President’s Pick: Harjot Singh, Creative Effectiveness Lions

“We need a clearer, more focused, more accountable understanding of what Creative Effectiveness means,” said Harjot Singh, Global Chief Strategy Officer at McCann Worldgroup, in the LIONS | In the Making podcast. Here, the 2024 Creative Effectiveness Lions Jury President shares six examples of creative work that delivered measurable impact.

Hear more about Harjot’s judging criteria in episode three of The LIONS Podcast, now available on The Work.

Heinz Draw Ketchup | Kraft Heinz | Rethink, Toronto | 2023

I love how Heinz Ketchup creatively overcame brand perception challenges by leveraging its iconic status through a global activation. The way this work unfolded across the world reinforced its dominance in culture and in its category, making people fall back in love with the brand even more.
View Campaign
(opens in a new tab)

Home of Thoughtful Giving | John Lewis & Partners | adam&eveDDB | 2023

This represents the power of creativity, impact and resilience. It isn’t just about advertising. It’s about how storytelling can leave a lasting impact and set new standards. It’s a testament to the enduring power of emotional connection in delivering measurable impact. We need more work like this.
View Campaign
(opens in a new tab)

The Whopper Detour (2021) | Burger King | FCB New York | 2021

This work created a whole new playbook for fast food marketing by incentivising people to order from Burger King near McDonald’s locations via its app. It was a truly bold tactic that led to creatively and commercially compelling results.
View Campaign
(opens in a new tab)

Nike Crazy Dreams | Nike | Wieden+Kennedy Portland | 2021

This does everything that good work should. It’s built on undeniably universal themes – ambition, perseverance and self-belief – and delivered measurable impact. The storytelling is honest and compelling, driving us all to reflect on the power of sport to defy expectations and overcome challenges. This is unforgettable work.
View Campaign
(opens in a new tab)

The Tampon Book: A Book Against Tax Discrimination | The Female Company | Scholz & Friends, Berlin | 2022

I love the boldness of this creative solution to address gender inequality in taxation. Its success in advocating for and accomplishing legislative policy change was notable and fully aligned with the brand’s values. The creative decision of framing the campaign as a book against tax discrimination was very effective in driving empathy and support instantly and at scale and drove positive results across business and brand metrics.
View Campaign
(opens in a new tab)

Project Revoice | The ALS Association | BWM Dentsu, Sydney | 2018

This work was prescient in establishing and highlighting the transformative potential of technology and AI for social good. Not only did it impact those most affected by ALS – patients, families and healthcare professionals – it had an expansive impact on culture and on the wider world.
View Campaign
(opens in a new tab)