Among the most awarded countries at the first place is USA, second UK and third — Australia. In fourth place is Brazil, which lost one position, and the fifth is still France. Top advertisers — Volkswagen (first place), who is the leader of the list 12 times, Samsung (second place), rising from 17 lines, and Nike (third place), last year held the 10 line.
Among the agencies BBDO, double-leading — the American office is on the first place, and on the third Brazilian. The second line is Adam & Eve/DDB, the fourth — Wieden+Kennedy, while fifth — Leo Burnett. In the top advertising networks BBDO becomes the leader for the tenth time.
Leo Burnett moved from third to second position, reversed with DDB. Ogilvy &Matter, like last year, holds the fourth place. Fifth place is occupied by McCann, rising from ninth line.
The leader of the list is the Always campaign “Like a girl” (Leo Burnett Toronto), with which the brand aims to break down stereotypes that women are weaker and dumber than men. Later Always continued to develop this strategy with the campaign Unstopabble. In second place — Christmas advertising Department store chain John Lewis, developed by Adam & Eve/DDB. The company released a video story about a girl who through the telescope sees a lone man on the moon.
She tries to send him a message, but she manages to do it only with masses of balloons. The old man flies the device, also allowing you to see through long distances — in the end they both can see each other. Third place went to the ZDK organization Center for Democratic Culture for the campaign, which forced the Nazis to oppose themselves. On November 15th, neo-Nazis traditionally gone Hiking a marathon through the city Wunsiedel.
Representatives of ZDK hung on the streets charity posters, and for each passed meter participants transferred 10 Euro to the Fund to support people who fled Nazi organization. The campaign engaged German Agency GGH Lowe and Grabarz & Partner. On the fourth line project Honda called The Other Side, developed by Wieden+Kennedy.
She took first place in the category “digital advertising”. In this clip simultaneously tells two stories — about the Museum Heist and the father who goes to school with their children. The user can switch from one story to another, press R. The campaign was available on a special website of Honda. Teaser.
On the fifth line was the insurance company Geico, which decided to beat the floor safe in his video and created advertisements, “which you shouldnt miss”, because its main essence is laid in five seconds. Thats how much time the YouTube user needs to view promotional materials, after which they can skip and run the main content. After five seconds the main characters freeze, and the frame start to be “unpredictable” situation.
In addition to the rating for all mediaplatform, Gunn Report includes lists of the most awarded campaigns in digital, outdoor and classic TV commercials.