Scalability was a common feature among many of this year’s highest-ranking winners. Juries admired work that both problem-solved, then went further by making the solution open source, so that it could be adopted at scale. As the Sustainable Development Goals Lions Juror, Johan Pihl, Chief Creative Officer / CINO, Doconomy, advised: “Make sure your brand is not just reaching for the SDG goals, but integrating them within your ecosystem; not only as a project, but as part of your business model.” This was clear in sustainability-led initiatives such as @Unilever’s ‘Smart Fill’, where the FMCG giant had eschewed traditional branding to help minimise plastic waste in India. Its simplicity and scalability will help reduce India’s plastic pollution by 50% before 2025, predicts the agency behind it, @VMLYR Commerce India in Mumbai. Here we can see that brave creative ideas can challenge conventions and governments, leading to changes in the law. Think about the issues facing your audience and how a scalable, disruptive solution could improve their quality of life. For more actionable insights and data you can apply to the brands you work on, check out the #LIONSCreativityReport: https://loom.ly/JvV9YXQ