The shortlist for the inaugural Cannes Creative Effectiveness Lions - for which Warc is the knowledge partner - is out.
But how do the judges' choices compare to the very unscientific list of the currently most popular Creative Effectiveness papers according to downloads on warc.com?
Judge for yourself by browsing all the published papers on Warc now before the winners are announced at the weekend.
Interestingly, only two campaigns (Old Spice and Heineken Italia) appear on both lists.
The Official Cannes Creative Effectiveness Lions Shortlist:
The Most Read on Warc: