CREATIVE EFFECTIVENESS FERNANDO MACHADO
HEAD OF BRAND MARKETING, BURGER KING
It was a really exciting experience to participate in the Creative Effectiveness jury this year. The calibre of the jurors was incredibly high. They were very diverse in background, ethnicity and gender, and came from both agencies and brands. All the entries were strong as one of the criteria in this category is to achieve at least a shortlist at Cannes Lions 2016. That is a great filter that guarantees we are only judging campaigns that stood out when it comes to creative. We ended up awarding five golds and one Grand Prix. The golds were all incredibly strong cases, such as “Share the load”, “Bajaj” and “Manboobs4boobs” (the last campaign won in the “for good” category so was not eligible for the Grand Prix). In the end, “Van Gogh’s bedrooms: let yourself in”, “Mcwhopper” and “The Swedish number” ended up fighting for the Grand Prix. To be honest, any of these pieces could have won. But we decided to award the prize to the idea/campaign that managed to create a massive business and brand impact: “Van Gogh’s bedrooms”. An idea that was executed in one location with a relatively small budget but created a wave of talkability everywhere, leading to solid and lasting business results.