CANNES: 'Live Test Series', a campaign for Volvo Trucks by the Forsman & Bodenfors agency in Gothenburg, has won the Grand Prix at the 2015 Cannes Creative Effectiveness Lions.
The judges praised the "huge results" that the Live Test Series campaign had achieved. Many people will remember it for Jean Claude van Damme doing the splits between two reversing trucks, but there were five more videos demonstrating various features that significantly boosted brand metrics and sales.
In addition to the Grand Prix, the judges awarded Gold Lions to The Bear and the Hare, a Christmas campaign for UK retailer John Lewis created by Adam&EveDDB in London, and to This is Wholesome, a campaign for Honeymaid graham crackers by Droga5 in New York.
A further four Silver Lions and ten Bronze Lions were awarded by the judges. Warc subscribers can browse most of the 160 entered case studies.
Wendy Clark, president/sparkling brands and strategic marketing, Coca-Cola North America and chair of the judging panel, explained how the judges had whittled down the initial entries to a shortlist of 27.
"Our remit was to find the highest intersection of creativity and effectiveness," she said. "We don't believe those two things should be mutually exclusive."
Describing creativity as a business driver that married the power of art and commerce, Clark said the judges had looked for work that would celebrate that effectively.
"We have found a body of work that the creatives in our industry want to celebrate as much as the strategists in our industry," she declared.
Of the Grand Prix winner, Clark said the judges had seen "a functional story told artfully". And, more importantly, "we saw huge results – qualitative and quantitative – and results on a sustained basis. There was no-one in the room that wished they hadn't done that work. We were all jealous!"
The list of winners was dominated by European entries which accounted for eight of the 17 awarded case studies. The USA followed on five, with Brazil supplying two and Australia and the United Arab Emirates one each.
Data sourced from Cannes Lions; additional content by Warc staff