Leo Australia built a personalized climate-risk tool pulling from 12 live data sets that lets homeowners prevent damage before it happens, flipping insurance from reactive to proactive and winning the single biggest honor in advertising.
Why it matters: For brands in regulated or commodity categories — fintech, infrastructure, compliance — the Titanium playbook: build the tool that solves the buyer's structural problem, and the platform becomes the campaign.
Publicis Conseil Paris changed three words in AXA France's existing relocation policy, then built the campaign proof around real-world outcomes across 20 countries — the most-awarded creative effectiveness work of 2026.
Why it matters: The most effective creative strategy often lives in a product change, not an ad brief — for brands in financial services and compliance, the most powerful brand story starts in the product team.
McCann Athens identified a structural waste problem — 200+ tons of unsellable agricultural rice — matched it to a wedding rice-tossing tradition, and built a new marketplace vertical that won Cannes' top transformation award with a 260% sales increase.
Why it matters: The Business Transformation playbook: find the structural gap your product uniquely bridges, name it, and build the creative around proof — translates directly to B2B SaaS go-to-market as finding the customer problem no one has labeled yet.