Cannes 2013 Creative Effectiveness Grand Prix: Legendary Journey
![Cannes 2013 Creative Effectiveness Grand Prix: Legendary Journey](https://images.squarespace-cdn.com/content/v1/5102c9cce4b0ef23f0dcf6a8/1372334586527-BQNLO7KJJG9B6P180TJ8/heineken_the_date_kitchen.jpg)
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.
![](https://images.squarespace-cdn.com/content/v2/namespaces/memberAccountAvatars/libraries/5102c9cce4b0ef23f0dcf6aa/762cdc638a394852a291711fc6fc600e/762cdc638a394852a291711fc6fc600e.jpeg?format=300w)
Dani Comar
Creative Consultant and Workshop Facilitator