The Year's Biggest Winners in Creative Campaigns
In 2012, the top five campaign honorees are a telling snapshot of where you can find the best creativity today -- everywhere.
At No. 1 is Chipotle's "Back to the Start," created by CAA Marketing. The two-minute-plus spot serves as an entry point to a bold brand idea of sustainability. At No. 2 is the hilarious "Bear" spot for French broadcaster Canal+, via BETC, Paris. In third place is "Small Business Saturday ," Amex's innovative idea to create a holiday that supports small business, created by CP&B and Digitas. Meanwhile, 72andSunny's expletive-filled branded-content treat starring Kenny Powers as an "MFCEO" for K-Swiss bows in fourth. Rounding out the top five most-awarded creative work of 2012? An annual report, of all things: Serviceplan Munich's dazzling yearly review for solar-power company Austria Solar that can be read only when exposed to the sun's rays.
Not one of the overall most-awarded campaigns was created by 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 No. 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 follows at second.
And, in an industry of scarce female leadership, take note that the year's most-awarded creative director is a woman -- W&K's Susan Hoffman. It's her third appearance at No. 1, but the first time she's landed in the top spot without her fellow exec creative director, Mark Fitzloff, who makes a showing at No. 2.
The three advertisers who topped the list last year, P&G, Nike and Google, remain the most-awarded advertisers after playing a bit of musical chairs. Last year's No. 1 winner, P&G, is this year's No. 3, while Google jumps to the No. 2 position. Nike moves from No. 2 to earn the title of most-awarded advertiser.
BBDO remains the most-awarded network for the fifth consecutive year, while Omnicom was 2012's most-awarded agency company. On the production side, Johnny Kelly of Nexus was the most-awarded director, buoyed by "Back to the Start," while MJZ earned its sixth honor as most-awarded production company.
Creativity subscribers can get full access to the listings of Top 10 overall and individual category campaigns, agencies, networks, agency companies, marketers, creatives, directors and production companies in the Creativity 2012 Awards Report. Not a subscriber? Sign up here.