2. A N O N L I N E S P A C E F O R A L L C A N N E S L I O N S W I N N I N G
C R E A T I V I T Y
INTRODUCING THE WORK
Since 1954 Cannes Lions has celebrated and promoted
creativity in branded communications as a powerful force
for business, for change and for good. The Work is a
unique new digital space, dedicated to the finest in
creativity: every piece of work entered for Cannes Lions
since 2001.
World-class creativity
The Work covers over 200,000 campaigns, including
every entry for Cannes Lions 2018. Every piece is a case
study in the power of great ideas.
The brands, the agencies, the people
Get an in-depth perspective on the brands, agencies and
individual creatives behind the world’s best work.
Framed by background and insights
Discover the stories behind the work: how it was briefed,
researched, conceived and crafted. Plus where it
appeared, and the results it delivered.
Expert perspectives
Our expertly curated collections give an exclusive
look at specific areas and varieties of work.
Always growing
With every year, the Cannes Lions library expands – and
The Work evolves. Explore the 2018 Cannes Lions
Winners site, with curated collections and talks from the
2018 Festival. And as The Work develops, watch out for
new levels of insight.
DISCOVER THE WORK 2
3. 2 0 1 7 M C K I N S E Y R E S E A R C H
THE BUSINESS CASE FOR CREATIVITY
McKinsey published a ground-breaking study on the link
between creativity and commercial success in 2017. They
took 16 years of Cannes Lions Archive data, both winning
and non-winning work in all Lions – hundreds of
thousands of data points – and correlated these with a
wide range of cold, hard commercial facts.
McKinsey calculated that of companies with a higher
Award Creativity Score (which is based on Lions won by
volume, level, consistency and breadth), 67% had above-
average organic revenue growth, 70% had above-
average total return to shareholders and 74% had above-
average net enterprise value or EBITDA.
DISCOVER THE WORK 3
4. IGNITE YOUR OWN IDEAS
Explore The Work to remind yourself
how far creativity can go, refresh
your imagination, and find the
inspiration to crack that uncrackable
brief.
We do the hard work for you, with a
growing list of expertly curated
collections: everything from the
comic to the surreal, from chocolate
to charities.
DISCOVER THE WORK 4
GOOGLEMOUNTAINVIEWFORGOOGLE
INC,GOLDLIONWINNER2017
5. “WE KNOW CREATIVE DRIVES
THE MOST IMPACT, AND WE
INTEND TO PUT THAT AT THE
CENTRE OF OUR MARKETING
INVESTMENTS.
”Dan Burdett, Head of eBay Labs at eBay EMEA
BLINKPRODUCTIONSLONDONFOR
CHANNEL4,GRANDPRIXWINNER2017
Campaign October 2017
DISCOVER THE WORK 5
6. EASIER COLLABORATIONS
Show colleagues and teams
examples of great campaigns, and
get new collaborators up to speed
quickly with past work.
Save campaigns on your own board,
so you can find them easily later or
show them to your teams.
DISCOVER THE WORK 6
WEIDEN+KENNEDYAMSTERDAMFORNIKE,GOLD
LIONWINNER2017
7. “I WAS DELIGHTED BY WORK
THAT TESTED THE BOUNDARIES
OF EXISTING MEDIA CHANNELS
AND COMBINED THEM TO FORM
NEW IDEAS. OUR TOOLKIT FOR
CREATIVITY IS EXPANDING ALL
THE TIME WITH NEW METHODS
BY A NEW BREED OF CREATIVES
AT CANNES
”Chloe Gottlieb, Chief Creative Officer, R/GA
US
DROGA5FORMAILCHIMP,GRANDPRIX
WINNER2017
AdWeek June 2017
DISCOVER THE WORK 7
8. DO YOUR RESEARCH - FAST
Draw on our wealth of data and
insights to research a sector or
discipline fast. Get yourself and your
co-creators quickly up to speed with
the best work in your sector, so you
can get back to creating something
even better.
Explore by sector:
Automotive - Charities - Drinks
Entertainment - Fashion Finance -
Food - Healthcare
Household Goods
Media & Publications - Public Retail
- Services - Tech - Travel
DISCOVER THE WORK 8
SNAPLOSANGELESFORSNAP,INC,GOLD
LIONWINNER2017
9. “
IF YOU LEAVE CREATIVITY
BEHIND, YOU ARE LEAVING
SOME MEASURE OF
EFFECTIVENESS BEHIND TOO.
”Former Coca-Cola NA President of Sparkling
Brands & Strategic Marketing
Wendy Clark
BBDOKUWAITCITYFORHONDA,GOLD
LIONWINNER2015
DISCOVER THE WORK 9
10. SHOW THE VALUE OF
CREATIVITY
Use inspiring examples to encourage
creativity across your team.
Turn the insights into effective,
award winning work that helps you
build a cast-iron case for the
commercial value of creativity.
DISCOVER THE WORK 10
R/GANEWYORKFORSAMSUNG,BRONZE
LIONWINNER2017
11. “SHAREHOLDER VALUE AND
SALES - ARE EXACTLY THE
THINGS THAT GREAT CREATIVE
ADS ARE ULTIMATELY GEARED
TO DRIVE. DON'T BELIEVE ME?
ASK DOLLAR SHAVE CLUB,
WHICH WAS JUST PURCHASED
BY UNILEVER
”AdAge, June 2017
Deacon Webster, Chief Creative Officer, Walrus
TOHOKUSHINSHAFILMCORPTOKYOFOR
SONYINTERACTIVE,GOLDLIONWINNER
2017
DISCOVER THE WORK 11
12. The Work is collected, curated
and managed by Cannes Lions,
home of the world’s greatest
creativity.
Discover The Work at
lovethework.com today.
13. Olivia Bazell
T: +44 (0) 203 033 2536
Olivia.Bazell@canneslions.com
Account Manager
DISCOVER THE WORK 13
