Tomorrow night (Tuesday 21 August) sees the Marketing Society Scotland announce its Top Ten Best Ideas in the World at the Amplify event in Edinburgh.
Judged by industry professionals around the globe at events in Glasgow, Madrid, Porto and Berlin, the Pioneering Spirit Star Award aims to find the best advertisements from around the world.
Last week, The Drum, asked readers to vote on the shortlisted top 20 ideas to find The Drum’s Top Ten Best Ideas in the world. Today sees the reveal of our Top Ten as picked by you.
1. Canada
Coming in at number one was Canada’s entry from BBDO/Proximity, Mars Canada’s “Find Red” from the Canadian Marketing Association Awards took 19.75 per cent of Drum readers votes.
2. Mexico
A close second with 16.6 per cent of votes was Mexico’s entry Sol Beer’s “Pidele Une Tiempo”/Ask Her for Time Off from the EFFIE Awards.
3=. Germany
Joint third on the poll, was Germany’s World Cup campaign from Sealife Germany. In 2010, Paul the Octopus became a worldwide hit with his World Cup predictions. The campaign managed by Dederichs Reinecke & Partners from the Deutscher PR Preis took 12.5 per cent of the votes.
3=. Argentina
Joint third with Germany, was McCann Erickson’s Argentinian Coca Cola Zero “Cambiazo”/ “The Big Switch” campaign which saw orders for Coca Cola switched with Coke Zero to see if anyone could tell the difference. From the Festival Iberoamericano De La Publicidad, Argentina's entry also gained a 12.5 per cent vote share.
5. Russia
In the fifth place spot from the Red Apple Moscow International Advertising and Marketing Festival was Russia's “Sorry, we are not your Mother” advert by Leo Burnett for the Ukrainian Art Director’s Club Annual Award's. Receiveing a 10.3 per cent share of the vote.
6. Switzerland
Switzerland's LEGO advertisements took sixth place with 9.3 per cent of votes. From The Montreux International Advertising and Multimedia Festival, LEGO's “Builder's of Tomorrow” campaign by Serviceplan were set in the 60s, 70s and 80s and showed children inventing the ideas which shape today's world with LEGO. For example constructing wind turbines in the 1980s, and mobile phones in the 1960s.
7=. France
Seventh place on the poll was a three way tie with each taking 6.25 per cent of votes cast, the first of which was Tesco's “Subway Virtual Store” by Cheil Worldwide from France. A winner at the 2011 Cannes Lions Festival of Creativity, the campaign allowed users to shop from their smartphones straight from billboards at bus stops and undergrounds. In recent weeks, Tesco have launched a virtual store similar to this at London's Gatwick Airport.
7=. Brazil
Another seventh place winner was Brazil's advert for Nissan by Lew Lara/TBWA called “Damned Ponies”. The advert from the Marketing Best Awards also received a 6.25 per cent vote share.
7=. USA
USA's New York Festivals International Advertising awards entry was also awarded 6.25 per cent of Drum readers votes. The Nike “Write the Future” campaign by Wieden and Kennedy used social media to create a buzz around its 2010 TV camapaign which launched during the Champions League final.
10. Australia
Finally in tenth place with a 0.3 per cent vote share was Australia's Tontine “Dated Pillows” advert by Happy Soilders. From the Australian Creative Hotshop Awards the campaign adressed the trend for consumers to avoid replacing pillows despite the health reprocussions.
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