Cannes Lions 2017: Insights from the Creative Effectiveness winners

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.
  • Online video is now a key channel for creative effectiveness and is typically used alongside social media, PR and TV – TV and online video were the most used 'lead' media among the shortlisted entries.
  • Social media remains the most used channel overall, but compared with previous years it is used far less frequently as a lead channel.
  • Purpose-led advertising was a major feature among the shortlisted entries, allowing several lower-budget campaigns to create global awareness and societal change.
  • Emotion remains central to best-practice campaigns and its use as a creative strategy increased compared to 2016....

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