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.