Cannes Creative Effectiveness Lions

Celebrating the measurable impact of creativity in advertising

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Case Study

Aeroméxico, an airline, increased the amount of flights taken from the US to Mexico by offering discounts to Americans with Mexican ancestry.

Case Study

Samsung Fire & Marine Insurance, an insurance brand, launched a flower vase that doubled as a fire extinguisher in South Korea to promote fire safety across the country.

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Gillette, a razor and shaving products brand, created the TREO razor in the UK to bring a better experience to men who can no longer shave for themselves.

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IKEA, a furniture retail company, hacked 13 of its popular products and used 3D printing to create special add-ons for people with disabilities in Israel.

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Lifebuoy, a soap brand, launched a handwashing initiative in India, Kenya and Indonesia to help prevent deaths of children aged under five by promoting hygienic handwashing routines.

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Back Market, a supermarket specialising in refurbished products, reused old tweets from celebrities speaking about its products to make it look as though they were promoting the brand in the present to successfully launch in the US.

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Tommy Hilfiger, a clothing brand, launched an adaptive clothing line in the US that makes clothing more accessible for people with disabilities.

Case Study

Tesco, the supermarket chain, incentivised shoppers in Malaysia to reuse their bags by giving them money off their shop when they did.

Case Study

Etat Libre d'Orange, a perfume brand, launched I AM TRASH in France, a perfume made of waste from the perfume industry, to take a stand against excessive consumption.

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Vicks India, a brand of over-the-counter medications, launched #TouchOfCare in India, which featured the stories of two women and their families to highlight Vicks as embracing care for all families.

Case Study

Utair Airlines launched a multimedia campaign in Russia to encourage Russians to travel within their own country by accurately portraying the country and showing people relatable imagery.

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Nike, a sportswear brand, launched Dream Crazy in the US, a campaign featuring NFL player Colin Kaepernick, which inspired a new generation of athletes to break conventions in their sports.

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The Campaign Against Living Miserably (CALM), a charity, created a striking public installation in the UK to increase awareness of male suicide and suicide prevention.

Case Study

NRMA Insurance, an insurance company, turned the insurance model on its head in Australia by paying people to avoid disasters instead of paying people after they had one.

Case Study

The Canadian Down Syndrome Society (CDSS), a non-profit organization, created the Endangered Syndrome video campaign in North America to get people with Down syndrome put on the endangered species list.

Case Study

Kingo Energy, a clean energy company, launched a prepaid electricity system in Guatemala to provide people off the grid with accessible clean energy.

Case Study

Volvo, an automotive brand, launched the E.V.A (equal vehicles for all) initiative globally to encourage the sector to take automotive safety seriously for all people.

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Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.

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Ruavieja, an alcoholic digestive liquor from Pernod Ricard, created a tool that predicted how much time people had left together in an emotional film to encourage brand recognition and awareness in Spain.

Case Study

Mucinex, the cold and flu medicine brand, inserted itself into conversation around the Super Bowl to increase engagement during peak flu season in the US.

Case Study

American non-profit organisation, the National Safety Council, raised awareness of prescription opioid overdose in the US with an innovative live experience, supported by a multimedia campaign.

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Carrefour, the supermarket chain, proved its commitment to food quality and improved brand love through a direct campaign centred on a brand-owned experience in France.

Case Study

KFC, the fast food brand, remedied its sales loss in the UK with an integrated campaign that brought back its iconic figurehead and used the reason for the chicken shortage as the anchoring message.

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Project Nanhi Kali, an Indian non-governmental organisation that supports education for underprivileged girls, drove donations to its cause by launching a mobile chess game with a powerless Queen in India.

Case Study

Hangar 1, a vodka brand, successfully increased sales in the US by uncovering different flavours of its vodka based on what water was captured in the making process, allowing it to be marketed as a collector’s vodka.