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 Tire, North 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.