McCann Australia scores prestigious Creative Effectiveness Grand Prix for V/Line’s ‘Guilt Trips’

McCann Australia has won the prestigious Creative Effectiveness Grand Prix in Cannes overnight, for the successful ‘Guilt Trips’ campaign for Victorian regional train operator V/Line. DDB Sydney has scored a Creative Effectiveness Lion for McDonalds ‘Australia Day’ campaign

The campaign, which used guilt to encourage city dwellers to catch the train back to their hometowns to visit friends and family, grew total off-peak monthly sales for V/Line by 15% and boosted call centre enquiries by 28%.

In the Creative Effectiveness category, which originally saw 80 entries and 12 shortlisted, the jury awarded 1 Grand Prix and 6 Creative Effectiveness Lions. Australia won two other Lions – to Havas Sydney and DDB Sydney. The UK won 3 Lions and Brasil 1 Lion.

VIEW THE FULL LIST OF WINNERS – Creative Effectiveness Winners – Cannes Lions Winners.xlsx

This Grand Prix follows McCann Australia’s record-breaking performance at the Cannes Festival of Creativity last, when the agency won the highest number of Lions ever – including the most awarded campaign in the history of the festival for Metro Train’s Dumb Ways to Die.

Says John Mescall, McCann Australia executive creative director: “I don’t think there’s ever a better feeling than putting a great idea into market, and having that idea be the impetus for business growth. It’s what we do and it’s why we’re here, so the Effectiveness GP is just so gratifying for us.”

Says Ben Lilley, chairman & CEO, McCann Australia: “We are humbled and honoured to have our work recognised with Grand Prix for two conductive years now. And to have been recognised for such different campaigns is a credit to our entire agency team and the breadth and depth of their offering.”

Says Patrick Baron, recently appointed executive creative director of McCann Melbourne: “Just to have four Australian campaigns, including two McCann campaigns, shortlisted for their Creative Effectiveness is remarkable. I couldn’t be more proud to be an Aussie creative right now. It’s brilliant to see our nation’s creative output recognised and celebrated on the world stage.”