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World Creative Rankings: advertising's most awarded campaigns revealed

The Drum 02 Apr 2020 01:30
Essity, Skittles and New York Times feature among top campaigns

Libresse and Bodyform's taboo-breaking music video, 'Viva La Vulva', has been crowned the top ad campaign of the year.

The uplifting body positivity campaign from AMV BBDO takes the number one spot in the newly published World Creative Rankings, which reveal which campaigns, people, brands and agencies won the most major awards in 2019.

Formerly known as The Big Won, the World Creative Rankings benchmark the most outstanding work from the previous year by aggregating and analysing the results of 21 international award shows including the Clios, D&AD and Cannes Lions.

'Viva La Vulva' is followed in the rankings by 'The Truth Is Worth It', the powerful Droga5 films for The New York Times, and 'Broadway the Rainbow', DDB Chicago's surreal Skittles musical. The top 200 most-awarded campaigns of 2019 can be found in the World Creative Rankings report. Download a free summary now.

By AMV BBDO for Essity

The result was 'Viva La Vulva', a three-minute music video that became one of the most talked about campaigns of the year, and now – we can reveal – the most awarded.

"Everything we saw in society and culture was conspiring to make women feel bad about their genitals," said Alex Grieve, AMV BBDO's chief creative officer. "So we chose to do everything we could to make them feel good about them instead."

Droga5 New York for The New York Times

"We look for stories can we tell about our journalism," NYT chief marketing officer David Rubin told The Drum. "We reach out to the newsroom and talk to journalists to understand their stories better. The goal is to find a creative way to tell their stories in a simple format or 30 seconds or less, then we create the work."

DDB Chicago for Skittles

because, in a rejection of reach, it was only viewable by the tiny minority of the brand’s paying public who managed to gouge tickets for this pop-up branded Broadway extravaganza. That didn't stop it being garlanded with awards, however.

As our reviewer Katie Deighton wrote: "The audience laughs at the bathos, yet at this point the joke is really on every single advertiser spending Broadway-production levels of cash on Super Bowl Sunday: the cluttered nature of the commercial game means many are unlikely to measure even 'an almost imperceptible' rise in sales off the back of their $5m 30-second spot."

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EssityThe Truth Is Worth ItLibresseNYTBodyform and Libresse