Creativity is Business
aims to demonstrate that creativity brings short and long-term value for brands, by testing advertising creations that have received the most prestigious creative awards*.
To date, more than 65 campaigns have been tested, all of which, without exception, rank above the Kantar standard on three performance dimensions (rememberability, purchase intention and brand differentiation).
Today more than ever, communication agencies have a role to play in the ecological transition and societal transformations.
Creation, which irrigates their daily lives, has the power to change behavior and support brands on the future challenges of ecological transition and societal developments, by giving rise to new imaginations.
After measuring the business impact of the campaigns, a new program was created:
Creativity is Positive Change
.
Using the same methodology for testing award-winning advertising creations,
Creativity is Positive Change
will measure and quantify their societal impact.
Throughout the year, it is now through 2 programs that you will discover the business and societal impact of advertising creations.
It is therefore proven and quantified: the campaigns judged to be the most creative by professionals generate business for brands.
This new season begins with the 5th star of the “Hit Parade”, a competition organized by “CB News” (reference media for communication, brands and media), obtained by the
The Beautiful Fail
campaign designed by DDB Paris for Honda Moto .
Multi-awarded at the 2023 Cannes Lions Festival, the campaign, which transforms a sporting failure into an artistic manifesto, stands out for the engagement it generates among consumers by ranking in the Top 1% of campaigns on this criterion.
Also remarkable for the meaning and differentiation of the brand, as well as on purchasing motivation, it climbs into the Top 4% on each of these indicators.
DDB Paris and "The Beautiful Fail" produced for Honda KANTAR - AACC - MEDIA FIGARO
Vincent Leorat (Vice-President DDB Paris) and Julie Coriol (Marketing Director of the Honda France Motorcycles division) took a behind-the-scenes look at this campaign during a show dedicated to the program on the Figaro TV set.
* campaigns designed by AACC member agencies