Case studies from the Cannes Creative Effectiveness Lions were the most-viewed on Warc during 2016, with the Grand Prix winner from UK retailer John Lewis the number one paper overall.

‘Monty’s Christmas’, which told the story of John Lewis’ seasonal TV-led campaign, was the most-viewed case study of the year. The campaign, from adam&eveDDB, starring a boy and his penguin, was so effective that store staff were given a bonus worth 11% of salary.

Another Cannes winner, ’I will what I want’, from Droga5 for sportswear brand Under Armour, was the second most-viewed case study of the year. Looking to connect with female consumers, the brand featured unexpected, non-traditional female role models like ballet dancer Misty Copeland and model Gisele Bündchen in digital video ads for the campaign.

‘Between us’, the third most-viewed case study, also focused on a female target audience, but with a very different creative approach. With this campaign, developed by Y&R Team Red Istanbul, Vodafone, the only foreign mobile phone provider in the Turkish market, created a secret alarm app to protect women in the face of domestic violence, which saved lives and strengthened the brand's position as innovative and reliable. The campaign also won the Grand Prix at the 2016 Warc Prize for Innovation.

A campaign from the soft drinks sector from the US aimed to create a new usage occasion - and was the fourth-ranked case study of the year. ‘Kickstart comes alive’ for Mountain Dew positioned the brand as a “pre-game drink” - via a TV launch for the Superbowl, bolstered by a YouTube experience.

Meanwhile, ‘Making money extra easy’, an adam&eveDDB campaign for Halifax, the UK financial services provider, and the Grand Prix winner at the 2016 Warc Prize for Social Strategy, rounded out the top five on the most-viewed case study rankings.

The case told the story of how Halifax created 'the world of Ease', a series of videos talking about money in a friendly, bite-sized and straightforward way - and helping the bank stand out from rivals in a crowded market.

Data sourced from Warc