CANNES: 'Heineken's Legendary Journey', a multi-market integrated campaign from Wieden + Kennedy Amsterdam for beer brand Heineken, has won the Grand Prix at the 2013 Creative Effectiveness Lions.
The Grand Prix winner, which was praised by the judges for its strong creative idea and clear demonstration of business results, was one of seven Lions handed out for the category as part of this year's Cannes Lions International Festival of Creativity. Warc subscribers can browse the full case studies for over 100 entries here.
"Beer is such a tough category to move share. But we liked the insights, the execution, and that it grew volume, grew share and maintained a premium price," said Shelly Lazarus, chairman of Ogilvy & Mather and head of the Creative Effectiveness jury. "It showed significant increases in market share in every market. [The campaign] was consistent in all the markets - and that was pretty hard to do."
Jonathan Mildenhall, vice-president for global advertising strategy at Coca-Cola, added: "This global beer brand created a big idea – the legendary night out – and made it work across markets. Balancing creativity and commercial is what's unique about this award."
Overall, the Creative Effectiveness category, for which only Cannes Lions winners that can demonstrate continuing business results from their campaign are eligible, saw a 30% increase in entries this year, when compared to 2012.
Of the six other Lions-winning campaigns, three – 'From Crying to Buying', a UK campaign from adam&eveDDB for John Lewis, a retailer, 'Small Business Gets an Official Day', from CP+B/Digitas for financial services brand American Express Open, and 'Share a Coke', from O&M Sydney for Coca-Cola in Australia – came in for particular praise from the jury. Lazarus said there had been "great debate" about the Grand Prix winner.
The three remaining Lions went to 'Believe', for Lion Nathan's Steinlager from DDB Auckland in New Zealand, 'Australia's Largest Risk Mitigator', for financial services firm Insurance Australia Group from WHYBIN\TBWA Sydney, and 'Hard, Fast & Effective' from Grey London for the British Heart Foundation, a charity.
Russ Mitchinson, planning partner at DDB Sydney, pointed out the heavy presence on the shortlist of campaigns from Australia and New Zealand, suggesting that innovation in creativity was particularly strong in the region due to the relatively "low barriers to entry" for campaigns there, when compared to Europe and North America. "They can experiment, challenge themselves and do things differently because the business costs are also lower," he added.
Meanwhile, fellow jury member Orlando Hooper-Greenhill, director of global planning at JWT, advised next year's Creative Effectiveness entrants that merely demonstrating campaign success on the basis of social media data was not sufficient. "If you want to win a Lion, you have to prove effects on the brand," he said.
"We were struck by the remarkable breadth of entries," Lazarus added. "As a jury, we love the list of Lions. It represents the widest range of goals, ideas, media strategies and geographies."
Data sourced from Cannes Lions; additonal content by Warc staff