#CannesLions2017: Creative Effectiveness Lions winners!

23 Jun 2017

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.

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.

#CannesLions2017: Creative Effectiveness shortlist

22 Jun 2017

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

Entrant	Title	Client	Product	Award
LEO BURNETT CHICAGO	VAN GOGH'S BEDROOMS: LET YOURSELF IN	ART INSTITUTE OF CHICAGO	TEMPORARY ART EXHIBITION	Grand Prix
INGO, Stockholm	THE SWEDISH NUMBER	SWEDISH TOURIST ASSOCIATION	SWEDISH TOURIST ASSOCIATION	Gold Lion
Y&R NZ, Auckland	THE MCWHOPPER PROPOSAL	BURGER KING	FAST FOOD RESTAURANT	Gold Lion
DAVID, Buenos Aires	MANBOOBS4BOOBS	MACMA	AWARENESS	Gold Lion
BBDO INDIA, Mumbai	ARIEL SHARE THE LOAD: A SOCIAL MOVEMENT TO REMOVE THE CULTURAL STAIN OF GENDER I	P&G INDIA	ARIEL MATIC	Gold Lion
LEO BURNETT INDIA, Mumbai	BAJAJ V - THE NATION'S BIKE	BAJAJ AUTO LTD.	BAJAJ V	Gold Lion
BBDO INDIA, Mumbai	DADS #SHARETHELOAD	P&G INDIA	ARIEL MATIC	Silver Lion
J. WALTER THOMPSON COLOMBIA, Bogotá	THE LAST MASK	NATALIA PONCE DE LEON FOUNDATION	NATALIA PONCE DE LEON FOUNDATION	Silver Lion
OGILVY & MATHER MUMBAI	BEAUTY TIPS BY RESHMA	MAKE LOVE NOT SCARS	ACID ATTACK	Silver Lion
Y&R NZ, Auckland	THE MCWHOPPER PROPOSAL	BURGER KING	FAST FOOD RESTAURANT	Silver Lion
LEO BURNETT CHICAGO	VAN GOGH'S BEDROOMS: LET YOURSELF IN	ART INSTITUTE OF CHICAGO	TEMPORARY ART EXHIBITION	Silver Lion
INGO, Stockholm	THE SWEDISH NUMBER	SWEDISH TOURIST ASSOCIATION	SWEDISH TOURIST ASSOCIATION	Silver Lion
adam&eveDDB, London	THE MAN ON THE MOON	JOHN LEWIS	JOHN LEWIS	Silver Lion
adam&eveDDB, London	TINY DANCER	JOHN LEWIS INSURANCE	JOHN LEWIS INSURANCE	Bronze Lion
ENGINE, London	MISSING TYPE	NHS BLOOD AND TRANSPLANT	NATIONAL BLOOD WEEK	Bronze Lion
LEO BURNETT, Madrid	JUSTINO	LOTERIAS Y APUESTAS DEL ESTADO	CHRISTMAS LOTTERY	Bronze Lion
GEOMETRY GLOBAL, Dubai / MEMAC OGILVY & MATHER, Dubai / MEMAC OGILVY & MATHER, Dubai	HANDLE ON HYGIENE	UNILEVER	LIFEBOUY	Bronze Lion
MULLENLOWE SINGAPORE / MULLENLOWE LINTAS GROUP INDIA, Mumbai / MULLENLOWE SSP3, Bogotá	#HELPACHILDREACH5	UNILEVER	LIFEBUOY SOAP	Bronze Lion
FORSMAN & BODENFORS, Gothenburg	MARRIAGE MARKET TAKEOVER	SK-II	SK-II	Bronze Lion
JOHANNES LEONARDO, New York	YOUR FUTURE IS NOT MINE	ADIDAS ORIGINALS	NMD	Bronze Lion
ENERGY BBDO, Chicago	EXTRA GUM "SARAH & JUAN"	WRIGLEY, A SUBSIDIARY OF MARS, INCORPORATED	EXTRA GUM	Bronze 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.