LONDON – Purpose, technology and emotion are three main recurring themes of the world’s best creative campaigns finds Gunn Report, the global index of creative, effective and media excellence in advertising.
Following an analysis of the recently published Gunn 100, a ranking of award-winning campaigns based on their creative excellence in more than 40 of the world’s top advertising shows, three global creative directors – Susan Credle, Tham Khai Meng and Mark Tutsell – take a closer look at each of the themes to provide learnings from creative successes.
- A year of ‘purpose’: Purpose does not have to mean saving the world
“But purpose-driven work doesn’t have to solve a world problem to be declared ‘purpose-driven’. The work needs simply to be meaningful in people’s lives.”
Susan’s stand-out campaigns for ‘purpose’ are: Meet Graham, Fearless Girl and Child Replacement Programme.
- Creativity meets tech: Tech connects most when it makes human dreams come true
“It all comes down to great ideas. Those wonderful, elusive pieces of magic called ideas lie at the heart of all great advertising. In the digital age it still holds true. Special effects will never compensate for the lack of an idea, but when combined with a great idea the result can be breath-taking.”
- Emotion drives film-led work: The rise of multi-sensory ideas
“Emotion is at the heart of storytelling, and there’s still no better storytelling method than film. With the proliferation of screens of all sizes filling our lives, it’s never been a better time to be working in this inspiring medium.”
Mark’s stand-out campaigns for emotion drives film-led work are: We’re The Superhumans, Evan, Buster The Boxer and Ostrich.
- A shift from mass to precise media: Tailored creative is on the rise – but the role of creativity remains the same
“We’re talking about millions, tens of millions, hundreds of millions of people that we’ll be addressing this way. And that requires a fundamentally different approach to planning and creating work. It’s all in the plan and all in the execution.”
In addition to the opinion pieces by industry leaders on the main themes, The Gunn 100 Lessons also includes insights into the top five ranking campaigns, commentaries on the results of the top campaigns, agencies, networks, holding companies, advertisers, brands and countries.
The report in full together with the entire Gunn 100 rankings is available by subscription on www.warc.com/gunnreport.
A summary of The Gunn 100 Lessons report is available here.