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Cannes Lions Special Section

#CannesLions2017: Creative Effectiveness Lions winners!

The 64th annual Cannes Lions Festival of Creativity hosted the Creative Effectiveness Lions award ceremony on 23 June 2017.
Grand Prix-winning 'Van Gogh's Bedrooms: Let Yourself In.
Grand Prix-winning 'Van Gogh's Bedrooms: Let Yourself In.

The Creative Effectiveness Lions celebrate the measurable impact of creativity. Entries needed to demonstrate hard results over the long term: How the work drove tangible business effects, was instrumental to cultural change or integral in the achievement of brand purpose.

A total of 21 Creative Effectiveness Lions were awarded from the shortlist of 34. The Grand Prix went to Leo Burnett Chicago for Art Institute of Chicago’s temporary art exhibition ‘Van Gogh’s Bedrooms: Let Yourself in’. They were assisted in production by Ravenswood Studios and Starcom/MediavestSpark Chicago on media.

This delightful interactive experience let fans get a view of what it would be like to stay in Van Gogh's bedroom by bringing to life his 1888 'The Bedroom/Bedroom in Arles' painting and listing the room on Airbnb while also running a temporary art exhibition. The first block of night's sold out in just five minutes,and the story was covered in over 100 countries within a week. More importantly, ticket sales to the Art Institute of Chicago rose by 250% and it was their highest attended exhibit in 15 years. That's what we call creative effectiveness!

Egg Films’ Terence Neale also directed Adidas Originals' 'Your future is not mine' with Johannes Leonardo New York with production company RSA Films, which was awarded a Bronze Lion:

View the full table of winning work below:

Creative Effectiveness Lions Winners

EntrantTitleClientProductAward
LEO BURNETT CHICAGOVAN GOGH'S BEDROOMS: LET YOURSELF INART INSTITUTE OF CHICAGOTEMPORARY ART EXHIBITIONGrand Prix
INGO, StockholmTHE SWEDISH NUMBERSWEDISH TOURIST ASSOCIATIONSWEDISH TOURIST ASSOCIATIONGold Lion
Y&R NZ, AucklandTHE MCWHOPPER PROPOSALBURGER KINGFAST FOOD RESTAURANTGold Lion
DAVID, Buenos AiresMANBOOBS4BOOBSMACMAAWARENESSGold Lion
BBDO INDIA, MumbaiARIEL SHARE THE LOAD: A SOCIAL MOVEMENT TO REMOVE THE CULTURAL STAIN OF GENDER IP&G INDIAARIEL MATICGold Lion
LEO BURNETT INDIA, MumbaiBAJAJ V - THE NATION'S BIKEBAJAJ AUTO LTD.BAJAJ VGold Lion
BBDO INDIA, MumbaiDADS #SHARETHELOADP&G INDIAARIEL MATICSilver Lion
J. WALTER THOMPSON COLOMBIA, BogotáTHE LAST MASKNATALIA PONCE DE LEON FOUNDATIONNATALIA PONCE DE LEON FOUNDATIONSilver Lion
OGILVY & MATHER MUMBAIBEAUTY TIPS BY RESHMAMAKE LOVE NOT SCARSACID ATTACKSilver Lion
Y&R NZ, AucklandTHE MCWHOPPER PROPOSALBURGER KINGFAST FOOD RESTAURANTSilver Lion
LEO BURNETT CHICAGOVAN GOGH'S BEDROOMS: LET YOURSELF INART INSTITUTE OF CHICAGOTEMPORARY ART EXHIBITIONSilver Lion
INGO, StockholmTHE SWEDISH NUMBERSWEDISH TOURIST ASSOCIATIONSWEDISH TOURIST ASSOCIATIONSilver Lion
adam&eveDDB, LondonTHE MAN ON THE MOONJOHN LEWISJOHN LEWISSilver Lion
adam&eveDDB, LondonTINY DANCERJOHN LEWIS INSURANCEJOHN LEWIS INSURANCEBronze Lion
ENGINE, LondonMISSING TYPENHS BLOOD AND TRANSPLANTNATIONAL BLOOD WEEKBronze Lion
LEO BURNETT, MadridJUSTINOLOTERIAS Y APUESTAS DEL ESTADOCHRISTMAS LOTTERYBronze Lion
GEOMETRY GLOBAL, Dubai / MEMAC OGILVY & MATHER, Dubai / MEMAC OGILVY & MATHER, DubaiHANDLE ON HYGIENEUNILEVERLIFEBOUYBronze Lion
MULLENLOWE SINGAPORE / MULLENLOWE LINTAS GROUP INDIA, Mumbai / MULLENLOWE SSP3, Bogotá#HELPACHILDREACH5UNILEVERLIFEBUOY SOAPBronze Lion
FORSMAN & BODENFORS, GothenburgMARRIAGE MARKET TAKEOVERSK-IISK-IIBronze Lion
JOHANNES LEONARDO, New YorkYOUR FUTURE IS NOT MINEADIDAS ORIGINALSNMDBronze Lion
ENERGY BBDO, ChicagoEXTRA GUM "SARAH & JUAN"WRIGLEY, A SUBSIDIARY OF MARS, INCORPORATEDEXTRA GUMBronze Lion

The Festival of Creativity runs from 17-24 June 2017, with Cinemark the official local representative for the Cannes Lions International Festival of Creativity.

Visit the official Cannes Lions website and our Cannes Lions special section for more information.

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