Explore four themes the 2018 Cannes Lions Creative Effectiveness winners have in common. This was presented at a #WARCxCannesLions event at iHeartMedia on Sept. 27, 2018.

1. Four Themes
from Cannes
Eva Kasten, President, WARC Americas

2. Seeing what you can take back which can
help you develop better work. If you can
show what other people did and the results it
created…it really helps, both for inspiration
and in terms of selling in ideas.
Fernando Machado, Global CMO Burger King,
Creative Effectiveness Lions President 2018

3. Four Themes
Solutions, not
campaigns
Use of emotion
and humor in
creative strategy
The growing
need for online
conversion
Purpose with
PR

4. #1: Solutions, not campaigns
 It should be no surprise that campaigns
featuring new product benefits will drive
sales.
 What is surprising is how problems drove
product development—not just campaign
messaging.
 The demonstrated creativity in a wider
context.

5. Savlon: Healthy Hands
Chalk Sticks

7. #2: Creative strategy – Emotion and humour key drivers
Shortlist 2018 vs. 2017

8. Cheetos Museum

10. #3: Increase in use of microsites and websites
Shortlist 2018 vs. entrants 2018

11. #4: Purpose with PR
 Brand value increases the more brands
are perceived as meaningfully different.
Strong campaigns can double that
value growth.
 Meaningfully different brands with
weaker advertising can grow value by
avg 82%, 4x the performance
compared to brands whose advertising
was strong, but leveraging a less
meaningful proposition (avg 21%).
Source: Research by BrandZ

12. Inside the Jury Room
Fernando Machado
Burger King
Brent Nelsen
Leo Burnett
Phil Thomas
Ascential