Cannes’ inaugural Creative Effectiveness Lions attract 142 entries – including 8 from Australia
The Cannes Lions International Festival of Creativity’s newest category launches this year with 142 entries from 33 countries, including eight from Australia.
The new entry section sits alongside the existing Cannes Lions categories but seeks to reward which has shown a measurable and proven impact on a client’s business – in short, creativity that affects consumer behaviour, brand equity, sales, and where identifiable, profit.
In its first year, 142 pieces of work – all of which was either shortlisted or won a Lion in 2010 – has been entered. They will now be judged by a 20-strong jury line up of both senior agency professionals and clients from around the world, chaired by Jean-Marie Dru (pictured), chairman of TBWA Worldwide. The winners will be announced in Cannes on Saturday 25 June 2011 alongside the Film, Film Craft, Titanium and Integrated Lions winners.
“We are delighted with the response to this new category as the number of entries has greatly surpassed what we were anticipating. These are complex entries to submit and judging will be tough, but no doubt those worthy of a Lion will be much admired and will set the bar for future years,” says Australia’s Terry Savage, chairman of Cannes Lions.
The US accounts for the most entries, with 27, followed by the UK with 17. Germany has nine, Australia entered eight, and India and Brazil entered seven apeice.
5 Comments
So they’re judging work that won or was shortlisted for other lions last year.
So the work is, at the very least, 12-20 months old?
What the fuck is the point of that? Why not award new work?
I may be drunk but that sounds ridiculous.
7:54 – for the most part, it takes a while to understand how effective something is. if only new work could enter, there wouldn’t be many entries with enough proof to win anything by the award deadline
But The Gunn Report PROVES award winning work is effective, so what’s the point?
Surely Cannes isn’t suggesting award winning work is different to effective work.
New category + desperate creatives = more money for Cannes.
what a pathetic money grabbing stunt. it’s one thing being a largely harmless bit of fun. It’s quite another trying to shoehorn pretensions to relevance and real world accountability.