The most awarded advertising campaign in the world in 2022 was a print campaign, “Better With Pepsi” by Miami-based agency Alma, the report found.
Now in its sixth year, AdForum’s Business Creative Report is a unique ranking of the world’s most awarded campaigns by industry sector. This year’s report was launched in partnership with Kantar.
See the full report here: https://www.adforum.com/business-creative-report/2022
The report covers 9 categories: Automotive, Entertainment & Leisure, Finance, Food & Beverages, Health & Beauty, Luxury, Retail, Technology and Transport & Tourism.
Rigorously compiled from the results of the leading awards shows around the world, it allows advertisers and agencies to measure their creative impact against their peers in the same industry.
This year’s report is based on the results of more than 40 awards shows, both local and global. It also includes a number of new local and specialist prizes, including Best !n (Spain), CCB (Belgium), the Webby awards (to be precise, its Advertising, Media & PR category) and Clio Entertainment.
One of the report’s major findings was that – in this digital era – the world’s most awarded campaign overall last year was a print campaign: “Better With Pepsi” by Alma. Although social media helped spread its fame, it owed its visual flair to the skills of an origami artist.
Alvar Suñol, co-president and chief creative officer at Alma, commented: “Our journey with ‘Better With Pepsi’ has garnered a phenomenal reception and we’re truly honored by this recognition of its impact…I hope it’s especially seen as an example of the beauty that lives in print, and how advertising in its simplest forms are still unforgettable mediums for storytelling. As an idea led by an insightful cultural tension, detail and genuine craft, ‘Better With Pepsi’ is a true reminder of why many of us, including myself, fell in love with advertising in the first place.”
In Europe there’s an oddity in the Automotive category as the most-awarded campaign, “Pudding” for Mercedes Benz, was created by a film school – the celebrated Filmakademie Baden-Württemberg. Also notable in this category is Jung von Matt’s print campaign for Hyundai, “The Bigger Crash”. The Health and Beauty category is very clearly dominated by Dove and Ogilvy, continuing their successful partnership. Reversing recent trends, in Entertainment & Leisure campaigns for traditional media were considered more creative than those for video games, with the number one slot going to Channel 4 and “Super. Human.”, the Tokyo 2020 Paralympic Games trailer.
Elsewhere, a wide spread of brands won the praise of awards juries last year, suggesting that creativity is thriving across a broad range of industries.
The AdForum Business Creative Report is based on the results of the many awards shows they monitor, including Cannes Lions, the Epica Awards, D&AD, the Clios, the One Show, the LIA, Eurobest, Adfest New York Festivals, The FAB Awards, Andy Awards – amongst others.
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