Last night, Wieden+Kennedy London’s Weave Your Magic campaign for Lurpak was awarded a Creative Effectiveness Lion at the 61st Cannes International Festival of Creativity. This category recognises a previously awarded creative campaign that has achieved a measurable impact on the client’s business. Judging is based upon idea, strategy, and results and effectiveness.

In his announcement of Lurpak’s win, Jury President David Sable, Global CEO of Y&R, said the ‘truly inspiring’ campaign has turned butter from an ingredient into something to be celebrated, and in doing so, has changed the category, setting the bar high for all future food advertising.

We can't help feeling that our week in Cannes is off to a good start with last night's news that our Lurpak Weave Your Magic campaign has been awarded a Lion for Creative Effectiveness.

This category recognises a previously awarded creative campaign that has achieved a measurable impact on the client’s business. Judging is based upon idea, strategy, and results and effectiveness.

In his announcement of Lurpak’s win, Jury President David Sable, Global CEO of Y&R, said the ‘truly inspiring’ campaign has turned butter from an ingredient into something to be celebrated, and in doing so, has changed the category, setting the bar high for all future food advertising.