It was the Canadian success story of Cannes Lions 2015 and now Leo Burnett’s #LikeAGirl might win one more Lion in 2016.
Created by the Festival to recognize the exceptional work that drives business results, the Creative Effectiveness Lions is only open to work that either shortlisted or won in Cannes Lions 2013-2015. The massively popular #LikeAGirl video created for P&G’s Always brand won handfuls of awards last year including the first ever Titanium Lion for a Canadian agency.
According to the case study prepared for the Canadian awards show The Cassies, where it won a Grand Prix, #LikeAGirl grew brand share 1.4 points to 59.6% and increased top-of-mind awareness by six points to 83%.
DDB Toronto’s president Melanie Johnston is on the Creative Effectiveness jury, which is being led this year by Andrew Robertson, CEO of BBDO worldwide. Entries will be rewarded for strategy (25%), idea (25%) and results and effectiveness (50%). The entries will be judged as one, without categories. There were 109 entries to the competition this year, down from 160 in 2015. Canada has never won a Creative Effectiveness Lion.
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