Cannes 2014: PR and Creative Effectiveness shortlists

Did any Canadian work make the grade?

Sponsored by AOL Canada

The Canadian advertising success story of 2013 was undoubtedly “Our Food. Your Questions.” from McDonald’s Canada.

The ground-breaking transparency campaign earned plenty of awards show hardware and was praised by judges; now it could win again after showing up on the Creative Effectiveness Lions shortlist during the 61st annual International Festival of Creativity in Cannes. Tribal DDB, OMD and Family Style are the agency and production companies listed on the submission.

“Our Food. Your Questions.” put out an open call to consumers telling them to ask anything they wanted about McDonald’s and the company would share the answers across media though it was largely a digital/social based effort.

The Creative Effectiveness Lions were introduced in 2011 to recognize work that “has shown a measurable and proven impact on a client’s business.” Only work that won a Lion or was shortlisted the year before is eligible for a Creative Effectiveness Lion. Results and effectiveness account for 50% of the evaluation, with strategy and idea each worth 25%.

“Our Food. Your Questions.” won one gold, one silver and two bronzes in 2013 and was one of just 12 entries to make the Creative Effectiveness shortlist this year and the only one of seven Canadian entries to make it.

Along with the Creative Effectiveness shortlist, the PR contenders were also published Sunday afternoon and Canada appears twice on that list.

“The Canadian Tire Ice Truck” earned a nomination for Canadian TireNorth Strategic and Touché PHD Montreal, while Saatchi & Saatchi‘s “Surrender Your Say” for the Tourette Syndrome Foundation of Canada also is on list. The same work was shortlisted in the Promo & Activation competition earlier in the day.

Like the Creative Effectiveness jury, Canada is without a representative on the PR jury. The PR competition saw the biggest year over year increase in entries in 2014 with 1,859 submissions up from 1,296 last year. There were 28 entries from Canada, up from16 in 2013.

Winners in both Creative Effectiveness and PR will be announced at the first awards gala of the week Monday night.

Want the latest news and winners from the Cannes Lions International Festival of Creativity? Visit Marketing @ Cannes.

Advertising Articles

Veritas opens in Vancouver

The move will help the PR shop better serve its new B.C.-based client, Best Buy

TSN introduces ‘Champions Live Here’ positioning

Multi-platform campaign launched during the Super Bowl with a 60-second anthem

Twitter’s flock flattens

Social media site fights to stay relevant as user base remains stagnant

GroupM introduces new Canadian viewability standards

Standards of accountability in line with other media like TV and print, says Neil Johnston

Global believes in ‘a greater Toronto’ in new campaign

Broadcast and out-of-home campaign includes social media component

LG2 names three presidents

Mireille Côté, Mathieu Roy and Jeremy Gayton's new titles cement next-gen leadership

Doritos creates ketchup chip bouquets for Valentine’s Day

The brand is encouraging women to court males with its creation

Postmedia launches NP product in Ottawa Citizen

Post president calls it a 'dramatic expansion' of the national daily's brand

Becel campaign adds more heart

New video series tells stories of real people showing thanks through baking