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Advertising the Big Won Rankings

From Manboobs by MACMA to the Survival Billboard by Microsoft UK, we take a look at 2016s most awarded ads


By Jenny Cleeton, Social Media & Video Content Creator

January 11, 2017 | 4 min read

As the Directory Big Won Rankings are revealed we take a look back at the 10 most awarded ad campaigns globally last year. From fast food chains hitting international news to social media sites sexist approach to the naked body, below are the top prize winners of 2016.

the Directory Big Won Rankings

The Directory Big Won Rankings

1.'McWhopper' ​​McDonald’s NZ​​, Y&R Auckland/David Miami, 321 points

Burger King attempted a cease fire between itself and McDonalds as part of Peace One Day with a short stop-motion animation to allow the two brands to come together to create a burger collaboration - the McWhopper.

2. 'Brewtroleum' ​​DB Breweries NZ, ​Colenso BBDO Auckland​​, 280 points

As beer consumption goes into decline, DB Export decided to take matters into their own hands to create a renewable energy from left over beer, proving that drinking beer, and careful marketing, can change the world.

3. 'Manboobs' MACMA Argentina​, David Buenos Aires​ 215 points

In the year that saw images of women's breasts, whether art or not, censored on social media, MACMA shone a spotlight on men's boobs to show how to detect breast cancer; playing on the inequality of censorship between men and women.

4. 'Van Gogh BnB' ​Art Institute of Chicago, ​Leo Burnett Chicago​​​, 158 points

In 2016, the Art Institute of Chicago and Airbnb collaborated to let people really feel what it was like to be Van Gogh for the night by renting out the room from his famous painting; “The Bedroom”.

5. 'Justino​​' Spanish Lottery​​, Leo Burnett Madrid​​​, 154 points

This tear jerking animation follows a thoughtful and lonely security guard, Justino, working nightshift in a mannequin factory who is repaid for his kindness in an unexpected way.

6. 'Survival Billboard' ​Microsoft UK​,​ McCann London, 144 points

As a number of video games launched their adverts, the team behind Tomb Raider took it upon themselves to stand out from the crowd with a real life experiential stunt that allowed Twitter users to decide the whether in which the contestants would be faced with.

7. '#Optoutside​​' REI USA​​, Venables Bell San Francisco​​, 134 points

REI took a stand against Black Friday as it paid its employees to stay at home and #OptOutside closing 123 of its stores and reminding people to get outside rather than spending time in shopping aisles, inspiring a number of other retailers to get involved.

8. 'Call Sweden​​' Swedish Tourism​, INGO Stockholm​​​, 133 points

To celebrate 250 years of free speech, Sweden published a number that anybody could call to ask any person in Sweden a question about the country. The results soon went global as people connected all over the world.

9. 'Next Rembrandt​' ING Netherlands, ​JWT Amsterdam​​​, 133 points

In a hope to blur the lines between art and technology, The Next Rembrandt was created with the help of analytics and endless date. At the end, there was a brand new piece of art created using only data.

10. 'Donate the bars'Brazil, JWT Brazil, 126 points

As online video sharing has grown, Atados decided to ask those who were sharing their portrait videos to use the black bars at the side of their videos to promote charities around the world with the help of Youtubers Shonduras, Parafernalha, Matthew Santoro and many more to ask their subscribers to “donate the bars”.

Elsewhere, BBDO has topped the tables for the Directory Big Won and we take a look at the top executive creator directors of 2016.

Advertising the Big Won Rankings

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