This project is an attempt to test and build on a theory a friend and I had that, if true, would allows us to predict a particular piece of communication’s creative effectiveness and maybe even it’s creative ROI. Used another way, it could guide creatives into making communication that's more effective.

Using insights gleaned from analyzing data from 10 years of Cannes Lion results and a customized classification system, the project aims to identify any patterns in term of content, style, and more.

To further build on this idea, we also want to see if we can predict any future trends, social movements – a preview of the coming zeitgeist. These insights could prove invaluable when planning long-term campaign and media strategies. 

At this stage we are building the database of awarded work which we then use to see if we can identify any patterns or trends using our special filters/algorithms. From there we want to test the output against real-world results. 

We also want to investigate how AI/machine learning might be integrated into the platform.