Cannes 2013 Creative Effectiveness Grand Prix: Legendary Journey

Case Study
Written By Dani Comar

This year coveted Creative Effectiveness Grand Prix went to Heineken’s Legendary Journey, for its rapidily spreading viral film. Two things to note. 

First, a crystal clear articulation of the idea (surprising demonstrations of legendary behaviour) and of the effectiveness claim (justifying a premium the world over). These laser-focused argumentations win the competition, not just sales data. 

Second, a great use of social media to engage the audiences with the story and make it more personal. 

Dani Comar

Creative Consultant and Workshop Facilitator

http://activationideas.com
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