Top 10 Takeaways of the Gunn Report 2016
shots takes a look over the recently-released Gunn Report to highlight the best of advertising excellence for 2016.
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The Gunn Report, the global index of creative excellence in advertising, has just released its 2016 Report revealing how the industry fared last year, based on results received from 45 international award shows.
shots has compiled the below top 10 list to simplify the finding’s from this year’s annual report.
1. Burger King proposed a peaceful deal to McDonald’s where the two fast food companies could team up and create a burger together to raise awareness of world peace. Despite their good intentions, McDonald’s politely declined and faced public backlash for being a bad sport.
Most Awarded Campaigns Across All Gunn Report Media 2016
1 Burger King, McWhopper, Y&R New Zealand
2 Microsoft Xbox, Tomb Raider Survival Board, McCann
3 DB Export, Brewtroleum, Colenso BBDO
2. Leo Burnett’s Christmas campaign Justino captured hearts and minds, even bringing some viewers to tears with its heartfelt animation, so it’s not surprising that it scooped up so many accolades throughout 2016.
Most Awarded Commercial in the World 2016
1 Loterias y Apuestas del Estado, Justino, Leo Burnett
2 Currys PC World, Spare The Act – Laptop, AMV BBDO
3= Harvey Nichols Loyalty App, Shoplifters, adam&eveDDB
3= John Lewis Home Insurance, Tiny Dancer, adam&eveDDB
3= Volvo Trucks, Looks Who’s Driving Feat. 4-yr-old Sophie, Forsman & Bodenfors
3.Thought print was dead? The success of McCann’s endurance-testing billboard proved that to stand out in this category, you have to do something bold, experiential and incredibly visual in order for it to be a hit.
Most Awarded Print / Out of Home Ads and Campaigns in the World 2016
1 Microsoft Xbox, Tomb Raider Survival Board, McCann
2 Burger King, McWhopper’, Y&R New Zealand
3 DB Export, Brewtroleum’, Colenso BBDO
4. Y&R’s McWhopper campaign secured Most Awarded Digital Ad – which isn’t surprising considering the brand’s willingness to resolve world peace… even if that means teaming up with a competitor.
Most Awarded Digital Ads in the World 2016
1 Burger King, McWhopper’, Y&R New Zealand
2 ING, The Next Rembrandt’, J. Walter Thompson
3 Lockheed Martin, Field Trip To Mars’, McCann
5. adam&eveDDB was the Most Awarded Agency in the World in 2016. Which is perhaps not that surprising considering the agency continues to create culturally-relevant Christmas campaigns year-on-year for John Lewis and of course, other exceptionally-excellent work for leading brands.
Most Awarded Agencies in the World 2016
1 adam&eveDDB
2 Colenso BBDO
3= AlmapBBDO
3= Y&R New Zealand
6.The BBDO network won this category a second year in a row, proving that the quantity and quality of work that emerges from this agency is of an extremely high standard.
Most Awarded Networks in the World 2016
1 BBDO
2 McCann
3 Leo Burnett
7. The States leads this year as the country's award wins as a whole outweigh that of the rest and beat the UK and Australian markets to the regional accolade.
Most Awarded Countries in the World 2016
1 USA
2 UK
3 Australia
8. Samsung was the most awarded advertiser this year, fighting off last year’s winning brand, Volkswagen, which was knocked to third place.
Most Awarded Advertisers in the World 2016
1 Samsung
2 Burger King
3 Volkswagen
9. Production and execution is the key to a successful idea coming alive and reaching its full potential as a creative piece of work. O Positive Films has outdone itself in 2015 to be the go-to company for making that happen in the best possible way.
Most Awarded Production Companies in the World 2016
1 O Positive Films
2 Landia
3 Blink Productions
10. David Shane scooped up the Most Awarded Director in the World following his Curry's Christmas campaign success.
Most Awarded Directors in the World 2016
1 David Shane
2= againstallodds
2= Steve Rogers
To find out more information about the report, click here. The Gunn Report Book and Showreel of the Year 2016 DVD will be available in early-March.
