A Burger King commercial has been named as the most awarded campaign in the world in the latest edition of The Gunn Report, a global round-up of the industry’s creative performance.
According to report, the most awarded campaign over the past 12 months has been Burger King’s ‘McWhopper’ ad made by Y&R New Zealand (view the full case study here).
Microsoft Xbox’s ‘Tomb Raider Survival Board’, by McCann London, is ranked second, followed by DB Export’s ‘Brewtrowleum’, by Auckland-based Colenso BBDO.
UK ad agency adam&eveDDB London has been named the most awarded agency, followed by Colenso BBDO in second, with Sao Paulo’s AlmapBBDO and Y&R New Zealand in joint third spot.
The US is the most-awarded country, followed by the UK and Australia. Brazil and Argentina are placed fourth and fifth respectively.
Emma Wilkie, managing director of The Gunn Report, said: “The purpose of The Gunn Report is to give an objective overview of the best creative ideas, and who is behind them, based on the results of the most important creative awards from around the world.
“Overall, we’ve seen some wonderfully creative ideas shining through in 2016 with brand purpose a strong theme. Whilst previous winners still exhibit their greatness, new stars are rising up the ranks.”
The Gunn Report 2016’s guest editor Kate Stanners, chairwoman and global chief creative officer of Saatchi & Saatchi, added: “This is what great work looks like. It never ceases to amaze me how hard it is to make any one of the ideas in this Report. Ideas are fragile; they can collapse at any point. Sometimes an idea is pure and simple, you can feel the power of it from its inception; others have been shaped and crafted into great.
“It takes passion, tenacity, it takes a team and a great client. None of it is easy, but greatness comes in not giving up.”