Renault and Publicis Conseil dominate the creative awards landscape in Europe.

The news comes via AdForum’s Business Creative Report, the definitive ranking of the world’s most awarded ads.

For the second year in a row, Michelob Ultra and FCB New York score the world’s most awarded campaign – this time with the groundbreaking “Dreamcaster”.

Now in its eighth year, the Business Creative Report is a unique annual ranking of the world’s most awarded campaigns by industry sector.

See the full report here: https://www.adforum.com/business-creative-report

The report covers 9 categories: Automotive, Entertainment & Leisure, Finance, Food & Beverages, Health & Beauty, Luxury, Retail, Technology and Transport & Tourism.

It’s a who’s who of creative excellence, determined by over 40 prestigious award shows worldwide. These include global awards like the Cannes Lions and the Epica Awards and local competitions such as Golden Drum or The Creative Circle, as well as specialist prizes like the FAB Awards and Clio Health.

Michelob Ultra and FCB New York head the ranking for the second year running, this time with their “Dreamcaster” campaign. It introduces haptic technology that allows blind or visually impaired viewers to experience the excitement and fast moves of basketball like never before.

FCB New York EVP, Chief Creative Officer Michael Aimette commented: “Ideas as inspired as this one are pretty tough to come up with, but it’s 100x harder making them actually come to life. Doing so requires an incredible team of people, all working together, starting with our awesome partners at Michelob Ultra. We’re thrilled and so thankful we get to celebrate doing something that’s never been done, again.”

In last year’s report, Michelob Ultra and FCB scored the world’s most awarded campaign with “McEnroe vs. McEnroe”, also a tech-driven feat.

Continuing the trend of recent years, TV spots and print ads are heading down the list, in favour of innovations and experiences.

EUROPE FOCUS

Renault and Publicis Conseil in France dominated the Automobile category, notably with their “Cars To Work” initiative, which was the most awarded ad in its industry. In “mobility deserts” people often need a car to find work. So Renault and Dacia enabled them to drive cars for free until they landed a job.

“Reaching number 1 in the Adforum ranking is a great recognition of our work. Of course, the goal of our work is not to win awards, but it is a ‘consequence’ that we accept with great pride and pleasure. This is even more significant because it is a global ranking, showing that we have successfully elevated the Renault brand far beyond France. Plus, this comes at a time when our cars are also being praised and celebrated: in fact, with the R5 following the Scenic, we have just won the Car of the Year award for the second consecutive year, something that a French brand has never achieved before.” Arnaud Belloni, Global CMO of Renault.

Mastercard and McCann Poland continued to lead the Finance category, with their ongoing mission to help Ukrainian refugees. The data-driven projects “Where To Settle” and “Room For Everyone” scored first and second positions in the sector.

“This is a true reflection of the strength of our marketing and communications team. I’m incredibly proud of how we continue to innovate with a consumer-first mindset, always staying at the bleeding edge of culture. Our creative process thrives on pushing boundaries, taking risks and embracing human connection to keep our brand relevant and future-proof.” Raja Rajamannar, chief marketing and communications officer, Mastercard.

Xbox Game Pass and McCann London attracted multiple prizes in two categories – Tech and Entertainment & Leisure, with their “Everyday Tactician” campaign. It allowed a gamer who was skilled at a football management game to get a job as a soccer tactician with a real life team.

Please check the full report to see the ranking of the most creative brands and agencies.

Source: AdForum Business Creative Report

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