CREATIVE EF­FEC­TIVE­NESS FER­NANDO MACHADO

HEAD OF BRAND MAR­KET­ING, BURGER KING

Campaign UK - - NEWS -

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.

Grand Prix: Art In­sti­tute of Chicago ‘Van Gogh’s bed­rooms: let your­self in’ by Leo Burnett Chicago

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