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Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Snickers, the chocolate brand owned by Mars, made Super Bowl history when it ran a live TV commercial during the NFL showpiece event.

Case Study

Icelandair, an Icelandic airline, created the Icelandair Stopover Buddy service to convince travellers across Europe to fly with its airline, despite big challenges.

Case Study

This case study explains how retailer ALDI Australia's Christmas campaign, 'ALDI's perfect Aussie Christmas', gave Australians a renewed pride in their own unique version of Christmas by introducing a rival family of American Christmas-evangelists.

Case Study

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.

Case Study

This case study explains how Coca-Cola used social media to send a message against prejudice in the Middle East, during Ramadan.

Case Study

This case study explains how Airbnb, a travel accommodations brand, reached beyond its millennial audience with its 'Don't Go There, Live There' campaign in the US, which directly challenged how people were travelling.

Case Study

This case study explains how Pure Michigan, a state travel company, generated 27 million visitor trips and rebuilt the state's economy, reputation and pride among consumers in the US and Canada.

Case Study

This case study looks at how Checkers & Rally's, a quick service restaurant, took on Burger King with humour and a hashtag to hijack the latter's multimillion dollar hotdog launch in the US.

Case Study

This case study looks at how American Express, the financial service, has had success with its Small Business Saturday campaign in the US which has become a social movement for local, community businesses and is supported by the US President.

Case Study

This case study looks at how Lifebuoy, a soap brand, created a social movement in India, Indonesia and Kenya to save children's lives by building awareness and changing handwashing behaviour.

Case Study

This case study looks at how Be The Match, a non-profit organisation, used its 'Hero Gene' campaign to reach the untapped audience of comic book fans in the US and convince them to donate bone marrow.

Case Study

This case study looks at how Chevrolet Canada, a small car brand, marketed to millennials by convincing them that Spark wasn't a car but the ultimate mobile device with the Chevrolet Spark Launch in Canada.

Case Study

This case study looks at how Pepsi, the beverage brand, helped differentiate itself from other brands in the category with its #SayItWithPepsi campaign, launched in the US.

Case Study

This case study explains how the Art Institute of Chicago, an art museum, launched the 'Van Gogh BnB' campaign in Canada & the USA which brought Van Gogh's bedroom to life through a partnership with Airbnb.

Case Study

This case study shows how McDonald's and Coca-Cola, a quick service restaurant and soft drinks brand, partnered together to create the sip, share and win program which utilised the drive-thru and its ability to connect with shoppers in the US.

Case Study

This case study shows how Johnson & Johnson, an over-the-counter pharmaceuticals brand, teamed up with Kleenex and Clorox to develop the 'College Care Essentials' campaign which created a total care solution for parents and their independent college students in the US.

Case Study

This case study details how IKEA, a home furnishings and décor brand, re-framed itself from cheap store to style guide in the eyes of students with its 'Find Your Style 101' campaign in the US.

Case Study

This case study explains how Gatorade, a non-alcoholic beverage brand, turned the Super Bowl into a platform for brand engagement through the use of Snapchat.

Case Study

This case study shows how Tommee Tippee, a British baby care brand, created the 'Advice Wipes' campaign to launch the brand in the US.

Case Study

This case study details how Whirlpool, a household appliances brand, created the Care Counts program in the US to show how attendance rates in schools could be impacted by a lack of laundry facilities.

Case Study

This case study details how EA's NFL Madden 16, a video game brand, created a five-minute Bollywood-themed action film with a weekly spin-off series to promote the game and increase sales in the US.

Case Study

This case study shows how Quilted Northern, a bath tissue brand, partnered with Amazon and used national toilet paper day to create a campaign to tackle less loyal consumers in the US.

Case Study

This case study shows how Lockheed Martin, a space exploration brand, created the first group virtual reality experience with its 'Field Trip to Mars' campaign in the US.

Case Study

This case study explains how the retailer Canadian Tire turned the Olympics into a campaign for inclusion by showing that when the best of them step up, their nation stands taller.