Creative Effectiveness Lions
A. Creative Effectiveness: Sectors
Work in this section should focus on effectiveness achieved in a particular sector, and whether the strategy achieved or exceeded its objectives and goals. The same entry can be submitted only once in this section.
A01. Food & Drink
All food & drinks.
All fast food entries should be entered into A05. Retail.
A02. Consumer Goods
Beauty, cleaning products, household goods, technology, furniture and lighting, toys, fashion, home appliances, other FMCG / consumer durables.
Pharma, OTC drugs, wellness.
Vehicles, other automotive.
Retail, eCommerce, restaurants, fast food.
A06. Travel / Leisure
Travel, tourism, transport, live events, museums & galleries, gambling, sports, gaming, other recreation.
A07. Media / Entertainment
Music, film, television, publications & media, books, news, digital platforms, other media.
A08. Consumer Services / Business to Business
All commercial public services, Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.
A09. Not-for-profit / Charity / Government
Government, public information, NGOs, military, charities, non-profit organisations.
All CSR work should be entered in the relevant sector and/or B04. Creative Effectiveness for Good category in section B. Market.
Work in this section should demonstrate how the work enabled the brand to effectively achieve their objectives in a chosen market.
B01. Single Market
Work which has been implemented in a single market with a single target market at its core. Entries should describe how the work was creatively designed for the target market and the tangible business and/or awareness results achieved.
B02. Multi Market
Work which has been implemented across multiple markets. Entries should describe how the work was creatively designed for multiple markets and the tangible business and/or awareness results achieved.
B03. Global Market
Work which has been implemented globally. Entries should describe how the work was creatively designed to run globally and the tangible business and/or awareness results achieved.
B04. Creative Effectiveness for Good
Celebrating the measurable impact of creative work with social purpose at the heart. The work should be for a charity, non-profit or government body or for brands who can demonstrate they worked in partnership with a not-for-profit organisation. Entries should illustrate how the campaign drove tangible results, was instrumental to cultural change or integral to achieving a brand's purpose.
C. Brand Challenges & Opportunities
Work in these categories should focus on the brand challenge or opportunity identified. Entries should explain their strategic response, as well as specific channels and touchpoints chosen and why.
Work created to launch a product or service.
Rebrand / refresh of an existing brand identity for any product, service or organisation.
Work which effectively attracts new customers or drives new engagement. Entries should show an increase in new business or customer activity.
Work which enhances or strengthens existing customer relationships. Entries should show an increase in new business or customer activity.
C05. Real-time Response
Effective targeted work which responds to world events, public affairs and other real-world, real-time activity prompting social sharing and a measurable response.
C06. Sustained Success
Celebrating the long-term impact of creative work. Entries should demonstrate how a long running campaign drove tangible business results, was instrumental to cultural change or integral to achieving a brand’s purpose. Entries in this category must show results over several years.
Celebrating the measurable impact of creative work that is the result of a collaboration between brands and agencies or partner agencies to achieve a business goal. Entries should demonstrate how the collaborative effort drove tangible business results.
C08. Breakthrough on a Budget
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. Entries should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
C09. Challenger Brand
Brands which have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
C10. Market Disruption
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.