VML scores Creative Commerce Grand Prix with ‘Lucky Fan Index’
Many football fans feel that they’re lucky or unlucky, but the followers of Polish team Wisła
Kraków can quantify it through their club’s innovative ‘Lucky Fan Index’.
The work was created by VML, Warsaw, as the club fought to regain its place in the country’s top league, it has now won the 2026 Cannes Lions Grand Prix for Creative Commerce.
The index cross-references every fan’s attendance at Wisla Kraków’s matches with the team’s results — but also individual moments and metrics that are positive or negative for the team, including goals, red cards, possession stats, among others.
It then gives each fan a score out of 100. The luckiest fans can earn VIP-box upgrades, but even the unluckiest ones get discounts at the club’s fan shop, so they can buy luckier merchandise.
“This is a fantastic example of what creative commerce is all about. The best creative commerce doesn’t just deliver value, it completely reimagines what value can mean between a brand and a person,” said Jury President Phil Camarota,chief creative officer at Flywheel.
The campaign played a crucial role in boosting game attendances by 42%, even though Wisła Kraków had been relegated from the top division.
“The club turned to creativity and figured out a way to not just make the ticket or the experience more valuable, but they actually made the fans feel valued. It was such a different way to approach the problem that we hadn’t seen before,” Camarota said.
“They used creativity and technology to engage their audience in a really innovative way, and it inspired purchases and loyalty in ways we’d never seen.”
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Congratulations on VML’s win! The ‘Lucky Fan Index’ is a brilliant example of how creativity can enhance customer engagement. It reminds me of my time with the egg car campaign—both emphasize fun in marketing while connecting with audiences on a personal level.
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