Cannes Lions 2024: McCann Poland and Mastercard’s aid to Ukrainian refugees rewarded in Creative Data – Image

Cannes Lions 2024: McCann Poland and Mastercard’s aid to Ukrainian refugees rewarded in Creative Data – Image
Cannes Lions 2024: McCann Poland and Mastercard’s aid to Ukrainian refugees rewarded in Creative Data – Image

From data comes insight, then the creative idea. 366 of them were judged this year in the Creative Data category of Cannes Lions. Among the 39 shortlisted, McCann Poland’s Room for Everyone campaign for Mastercard won the Grand Prize.

Two years after the start of the war in Ukraine, 1.5 million refugees live in Poland. Half of them work there, and also start businesses. In two years, the opening of businesses by Ukrainians has increased by 10%. But if 72% of the local population supported the refugees two years ago, only 52% continue to accept them today, many fearing competition from these workers and entrepreneurs.

To reverse the trend, McCann decided to use data, in particular Mastercard’s transactional data, to create Where to Start, a platform to better appreciate the economic impact of Ukrainians, while helping them select the best locations to open a business that will also benefit neighboring Polish businesses. After the “Where To Settle” campaign, this is the second time that Mastercard has taken up this cause and received an award for it.

Since its launch, the platform has been used by 40% of entrepreneurs wanting to launch their business. Furthermore, the positive opinion of Polish traders towards the Ukrainian community increased by 10 points to 55%. Finally, the positive opinion towards Mastercard is 55% among users of the platform, compared to 34% among others.

This category is incredible and will take up more and more space in the future, as data becomes omnipresent in the creative process of new generations. The Grand Prix, but also the 3 Golds, the 3 Silvers and the 5 Bronzes illustrate the power of data, but also its beauty when it is used in a simple and elegant way. We often like to talk about data for its complexity, but simplicity is the ultimate form of complexity. Simple data tells a story, sparks the imagination and is capable of changing our view of the world. But it is also the engine of the economy and a source of profit. This is what businesses need to change the world. And that’s what we rewarded today”, explains Rose Herceg, Country President Australia & New Zealand of WPP.

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