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Cannes Creative Effectiveness Lions

Celebrating the measurable impact of creativity in advertising

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Case Study

This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.

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This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.

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This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

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This case study shows how Ariel, a detergent brand, continued a social campaign about gender inequality to raise brand awareness and sales in India.

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This case study shows how Ikea, a furniture brand, successfully launched its new catalogue by filming a renowned German literary critic reviewing it.

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This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

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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 Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.

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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 KAFA, an NGO dedicated to protecting victims of abuse and violence, raised awareness about the issue of child marriages in Lebanon through a social experiment.

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This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

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This case study shows how the Ayrton Senna Institute, a Brazilian NGO, drove an augmented reality campaign to gather support for Brazilian athletes during the Rio 2016 Olympic Games.

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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 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 Burger King, a fast food chain, successfully lifted brand scores by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

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This case study shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.

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This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

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This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

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This case study explains how Plume Labs, a technology company, used pigeons wearing tiny air quality monitoring back-packs and social media to raise awareness of air quality issues in London, and raise investment for a new wearable technology.

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This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

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This case study shows how Headspace, a meditation app, successfully launched an app that helped children understand the power of emotional bullying when texting, in Australia.

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This case study explains how charity Ovarian Cancer Canada (OCC) used a playful TV ad, print and digital ads, and PR to increase awareness of ovarian cancer.

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This case study shows how KAFA, an NGO, helped pass a law protecting Lebanese women from domestic violence by leveraging women's votes in favour of the bill.

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This case study explains how Sakker El Dekkene (Stop the Shop), a Lebanese NGO, used a stunt to encourage people to report corruption.

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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.