CANNES: 'Monty's Christmas', a campaign for retailer John Lewis by adam&eveDDB in London, has won the Grand Prix in the Creative Effectiveness category at the Cannes Lions International Festival of Creativity.
The TV-led campaign was praised by the Lions jury for both its creative work and its tangible – and proven – hard business effects.
"We were looking for real impact. Real proof, not just of sales effect, but of profit effect," said Andrew Robertson, CEO of BBDO Worldwide and the jury president.
"We were all in complete agreement on what the Grand Prix should be. It stands for real creativity that drives exceptional results. It was beautiful, emotional work for a retail brand, and it was proved beyond doubt that it drove a profit ROI of 8:1. If that isn't creative effectiveness I'm not sure what is."
In all, there were 13 Creative Effectiveness Lions winners, from 109 entries. The US was the top-represented country, with four winners, while Australia and the UK had three apiece.
Warc subscribers can read all the winners and entrants here.
Apart from the Grand Prix, the jury awarded two Gold Lions in the Creative Effectiveness category this year. 'Smellcome to Manhood', a campaign for Old Spice from Wieden+Kennedy in Portland, and 'Raising Eyebrows and Subscriptions', for The Economist from Proximity London, were both awarded.
Silver lions went to 'Rabbit Race', from Ogilvy & Mather for Media Markt in Germany; 'Infrequent Flyers', for Tigerair from McCann in Australia; from the US, 'I Will What I Want', from Droga5 for Under Armour; and 'Christmas is for Sharing', a Sainsbury's campaign from AMV BBDO in London.
The jury also awarded six bronze Lions in the category. From the US were MullenLowe's 'The World's Toughest Job' for American Greetings, and Heat San Francisco's 'Madden NFL 15' for EA Sports. Australia also had two bronze Creative Effectiveness Lions: '#MyFamilyCan', by Leo Burnett Melbourne for SPC Ardmona, and DDB Sydney's 'Macitbetter', for McDonald's.
Warc is running several panels addressing issues around creative effectiveness tomorrow in the Palais. Readers can sign up here.
Data sourced from Cannes Lions; additional content by Warc staff