“Creativity’s effectiveness is growing over time.” This is James Hunan’s assessment of advertising, based on his yearly studies for The Gunn Report, Cases for Creativity.
Seventeen campaigns made it into the 2015 Cases for Creativity, or campaigns that won both a Cannes Gold Lion for creativity and a Gold Effie award for effectiveness.
In 2012 there were 9. In each of 2013 and 2014 there were 12.
The Gunn Report is right to state that being listed in Cases for Creativity represents “the high watermark of advertising achievement.” Advertising creativity is creativity with a job to do – and that job is to change people’s behaviour. The report is compiled by James Hurman, author and founder of innovation consultancy, Previously Unavailable.
In Hurman’s 2016 edition of The Case for Creativity, he has analysed the 33 Cases for Creativity from 2012-2014 and found a clear common theme – ideas that get shared socially tend to be those that dominate both effectiveness and creativity awards.
Two distinct groups of campaigns tend to be shared, Hurman added. “Firstly, campaigns that put the brand in the service of a social cause or purpose. The trend of brands seeking to do some good in the world. Secondly, creative efforts that were ‘actions’ more than ‘words’. The trend of brands saying less and doing more. Both of these trends play out strongly in the most creative and effective work, and this year’s Cases for Creativity prove that these drivers of effectiveness are still absolutely key.”
Eight of this year’s Cases for Creativity campaigns represent brands tackling social issues. Hurman noted, “With #LikeAGirl, P&G’s Always brand challenged subconscious sexism. With I Will What I Want, Under Armour implored women to will their way through prejudices. With Inglorious Fruits & Vegetables, Intermarché created an alternative to wasteful food practices. OPSM invented an ingenious way for parents to keep an eye on their children’s’ eyesight with Polly the Pirate. Vodafone’s Red Light App gave victims of family violence a new cry for help. Chipotle continued to rally against cruel farming practices with The Scarecrow. And Honey Maid took a stand for America’s untraditional families, championing them as every bit as wholesome.”
Four more of this year’s list were charity or not-for-profit campaigns.
Effective brands are also saying less and doing more, Hurman added. “Intermarché invented an entirely new segment in the fruit & vegetable category. OPSM invented a new way to test kids’ eyesight. Vodafone invented a new way to call for help. With ‘Kan Khajura Tesan’, Unilever invented a gigantic new media platform. With Rice Code, Inakadate Village invented a transformational new way to grow rice. With The Salt You Can See, Fundación Favaloro invented a way for Argentines to more easily moderate their salt intake.
The Cases for Creativity 2015 are:
1. #LikeAGirl for Always by Leo Burnett Toronto, London & Chicago
2. Abla Fahita for CBC by J. Walter Thompson Cairo, Egypt
3. Bald Cartoons for GRAACC by Ogilvy São Paulo, Brazil
4. Give Mom Back Her Name for UN Women by Impact BBDO Dubai, United Arab Emirates
5. Greatness Awaits for Sony Playstation by BBH New York, USA
6. I Will What I Want for Under Armour by Droga5 New York, USA
7. If We Made It for Newcastle Brown Ale by Droga5 New York, USA
8. Inglorious Fruits & Vegetables for Intermarché by Marcel Paris, France
9. Kan Khajura Tesan for Unilever by MullenLowe Group, Mumbai
10. Not A Bug Splat for Reprieve Foundation by BBDO Lahore, Pakistan
11. Penny The Pirate for OPSM by Saatchi & Saatchi Sydney, Australia
12. Between Us Red Light App for Vodafone by Y&R Team Red Istanbul, Turkey
13. Rice Code for Inakadate Village by Hakuhodo Tokyo, Japan
14. Smellcome To Manhood for Old Spice by Wieden+Kennedy Portland, USA
15. The Salt You Can See for Fundacion Favaloro by Grey Buenos Aires, Argentina
16. The Scarecrow for Chipotle by Creative Artists Agency Los Angeles, USA
17. This Is Wholesome for Honey Maid by Droga5 New York, USA
