Agency A-List 2016

Creativity Innovators: Adam&Eve DDB

David Beckham, Cartoon Robbers and the Man in the Moon

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After a stellar 2014, Adam&Eve/DDB served up another creatively impressive year in 2015.

Last January the London agency, best known for its John Lewis holiday work, promoted Richard Brim, the creative director behind four previous John Lewis campaigns, to executive creative director alongside Ben Tollett. The pair oversaw one strong campaign after another. This year's John Lewis effort centered on a moving TV spot, Man on the Moon, made extra poignant with a link-up to charity Age U.K. It told the story of a thoughtful little girl sending a gift to a lonely old man after noticing him all alone on the moon.

Earlier in the year, another great John Lewis spot, promoting its insurance scheme, featured a cute, and clumsy, little girl practising ballet around her home to the soundtrack of Elton John's "Tiny Dancer."

Work for Harvey Nichols was superb as ever. The agency turned throwaway CCTV from the store showing shoplifters into a remarkable campaign promoting a rewards app, with the line "Love Freebies? Get them legally." By super-imposing the heads of classic cartoon thieves onto the footage, it added an extra comic dimension to the film, as well as disguising the real-life criminals.

For H&M's David Beckham-branded Modern Essentials collection, it created a hilarious "documentary" portraying comedian Kevin Hart's attempt to '"become" Beckham for an upcoming biopic – horrifically mangling the football star's accent in the process.

When it comes to Christmas spots, Adam&Eve is the U.K. powerhouse. This year's selection included Mars Temptations' Say Sorry for the Holidays, which portrayed pet owners' attempts to decorate their cats in festive gear, and a hilarious film for Mulberry that recreated the Nativity, with a handbag in place of the baby Jesus.