Australia has four campaigns vying for the top gong in the coveted Creative Effectiveness Lions, more than any other nation, with two train-themed entries from McCann in the running.
Download the full shortlist here.
Back again this year is Metro Trains' 'Dumb Ways to Die' by McCann – which became the most awarded campaign in history at last year's Cannes Lions – along with fellow McCann entry 'Guilt Trips' for V/Line.
Also in the running are Virgin Mobile's 'Fair Go, Bro' by Havas Worldwide Australia Sydney Miller Street North Sydney, and McDonald's Australia's 'Australia Day' by DDB Sydney.
The Creative Effectiveness Lion, now in its fourth year, is drawn from among the previous year's Lion winners, who must submit a 40-page paper that includes the business metrics proving the campaign's effectiveness, which is then vetted by PwC.
Last year's Creative Effectiveness Grand Prix went to Heineken's 'Legendary Journey' by Wieden+Kennedy Amsterdam. Aussie campaigns shortlisted were NRMA Insurance's 'Australia's Largest Risk Mitigator' by Whybin TBWA Sydney and Coca-Cola South Pacific's 'Share a Coke' by Ogilvy Sydney.
Creative Effectiveness Lions Shortlist
'Guilt Trips'
V/Line
McCann Melbourne
'Dumb Ways to Die'
Metro Trains
McCann Melbourne
'Fair Go, Bro'
Virgin Mobile
Havas Worldwide Australia Sydney / Starcom MediaVest Group Sydney / Revolver / Will O'Rourke Sydney
'Australia Day'
McDonald's Australia
DDB Sydney / OMD Sydney
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