Heineken, W&K Win Creative-Effectiveness Grand Prix at Cannes
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Heineken’s "Legendary Journey," from Wieden & Kennedy, Amsterdam, won the first Grand Prix of the Cannes Lions International Festival of Creativity in the category of creative effectiveness.
This three-year-old category is a little different than others at Cannes. In order to enter, the work first must be judged to be creatively excellent by winning a Lion the year prior. Then, entrants are required to submit a 40-page paper that includes the business metrics proving the campaign’s effectiveness. Those papers and metrics are vetted by PriceWaterhouseCoopers before being submitted to the jury.
What it is: The Heineken entry, titled "Legendary Journey: Justifying a Premium the World Over," was a global campaign that demonstrated significant increases in market share in every country, according to the jury. The campaign’s most high-profile element was a highly detailed and produced video, "The Date," in which a suave gentleman takes a beautiful woman for a legendary night out. He shows off skills, ranging from fileting a fish to performing magic tricks. The campaign also included online integration, such as contests where entrants could try to win their own legendary dates.
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