many fantastic creative ideas that come through this round of effectiveness judging, and we could see the merits in many of these. And yet the quality of the paper writing was not sufficiently good to allow us to award some of these ideas … it was quite frustrating for the jury."
Go here to keep up with all the goings-on at Cannes.