CANNES, France—The charming CGI penguin Monty, who stole the world's collective heart in the John Lewis holiday campaign from 2014, has scored adam&eveDDB London the 2016 Creative Effectiveness Grand Prix at the Cannes Lions festival here tonight. Winners in this category must demonstrate great business results linked to creative campaigns.
adam&eveDDB created "Monty the Penguin" for the retailer's 2014 Christmas campaign. The centerpiece spot told the story of a boy and his penguin friend Monty around the holidays, and the campaign included lots of digital and real-world elements.
The heartwarming spot quickly spread across the globe, and earned adam&eveDDB the Film Craft Grand Prix last year. The Creative Effectiveness Grand Prix shows how great it was for business, too.
Speaking with journalists in Cannes this morning, Creative Effectiveness jury president Andrew Robertson, CEO of BBDO Worldwide, said the campaign is the embodiment of everything the Cannes festival stands for.
"This was beautiful, emotional work for a retail brand that was proven—and believe me, it really is beyond a reasonable doubt—to have contributed to revenue growth of £132 million, incremental profit growth of £33 million and profit ROI of 8-to-1," he said. "And if that isn't what Creative Effectiveness is about, then I don't know what is."
He added: "We were looking for real impact, for effect. Phrases like 'We achieved the trending trifecta of Facebook, YouTube and Twitter' and 'This was the most Shazam-ed ad of all time' cut no mustard with our jury. We were looking for proof, real proof, not just of sales effect but—to win a gold—profit effect."
The jury started off with 109 cases. "I'm pretty sure that all 109 had advertising that worked," Robertson said. "What we were looking for was advertising that worked brilliantly, had a massive effect, and where it was able to be proved beyond all doubt that that effect was attributable to the advertising."
—U.S. winners in Creative Effectiveness
The 13 winners in Creative Effectiveness this year included four U.S. agencies.
Widen + Kennedy Portland scored a Gold Lion for its "Smellcome to Manhood" campaign. Droga5 New York won a Silver Lion for its work on the Under Armour "I Will What I Want" campaign. Two U.S. agencies won Bronze Lions in Creative Effectiveness: Heat San Francisco, for its work for the EA Sports Madden NFL 15 game, and MullenLowe Boston for "The World's Toughest Job" campaign for American Greetings.