“Sales results were undeniable. It had massive cultural impact. It’s a classic example of personalization at scale done in an interesting manner,” said Creative Effectiveness Lions jury president Devika Bulchandani, global CEO, Ogilvy.

Creative Effectiveness gold winners

• Kraft Heinz | “Heinz Draw Ketchup” by Rethink Toronto
• Brahma | “The Foamy Haircut” by Africa Creative DDB Sao Paulo
• Madrid Fusion | “Invaluable Food” by Leo Burnett Madrid

Paul Hiebert contributed to this story. Follow all of Adweek’s Cannes Lions coverage here.