“On the surface, it might appear to be a beautiful set of designs, but what it really showed us was how an idea like that could connect to what was an otherwise marginalized culture and marginalized people, [and] empower them to create their own businesses within that culture,” said Peyton.
Creative Business Transformation gold winners:
- Nikkei | “Well-Being Index (GDW) by Dentsu Tokyo
- Renault | “Plug-Inn” by Publicis Conseil
Creative Commerce Lions
HungerStation, one of the leading online food ordering platforms in Saudi Arabia, worked with Wunderman Thompson teams in Riyadh and Seattle to create a tool that hands the food decision-making process over to a deeper part of the mind. “Subconscious Craving” earned a Grand Prix in the Creative Commerce category.
Images of different cuisines are presented to the user via a tool in the HungerStation app, which uses the camera to track users’ eye movements. It then uses topic modeling AI to organize food options and present an instant report of what the eye lingered the longest on to reveal the “Subconscious Craving.” The tool then generates a list of local restaurants where HungerStation customers can order.
Creative Commerce Lions jury president Nancy Crimi-Lamanna, chief creative officer, FCB Canada, said the first Grand Prix category winner from Saudi Arabia won “because it was such a beautiful way to get people to order. It adds value to that experience—it turns it from something very transactional into something very emotional. We love that it solves a pain point: that choice overload we have when trying to [order] food on a food-delivery app.”
Creative Commerce gold winners:
- Lunchables | “Lunchabuild This” by Goodby Silverstein & Partners
- Oreo | “Oreocodes” by VMLY&R Commerce New York
- Bank of Montreal | “Nxt Lvl” by FCB Toronto
- Iceland Foods | “Iceland Food Club” by Ketchum London
Creative Effectiveness Lions
Ogilvy India and Cadbury Celebrations worked together to help out smaller businesses in India that were hit hard by the pandemic with a second round of ads featuring Bollywood superstar Shah Rukh Khan.
The agency and candy brand saw that while big brands were more equipped to make a comeback after the economic devastation, local businesses and stores did not have that luxury.
They decided to lend a helping hand to small businesses struggling during the pandemic with last year’s “Not a Cadbury Ad.” With the data-driven campaign returning for a second year, machine learning was used to create ads that doubled as ads for Cadbury and thousands of local businesses. “Shah Rukh Khan-My-Ad” grabbed this year’s Creative Effectiveness Grand Prix.