GLOBAL – Gunn Report, the global index of creative excellence in advertising, today released the results of the newly launched Gunn 100, a ranking of the top 100 creatively awarded advertising ideas of 2017- regardless of their communication discipline – and the companies behind them.
The rankings, which include the top creative agencies, agency networks, holding companies, brands, advertisers and countries, are compiled by analysing the results of more than 40 of the world’s most important international, regional and national creative awards shows.
Ranked the most creative campaign in the world is ‘Meet Graham’, created by Clemenger BBDO Melbourne for Australia’s Transport Accident Commission, depicting what a human would have to look like to withstand a low speed crash.
In second place is McCann New York’s ‘Fearless Girl’. In honour of International Women’s Day, asset management firm State Street Global Advisors installed a bronze statue of a defiant girl staring down the iconic Wall Street’s ‘Charging Bull’ sculpture, which sparked a conversation on women’s equality issues in the US.
Ranked third is Pedigree’s humorous ‘Child Replacement Programme’ campaign in New Zealand, created by Colenso BBDO Auckland, which encourages parents to adopt a dog once their children have left home.
Three themes have emerged from the world’s most creative campaigns:
- A year of ‘purpose’: purpose-driven marketing continues to dominate with brands (as opposed to charities or not-for-profit) using social or environmental causes in brand-building activity.
- Creativity meets tech: A number of high-ranking campaigns found innovative ways to use emerging technology.
- Emotion drives film-led work: A combination of emotional engagement and high production values was a recurring theme in film-led campaigns.
Rank | Campaign title | Brand | Agency | Points |
1 | Meet Graham | Transport Accident Commission | Clemenger BBDO Melbourne | 684 |
2 | Fearless Girl | State Street Global Advisors | McCann New York | 395.6 |
3 | Child Replacement Programme | Pedigree | Colenso BBDO Auckland | 302.3 |
4 | Evan | Sandy Hook Promise | BBDO New York | 300.7 |
5 | Endless Possibilities | Getty Images | AlmapBBDO Sao Paulo | 294.4 |
6 | The Field Trip to Mars | Lockheed Martin | McCann New York | 286.9 |
7 | We’re The Superhumans | Channel 4 Paralympics | 4Creative London | 262.9 |
8 | Landcruiser Emergency Network | Toyota | Saatchi & Saatchi Sydney | 256.3 |
9 | Nike Unlimited Stadium | Nike | BBH Singapore | 254.1 |
10 | Like My Addiction | Addict’Aide | BETC Paris | 247.9 |
Rank | Agency | Location | Points |
1 | AlmapBBDO | São Paulo, Brazil | 786.4 |
2 | BBDO | New York, USA | 688.3 |
3 | Dentsu | Tokyo, Japan | 651.1 |
4 | adam&eveDDB | London, UK | 615.8 |
5 | McCann | New York, USA | 605.9 |
6 | Wieden+Kennedy | Portland, USA | 603.5 |
7 | Clemenger BBDO | Melbourne, Australia | 603.1 |
8 | BETC | Paris, France | 493.3 |
9 | DAVID | Miami, USA | 488.6 |
10 | Colenso BBDO | Auckland, New Zealand | 382.3 |
Rank | Network | Points |
1 | BBDO Worldwide | 4256.4 |
2 | McCann Worldgroup | 2940.8 |
3 | Ogilvy & Mather | 2928.5 |
4 | DDB Worldwide | 2344.6 |
5 | Leo Burnett | 1593 |
6 | TBWA Worldwide | 1540.5 |
7 | J. Walter Thompson | 1401.6 |
8 | Y&R | 1396.7 |
9 | Saatchi & Saatchi | 901.9 |
10 | Wieden+Kennedy | 864 |
Rank | Holding company | Points |
1 | Omnicom Group | 8891.5 |
2 | WPP | 7062.6 |
3 | Interpublic Group | 4511 |
4 | Publicis Groupe | 4114.4 |
5 | Dentsu | 1056.8 |
6 | Havas Group | 863.3 |
7 | Hakuhodo DY Group | 785.9 |
8 | MDC Partners | 551.8 |
9 | BlueFocus Communication Group | 331.1 |
10 | Accenture | 79.6 |
Rank | Brand | Sector | Points |
1 | Nike | Clothing & Accessories | 820.5 |
2 | Volkswagen | Automotive | 650.3 |
3 | IKEA | Retail | 639.1 |
4 | Getty Images | Business & Industrial | 503.9 |
5 | McDonald’s | Retail | 469.7 |
6 | Audi | Automotive | 429.2 |
7 | Burger King | Retail | 422.8 |
8 | Snickers | Food | 417.1 |
9 | Adidas | Clothing & Accessories | 398.9 |
10 | Netflix | Media & Publishing | 383.6 |
Rank | Advertiser | Location | Points |
1 | Volkswagen Group | Germany | 1097.3 |
2 | Mars | USA | 1023.4 |
3 | Nike | USA | 835 |
4 | Procter & Gamble | Germany | 759.3 |
5 | IKEA | Sweden | 743.6 |
6 | Samsung | South Korea | 606.3 |
7 | Heineken | Netherlands | 515 |
8 | The Carlyle Group | USA | 508.5 |
9 | Alphabet | USA | 489.5 |
10 | Restaurant Brands International | USA | 483.7 |
Rank | Country | Points |
1 | USA | 8657.2 |
2 | UK | 3259.9 |
3 | Australia | 2710.7 |
4 | Germany | 2089.3 |
5 | France | 1978.6 |
6 | Brazil | 1637.0 |
7 | Japan | 1632.4 |
8 | Argentina | 1152.3 |
9 | Thailand | 1045.7 |
10 | Canada | 1033.3 |