Who's The Winningest of them All?

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In 2012, the top five campaign honorees are a telling snapshot of where you can find the best creativity today--everywhere.

At number one is Chipotle's "Back to the Start," created out of CAA Marketing, which stands on its own as a moving film, but is also an entry point to a bigger, brave brand idea of sustainability. The film featured Willie Nelson's cover of Coldplay's "The Scientist" and aired during the Grammys, following a live performance from its original band. It arguably garnered more buzz than the show itself and sales of the Nelson track benefited the Chipotle Cultivate Foundation, which the brand founded to support sustainable farming.

A more "traditional," yet no less spectacular effort follows at number two, the hilarious "Bear" spot for French broadcaster Canal+, via BETC Paris, showing that a powerful, well-crafted film with a standout story and idea can still win judges' hearts, while in third place is "Small Business Saturday," Amex's innovative push to support small businesses--a holiday in their honor, created out of Crispin Porter + Bogusky and Digitas. 72andSunny's expletive-filled branded content treat starring Kenny Powers as an MFCEO, for K-Swiss came in fourth. An annual report, of all things, took fifth place. Serviceplan Munich's impressive yearly review for solar power company Austria Solar spoke for itself--it could be read only when exposed to the sun's rays.

It so happens that not one of the overall most awarded campaigns was created out of our 2012 Most Awarded Agency, Wieden + Kennedy, Portland, which earns the title for the third year in a row. In 2011 the agency rose to #1 off some heavy Old Spice fumes, but this year's win shows a more balanced assortment of bling for P&G and Old Spice, along with Nike, Chrysler, Coca-Cola and Levi's. CAA Marketing followed at second, boosted by Chipotle's numerous top honors along the awards circuit, including double Grand Prix at Cannes in both Film and Branded Entertainment.

Susan Hoffman
Susan Hoffman Credit: Kyle Pero

And, in an industry where female leadership is scarce, take note of this year's Most Awarded Creative Director. Wieden + Kennedy, Portland ECD Susan Hoffman in 2012 stands alone on top for the first year. It's actually her third appearance at number one, after she received back to back #1 honors in '10 and '11 alongside fellow ECD Mark Fitzloff, who makes a not-too-shabby showing at number two in 2012.

The three advertisers who topped the list last year, P&G, Nike and Google, returned to the highest slots of Most Awarded Advertisers, after playing a bit of musical chairs. Last year's #1 winner P&G took third place, while Google, after just its second year in consumer advertising, jumped to the number two position. Nike moved up from #2 to earn the 2012 title of most awarded advertiser, reclaiming the spot it previously held in 2009.

BBDO hasn't budged from number one, remaining Most Awarded Network for the fifth year in a row, while Omnicom was 2012's most awarded agency company. On the production side, Johnny Kelly of Nexus was the most awarded director, buoyed by his efforts on Chipotle's "Back to the Start," while MJZ earned its sixth honor as Most Awarded Production Company.

For the full list of top ten campaign, people and company winners, subscribers can check out the 2012 Creativity Awards report.

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