Eurobest Jury President’s Pick: Creative Business Transformation

This was a very smart idea that delivered an oversized impact, solving critical issues within the hospitality industry, driving cross-category partnership and transformation, and impacting government policy. It all stemmed from a brilliantly simple insight within Heineken’s target audience that could be turned into a solution for Heineken’s business ecosystem and category challenges, cementing affinity with its Gen Z target consumers.

No officials, no lines, no unnecessary forms, no corruption… From the worst experience possible to a standard bearer for how a government should provide services to its people. This is a great example of how creativity, usually seen in transforming customer experiences for consumer brands, can be effectively applied to public services. Not only making those experiences more congruent with contemporary consumer expectations but also transforming the service design of public services to be more efficient and effective.

Sustainability as a platform for business model innovation, category leadership and customer experience transformation – from a brand that truly understands itself, its customers and its place in the world. This is an excellent example of how brands can turn ubiquity into an advantage and a force for good. Activating around Black Friday and positioning itself as the antithesis of rampant consumerism and waste, surprising consumers by placing ads without products. Only IKEA could drive a revolution like this. And where IKEA goes, others follow.

It is inherent in our industry – and within creativity – to challenge the status quo and make things better. That can be as simple as asking “why” and pointing out how what’s ‘normal’ can also be hurtful. A seemingly simple idea, but very complex to execute – especially the operational and logistical challenges associated with changes to the packaging for a global FMCG brand – in every market worldwide. Making work this great and this impactful requires great partnership, commitment, investment and bravery. This is how purpose can guide business strategy, transform social attitudes and position a brand as a category leader.

This work encapsulates everything the Creative Business Transformation category stands for: effective strategy rooted in creativity with clear, measurable impact and a transformation with long-term sustainability. Renault transformed a business and consumer problem into a new business model, creating new revenue streams and opportunities into new categories. This work shows how authentically aligning brand purpose with customer needs and commercial objectives isn’t just possible – it’s profitable.