CANNES: Apple, McDonald's and Procter & Gamble are among the brand owners making the shortlist for the Cannes Creative Effectiveness Lions, a new award for the Cannes Lions International Festival of Creativity, supported by Warc.

More than 130 entries for the Effectiveness Lions, which seek to recognise the big ideas that delivered a measurable return on investment, can now be viewed in full by Warc subscribers here.

Only campaigns shortlisted for, or picking up, a Lion in 2010 were able to take part in the inaugural Effectiveness competition, the winners of which will be announced on Saturday.

Apple's "Mac vs PC" campaign from the US, developed by TBWA\MEDIA ARTS LAB in Los Angeles, will feature in the final round of judging.

It is joined by the "Cleans Your Balls" effort for Axe's shower gel and "Detailer", headed up by BBH New York.

Old Spice's "The Man Your Man Could Smell Like", which rejuvenated Procter & Gamble's personal care brand for men, also made the shortlist, alongside Gillette's "Women Against Lazy Stubble" from India.

McDonald's, the fast food specialist, was represented by "There's a McDonald's For Everyone", run in the UK.

Broadcaster TVNZ, based in New Zealand, PepsiCo's Walkers crisps, Snickers, the chocolate bar made by Mars, Heineken beer and Hasbro's board game Monopoly complete the list of contenders.

You can see a very unscientific list of most popular Creative Effective Lions paper on Warc here.

Data sourced from Warc