The Direct Lions celebrate targeted and response-driven creativity.
Entries will need to demonstrate how insights and/or data were used as part of the strategy to engage specific target audience groups and develop customer relationships, inspiring action and producing measurable results. A number of criteria will be considered during judging and weighted as follows:
- 30% idea
- 20% strategy
- 20% execution
- 30% impact and results
Past winners of the Direct Lions
2018 · Host/Havas for Palau Legacy Project
Grand Prix DIRECT > DIRECT: SECTORS > TRAVEL
Palau, a Pacific island-nation, has seen a massive growth in tourist numbers in the past three years.The Palau Legacy Project, a tourism marketing body that works alongside the government, recognised that without action, it would be too late to protect some of the most unique parts of the country, such as the UNESCO World Heritage listed Rock Islands. The challenge was to find a balance between encouraging tourism without compromising the environment.However, the costs of environmentally wasteful, destructive behaviour are difficult to feel on an individual level. Those costs aren't the result of any one person’s careless actions but of aggregate actions, not felt until months/ years afterwards.This makes it difficult for people to understand the value of making an effort towards conservation.The objective: partner with government, the Palau population and the tourist industry to model and promote sustainable attitudes and behaviour among tourists and locals.