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This paper explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

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CANNES/GLOBAL: "Van Gogh's Bedrooms", a campaign from the Art Institute of Chicago created by Leo Burnett Chicago, took the Grand Prix in the Creative Effectiveness category at the 2017 Cannes Lions International Festival of Creativity.

Case Study

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.

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This case study shows how Microsoft, a tech company, helped US girls realise their potential in Science, Technology, Engineering and Math (STEM) careers by presenting them with inspirational role models.

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This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

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This case study explains how sports clothing brand Under Armour worked with swimmer Michael Phelps to produce an emotional video and increase sales in the US.

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This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.

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This case study shows how Deutsche Telekom, a telecommunications brand, used gaming to raise awareness towards dementia research in Germany.

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This case study explains how UNICEF, the international non-governmental organisation dedicated to helping children, grew awareness of gender selection in developing countries with emotional ads and increased donations in Switzerland.

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This case study shows how Bou Khalil, a supermarket chain, successfully increased brand awareness by creating a platform that allowed Lebanese people to help child beggars.

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This case study shows how the Natalia Ponce de Leon Foundation, a non-profit organisation, successfully pushed for governmental change towards the prosecution of acid attacks perpetrators, by developing a social awareness campaign in Colombia.

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This case study explains how QQ, a Chinese instant messaging service, improved its brand image and signed up new users with a scheme to help find missing children.

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This case study explains how PETRONAS, an auto fuel retailer, used an emotional short film distributed online and on TV to connect with the Chinese community in Malaysia during Chinese New Year.

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This case study shows how Doritos, a snack brand, increased sales and brand awareness by partnering with a support organisation for LGBT youth in the US and releasing a Gay Pride themed product.

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This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

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This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

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This case study shows how Budget Direct, an insurance services brand, increased sales by creating a mascot to explain its low risk insurance policy to Australians.

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This case study describes how chocolate company Hershey used a fun social media campaign to turn around negative perceptions over misshapen chocolate in the US.

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This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.

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This case study explains how Philips, the electronics giant, promoted its SimplyGo oxygen device in the US by working with respiratory illness sufferers to create an inspiring short film which was distributed primarily through paid social media.

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This case study shows how AT&T, a telecommunications brand, increased awareness for distracted driving using a shocking campaign film in the US.

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This case study shows how ANZ, a financial services brand, successfully engaged Australian female audiences by launching a phased campaign regarding equal pay.

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This case study shows how EPM, a public services company, created a solar power harvesting hat that could provide electricity to remote areas in Colombia, thus increasing brand visibility.

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This case study explains how the US Army created a difficult to complete simulation mission contained in a website to attract high quality STEM graduates.

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This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.