Creative eCommerce Lions

The Creative eCommerce Lions celebrate creative, commercial ecommerce, payment solutions and innovation.

Entries will need to demonstrate how the innovation and optimisation of the customer journey led to increased consumer engagement and commercial success. A number of criteria will be considered during judging and weighted as follows: 30% Idea, 20% strategy, 20% execution, 30% results.

Creative eCommerce Lions Sections

  • A. Creative eCommerce: Sectors

    The same entry can be submitted only once in this section.

    • A01 Food & Drink

      All food and drinks.

    • A02 Other FMCG

      Beauty, cleaning products, other household goods, other FMCG.

    • A03 Healthcare

      Pharma, OTC drugs, wellness.

    • A04 Consumer Durables

      Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.

    • A05 Automotive

      Vehicles, other automotive.

    • A06 Retail

      Retail, eCommerce, restaurants, fast food.

    • A07 Travel

      Travel, tourism, transport.

    • A08 Leisure

      Live events, museums & galleries, gambling, sports, gaming, other recreation.

    • A09 Media / Entertainment

      Music, film, television, publications & media, books, news, digital platforms, other media.

    • A10 Consumer Services / Business to Business

      Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate comms.

    • A11 Not-for-profit / Charity / Government

      Government, public information, other not-for-profit, military, charities, non-profit.

    • A12 Corporate Social Responsibility (CSR) / Corporate Image

      Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues. Corporate Image campaigns including event sponsorship to build the image/ raise the profile/ shape the perceptions of a brand.

  • B. Use of Technology

    • B01 Payment Solutions: Software & Apps

      Creative use of payment solution software & apps, mobile wallets and reward programs to effectively incentivise purchasing and/or engage consumers (including social verification & biometric data).

    • B02 Payment Solutions: Devices & Technology

      Payment enabled devices, including automation, delegated authority, hyper convenience and order buttons that increase speed, responsiveness and general user experience.

  • C. Engagement

    • C01 Personalised Campaigns

      Dynamic content campaigns based on consumer data and insight. Including content from websites, videos, emails, social and blogs. You must demonstrate how the content enriched the user’s online shopping experience by driving engagement and achieving results.

    • C02 Messaging Services / Chatbots / Voice-activation

      Campaigns that use messaging services, chatbots and customer assistance to improve the online shopping experience through real-time, personalised customer engagement.

    • C03 Retail Promotions & In-store Integration New!

      Creative use of multi-channel digital technology to enhance the in-store experience including promotions, gaming proximity activation, geofencing, app and social integration and VR experiences

    • C04 Loyalty Programmes New!

      Entries into this category must outline how they have pushed the boundaries and demonstrated outstanding loyalty marketing innovation in a campaign, initiative or programme to strengthen relationships with customers and increase sales and awareness

    • C05 Social Business & Commerce

      Campaigns that harness social platforms to engage consumers and drive business results.

  • D. User Experience

    • D01 UX, UI & Journey Design

      The interactive journey created through the transference of a brand’s visual assets to an online shopping platform based on browsing and purchase behaviour. Including user experience patterns, conventions, preferences and branding to improve the online shopping experience and to increase sales.

    • D02 eCommerce Website New!

      Entries into this category will outline how they created an exceptional eCommerce website either B2B or B2C. Entries will outline the seamless user experience, functionality & the conversion rate of the website in order to drive sales.

    • D03 Predictive Data Targeting

      Creative campaigns that use data to accurately predict and recommend products or services which are then presented through website, email, apps or other forms of messaging. Including database targeting and segmentation.

    • D04 Cross-channel Digital Technology

      Creative use of cross-channel digital technology to enhance the online experience. Including use of social platforms, websites, banners and other digital platforms.

  • E. Excellence in Creative eCommerce

    • E01 Customer Acquisition

      Campaigns that creatively utilise digital and social media platforms and networks to attract new customers, encourage customer activity and increase overall transaction value.

    • E02 Customer Retention

      Campaigns that creatively utilise digital and social media platforms and networks to maintain engagement, enhance customer relations and drive new business.

    • E03 End to End Customer Journey

      Celebrating the successful strategic planning of the entire customer journey; following the consumer from initial awareness of a product/service through to post-purchase customer service & communications.

    • E04 Business Transformation New!

      Innovative eCommerce solutions to business challenges. Entries will need to demonstrate a comprehensive change in business process or structure through technological and/or strategic transformation. The jury will reward scalable solutions that have a tangible impact on the business model, culture, customer/employee experience, driving measurable growth and transforming how the business operates.

  • F. Culture & Context

    • F01 Local Brand New!

      Campaigns for brands distributed in a single locality or market which resonated with a specific target audience.

    • F02 Challenger Brand New!

      Celebrating the success of disruptive, game-changing work for an aspiring brand that uses progressive thinking and innovative creativity to challenge the status quo.

    • F03 Single-market Campaign New!

      Campaigns that aired or ran in a single country / region / market. Entries should describe how the campaign was designed for the specific target market.

    • F04 Social Behaviour & Cultural Insight New!

      Campaigns inspired by a specific audience / community, hinging on identifiable social behaviour or cultural insights.

    • F05 Breakthrough on a Budget New!

      Strategic and creative use of modest budgets and/or resources to create maximum impact.

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The Creative eCommerce Lions President's Message

Daniel Bonner President

Global Chief Creative Officer, Wunderman

"Colossal change driven by new technology and empowered audiences is something we are all entirely familiar with. Yet creativity too is earning increasing notoriety, not just as a toybox the marketing department utilises to tell stories, but as an enabler, defining every moment that every business spends with every single customer – moments collectively known as the experience.

The one moment of focus for the Creative e-Commerce category is that of the transaction and contrary to its rather utilitarian, process heavy descriptor - this space is in fact THE most definitive, measurable, valuable and pinnacle moment in any sequence of engagement between a company and their customer.

Believe me, the most exceptional creative examples on the planet will have to be insightful, thoughtful, frictionless, intelligent, connected and disruptive – words I am confident will apply as much to the winners as they do to the jury members themselves."

The Creative eCommerce Lions Jury

Daniel Bonner Jury President

Global Chief Creative Officer

Daniel leads the creative capabilities of Wunderman worldwide, helping clients to be 'Future Ready' through the innovative application of creativity, data and technology. Prior to Wunderman, Daniel was Chief Creative Officer of Razorfish for 6 years after 14 years as CCO of innovation business, AKQA. As well as working with clients and building world class teams, Daniel has also served as judge and chairperson for the leading UK, European and global creative award initiatives in advertising, effectiveness, innovation and design and in 2019 Daniel will serve as a jury president and track ambassador at the prestigious Cannes Lions Festival of Creativity. Daniel is one of the worlds most awarded creative directors and is regularly recognised for his contribution from the industry. Among these accolades Daniel has been named the No.1 Digital Creative Director in the UK by Campaign, invited as a Fellow into the Royal Society of Arts and most recently he was named 'Influencer of the Year' by the global creative industry network, Creativepool.
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Cassandra Kelsall

Creative Director, Experience Design
Publicis Sapient


Daniel Sytsma

Chief Design Officer EMEA


Joanna Pena-Bickley

Head of Design, Internet of Things (IOT)


Jon Bird

Chief Retail & Commerce Officer


Laura Liang

Chief Strategy Officer
DDB China Group


Laurence Thomson

Chief Creative Officer, McCann UK
Co-President, McCann London


Lolly Mason

Digital Media & Martech Advisor


Preethi Mariappan

Vice President, Head of Design APAC


Renata Bokel

Head of Consumer Engagement


Past winners of the Creative eCommerce Lions

Xbox Design Lab Originals: The Fanchise Model

2018 · McCANN LONDON for Microsoft


Back in 2016, Xbox launched Design Lab, an e-commerce store for customising controllers. However, in 2017, they approached us with a problem: Design Lab’s customisable controllers are relatively expensive, retailing at 50% more than standard controllers, which was proving to be a barrier to purchase. With concerns within the gaming community around the high cost of gaming, how could Xbox take cost out of the equation, in order to increase sales of Design Lab controllers?

Love The Work

Experience Track Lions