Creative Effectiveness, the Cannes Lions’ newest category that features TBWA Worldwide chairman Jean-Marie Dru as its jury chair, has accumulated 142 entries from 33 countries. The prize goes to the creative effort that not only had the best idea and strategy, but has shown to have measurable impact on a client’s business–or in other words, affected consumer behavior and of course, sales among other criteria.

A 20-strong jury will come up with the final vote and the winner will get their moment in the French Riviera sun alongside the Titanium, Integrated and Film winners on June 25. Feel free to unleash the “USA!” chants (actually, don’t) as AdAge reports that our county accounts for 27 of the 142 submissions.  Regarding the Creative Effectiveness entries, Cannes Lions chairman Terry Savage states, “These are complex entries to submit and judging will be tough, but no doubt those worthy of a Lion will be much admired and will set the bar for future years.”