As part of the World Federation of Advertisers (WFA) partnership with The Drum to find the next Global Marketer of the Year, we asked the judging panel to choose which piece of work they have admired most in the past two years.
Judges commended ads that encouraged sustainability, supported diversity and those daring to risk their reputation to make a point.
See their selection below.
Jori Bindels, vice president corporate communications, marketing and brand, Emirates
I was blown away by the Kaepernick Nike campaign. They went back to their brand essence. Nike took a bold decision and is getting noticed.
Atul Agrawal, senior vice president corporate brand and marketing, Tata
The ‘Dirt is Good’ campaign from Unilever localised in different countries
Julie Chan, global consumer engagement lead, Pfizer
The recent Palau Pledge (tourism) encourages sustainability – something everyone is concerned now. It draws on that insight and is told from a child’s point-of-view in such a simple way, with a call-to-action.
Lucinda Peniston-Baines, owner and managing partner, The Observatory
It may not be fashionable to choose a traditional TV spot, but I was impressed by Samsung’s global Ostrich ad from Leo Burnett Chicago to support its 'Do What You Can’t' brand strategy.
It delivered precisely on its strategy by showing how its VR helps a flightless bird fly. But it was delivered via a simple, globally recognisable truth, resolved with humour (and great craft) in an emotionally compelling spot. We don’t see that enough.
Jillian Gibbs, founder and global chief executive officer, APR
There is so much great work out there, but I’d mention the 'Thank you, Mom' campaign from P&G around the Olympics. It was not only emotionally attention-getting but also culturally relevant about overcoming bias, persevering through adversity and celebrating diversity.
The Drum has partnered with the WFA to find the next Global Marketer of the Year. For more information on the award and to submit a nomination before the 30 September deadline visit the WFA website here.