First published in 2003 and edited by Patrick Collister, the Directory Big Won rankings are a directory that compiles campaigns worldwide to determine which agencies, campaigns, brands, networks, and individuals were the most awarded in a year. For 2016, it was a campaign by Asian agency Saatchi & Saatchi Singapore for the Thai Health Promotion Foundation that emerged as the most awarded print campaign.
‘Portraits,’ which graphically presents collages of images of people ravaged by smoking cigarettes, has won 45 awards worldwide, including a Gold Lion for Public Service and a Gold Lion for Art Direction (both for Outdoor) at last year’s Cannes Lions International Festival of Creativity. The campaign also won a Silver Lion in Photography and a Bronze Lion in Print and Publishing.
Saatchi & Saatchi Singapore ECD Dominic Stallard is one of the people behind this powerful print campaign. Click here to read a previous story on this campaign’s wins at Cannes.
To come up with this year’s Directory Big Won rankings, details were compiled from 3,853 separate pieces of work by 1,673 agencies, created by 2,543 art directors, 2,423 creative directors, 1,989 copywriters, 1,014 designers, 950 executive creative directors, 537 planners, 453 chief creative officers, 339 creatives, and 297 planning directors, which were all marshalled by 1,225 account directors.
‘Portraits’ narrowly edged out ‘Paradise Hill’ by FCB New Zealand for It’s Not OK NZ and ‘Classics campaign’ by BBDO Dusseldorf for Wrigley’s Spearmint to emerge as the most awarded print campaign of 2016.
The Directory Rankings are an annual survey of the best agencies and the best campaigns of the year as measured by the quantity and quality of awards won. The winners from at least 40 awards shows around the world are entered into a database. Points are allocated according to the nature of the award won with more points for Gold than for Silver or Bronze.
In addition, more points are allocated to winners of global awards shows such as Cannes Lions than winners of local shows. On average, around 12,000 awards are registered in the database each year.
Rankings are produced by media channel – Design, Direct, Digital, Film, Outdoor, Print, PR, Radio etc – as well as by country.
The complete Directory Big Won rankings can be viewed here.
