For the upcoming 2016 edition of my book The Case for Creativity, I took time to reflect on three years of studying the Cases for Creativity - those campaigns that have won both a gold Cannes Lion for creativity and a gold Effie award for effectiveness. They’re the high watermark of achievement in our industry, and if we are to learn from any campaigns, it should surely be these.
One theme among the 33 Cases for Creativity from 2012-2014 was conspicuously clear. Ideas that get shared socially are the ones that are winning big in terms of both effectiveness...