Recognizing a brand that embraces and encourages creativity in their communications, Creative Marketer of the Year at Cannes Lions International Festival of Creativity, is awarded to Heineken for 2015.
No strangers to the Cannes Lions podiums, it’s the second time the Dutch beer brand will walk away with the award having been crowned almost a decade ago in 1995. Heineken also boasted the coveted Creative Effectiveness Grand Prix at the 2013 Cannes Lions for its ‘Heineken Legendary Journey: Justifying a Premium the World Over’ campaign.
“Creative Marketer of the Year at Cannes Lions is awarded to a company who is breaking the boundaries of creativity and who truly believes that creativity drives business and can improve the state of the world,” says Philip Thomas, CEO of Lions Festivals. “Heineken lives and breathes creativity throughout its organisation, and has a superb framework that allows its marketing teams the freedom to experiment while retaining the core essence of their many brands.”
And experiment is just what Heineken have done. Throughout 2014, they have innovated creatively. We’ve seen a 15-second film based on a tweet, they’ve run an Instagram campaign for Gay Pride month, trialled a mobile-only campaign for new beer-tequila brand, Desperados and run the globally successful ‘Cities of the World’ campaign in aim of inspiring men to cross the borders within their city to explore areas they wouldn’t otherwise venture to.
A well-deserved reward for Heineken and another notch on the belt of their lead agency, Wieden + Kennedy. Past honourees include McDonald’s (2014), Coca Cola (2013) and Mars (2012). Global brands and small brands alike, take note!
The award will be presented to Heineken at 2015’s Cannes Lions festival, June 21st – 27th.