Insights and Learnings from Cannes Creative Effectiveness Lions 2025
What is Cannes Creative Effectiveness Lions 2025?
The Creative Effectiveness Lions reward campaigns that demonstrate hard results over the long term, including how the work drove tangible business effects, was instrumental to cultural change or integral in the achievement of brand purpose.
What this means for us:
As marketers, this highlights great work from across the industry which we can take inspiration from our future campaigns.
2 of the takeaways from the event:
Consistent creativity drives long-term brand success. Brands that commit to a clear creative platform or theme and develop it over time, tend to build stronger recognition, loyalty, and financial performance. Research by System1 shows that the most consistent brands produce, on average, 27% more major brand effects, such as increased awareness, differentiation, and salience, along with 28% more significant business impacts.
Humour is also a powerful tool in advertising. According to WARC’s analysis of effective humorous campaigns, funny ads activate the brain’s reward systems, making them more engaging, memorable, and distinctive. Further insights from The Martin Agency show that 72% of consumers would choose a humorous brand over a more serious competitor, and 91% say they prefer brands that make them laugh.
See the list of winners and entries here: https://www.warc.com/awards/cannes-creative-effectiveness-lions#grand-prix
Read more: https://www.warc.com/content/paywall/article/WARC-Exclusive/Creative_Effectiveness_Lions_Insights_from_the_2025_winners/en-GB/161584