India’s hopes for a metal in Creative Effectivess went kaput with Cannes International Festival of Creativity announcing winners in this category on June 19, 2012. The only shortlist from India, out of the two entries submitted, failed to impress the jury though the campaign has won awards earlier at forums such as FAB.
There were two entries submitted in Creative Effectiveness Lions from India – Creativeland Asia’s Hippo Plan-T and BBDO India’s ‘Shavesutra’. Shavesutra, however, could not make it to the shortlist.
A total of 13 shortlists were announced in this category, out of which five entries have been awarded a Cannes Effectiveness Lion. BBH London’s entry ‘Axe Excite – Returning to Universal Truths to Create Global Hits’ for Axe has been presented this year’s Creative Effectiveness Grand Prix.
Take a look at BBH London’s ‘Axe Excite’ campaign:
It may be noted that BBDO India’s W.A.L.S, Women Against Lazy Stubble, done for P&G’s Gillette, won India a Creative Effectiveness Lion in the inaugural year of the category.
David Jones, Global Chief Executive Officer, Havas and Euro RSCG was the Jury President for the category while Nadia Chauhan, Joint Managing Director and Chief Marketing Officer, Parle Agro was the Jury Member from India for Creative Effectiveness Lions.
Launched last year, the Creative Effectiveness Lions honours creativity that has shown a measurable and proven impact on an advertiser’s business – creativity that affects consumer behaviour, brand equity, sales, and where identifiable, profit. Only entries that were either shortlisted or were Lion winners, across all categories at Cannes Lions 2011 were eligible to enter into this category as these have already been judged and established as being creatively world-class. PricewaterhouseCoopers has reviewed each entry for the Cannes Creative Effectiveness Lions and checked that claims made are supported by appropriate data.