Great ideas make great campaigns, but behind all the glitz and glamour of an effective one is a well-structured and solid strategy that acts as its foundation, especially now that many brands choose initiatives where data tells the story. This is why this year’s Cannes Lions International Festival of Creativity is also recognizing creative strategies that pave the way to a successful program.
The very first #CreativeStrategy Grand Prix at #CannesLions goes to… @ForsBodenfors for The E.V.A Initiative campaign for @VolvoCars… Congratulations in writing your name in #CannesLions history! pic.twitter.com/itNIhw0IoL
— LIONS | The Home of Creativity (@Cannes_Lions) June 19, 2019
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Today’s awarding night named the first-ever recipient of the Creative Strategies Grand Prix award — Forsman & Bodenfors for their E.V.A. Initiative with car manufacturer Volvo. The campaign the duo built together was all about providing Equal Vehicles for All (hence the acronym) after data showed that cars weren’t built to keep women safe since most test dummies used for safety tests are shaped like males.
Such findings are made possible when analysts allow data collected to tell the story, instead of finding the right numbers to make a story work. And through the campaign, Volvo was able to provide better services and products for their customers as well as allow other car manufacturers to use data they have collected to improve their own safety features.
Other awardees for the first Creative Strategies:
Click here to view and download the full list.
Main Image from Cannes Lions 2019 via Twitter
