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CANNES, France–Impact was key in selecting the campaign that would take home the Grand Prix in Creative Effectiveness at Cannes this year. “Van Gogh Bnb” from Leo Burnett Chicago for The Art Institute of Chicago displayed immense impact by creating incremental attendance of 133,000 visitors at the institute and generating $2 million of incremental revenue, all with just $500,000 investment.
“Creative effectiveness is about impact,” said jury president Jonathan Mildenhall, CMO of Airbnb. “Is this idea impacting the brand’s audience? Is this idea impacting the brand’s business? Is this idea impacting culture? And for us, the creative community, is this idea impacting our creative community through its creative excellence?”
The campaign, which won 14 Lions at last year’s Cannes festival, originally broke in February