Creative Strategy Lions

Information Deck Compulsory Material Guide

The Creative Strategy Lions celebrate the idea behind the idea. We wanted to give you the best opportunity to communicate the nuance and detail found in strategic planning.

All entrants need to provide an information deck (pdf) as the primary, compulsory material for judging. This gives you the chance to really showcase all aspects of the strategy, while also providing the jury with the details they crave.

To help bring your work to life, here is some useful information about the judging criteria guidelines and guidance on what the jury will be looking for, plus a few hints and tips to consider when creating your entry:

Compulsory material for entry to Creative Strategy Lion: 1 x Information deck/PDF (Compulsory)

The suggested length is 10 pages and it should contain key supporting information about your entry in clear, concise English. This could include, but not be limited to, the original brief, how the strategy was pitched, data sources, supporting images, and a breakdown of the research.

You should use the following criteria as a guideline for what the jury will be looking for:

Interpretation of Business/Brand Challenge (30% of vote)

  • The business challenge the brand was facing.
  • Interpretation of the client needs and brand values.
  • Industry/target market.
  • The desired outcome.

Insight/Breakthrough Thinking (30% of vote)

  • Outline the strategic process used to tackle the problem
  • How did you arrive at the insight? Details here could include: Research, Workshops, Collaboration, Data, Audience / consumer / culture, etc.
  • Internal/external challenges faced and how they were overcome.
  • The breakthrough moment.

Creative Idea (20% of vote)

  • Clearly explain the creative idea.
  • How the creative strategy directly influenced the creative execution.

Outcome/Results (20% of vote)

  • Business impact.
  • Change in behaviour or consumer awareness/value added to the brand.
  • Brand perception.
  • Achievement against the original challenge/client satisfaction.
  • The impact on the industry/culture.

What do I need to provide with my entry?

  • You will be asked to complete a Written Explanation when making your entry on our website. Here, you will need to answer key questions which provide a summary of your work.
  • For this Lion, an Information Deck, containing a detailed explanation of the strategy is compulsory.
  • There is also an option to submit a two-minute Case Study Film. This is recommended but not compulsory. You may also include optional Supporting Materials to demonstrate the visual/physical elements. This can be material not included within the Written Explanation or Information Deck.
  • Please note, the jury will be focused on honouring the demonstrable processes of strategic thinking and insight behind the creative idea and less focused on the creative execution.

Need help?

Our Awards team are Lions experts. Whether you have a specific query or would like some advice, we’re here to help. Contact us here awards@canneslions.com or give us a call on +44 (0) 20 3033 4000