image

The Creative Effectiveness category rewards creative thinking that’s delivered an extraordinary commercial result.

This year the Grand Prix was won by McCann Melbourne for their excellent innovation for V/Line Trains. Observing that so many small-town Australians get to 18, run for the city, and infrequently return to visit their parents, V/Line launched a new ticket product called ‘The Guilt Trip. Parents can buy their child a return ticket home, and the ticket is delivered along with guilt-trippish messaging that parents put together with V/Line’s help. 160,000 extra trips home were taken that year. Lovely.

image

Check it out here.

Another winner was Publicis London, who together with their charity client Depaul, created the Depaul Box Company.

The insight that we feel most sympathy with the homeless when we’re moving house (and therefore temporary homess ourselves) led Depaul to start their own box company - making the cardboard boxes people use to move house. This not only created an effective new revenue stream for Depaul but allowed them to speak to people at a critical moment.

image

“We could have a solution for homelessness in the UK that is sustainably financed,” commented Depaul CEO Martin Houghton-Brown

Check it out here.