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The Big Won: these 20 ads won the most creative awards in 2018

DDB Chicago's Super Bowl campaign for Skittles was the most awarded creative of 2018

DDB Chicago's 'Exclusive the Rainbow' Super Bowl campaign for Skittles has been revealed as the most-awarded creative of 2018 in The Big Won rankings. The rankings, exclusively published by The Drum, show the most awarded campaigns and clients of the last year.

The annual study analyses data from the world's major industry competitions – including D&AD, Cannes Lions, the Clios, The Drum Awards and more – to determine the most successful companies and creatives in advertising.

The research encompasses 3,607 pieces of work from 1,721 agencies and involved 647 chief creative officers, 841 executive creative directors and 2,543 creative directors.

Below, you'll find the 20 most-awarded campaigns and the 20 most-awarded clients of 2018.

You can find out which agencies, countries, networks and individuals won the most awards in 2018.

1) Skittles 'Exclusive the Rainbow'

by DDB Chicago

2) Palau Legacy Project 'Palau Pledge'

by Host/Havas

3) KFC 'Heroes', 'Dragster', and 'Shuttle'

by Ogilvy Hong Kong

4) State Street Global Advisors 'Fearless Girl'

by McCann New York

5) Xbox Design Lab Originals 'The Fanchise Model'

by McCann London

6) National Safety Council 'Prescribed to death'

by Energy BBDO Chicago

7) Procter & Gamble 'The talk'

by BBDO New York

8) PFLAG Canada 'Destination Pride'

by FCB/Six

9) The Academic 'Live Looper'

by BBDO New York

10) ALS Association 'Project Revoice'

by BWM Dentsu Sydney

11) Carrefour 'Black Supermarket'

by Marcel

12) Nike 'Nothing beats a Londoner'

by Wieden + Kennedy London

13) Lad Bible 'Trash Isles'


14) Burger King 'Loving 'It''

by Grabarz & Partners

15) The Times 'JFK Unsilenced'

by Rothco

16) Diesel 'Go with the Fake'

by Publicis New York and Publicis Italy

17) Tide 'It's a Tide ad'

by Saatchi & Saatchi New York

18) Double A 'Obsession for smoothness'

by Six

19) Coca-Cola 'Share a Coke 1,000 Name Celebration'

by Fitzco/McCann

20) Reporters Without Borders 'The Uncensored Playlist'

by DDB Group Germany

Most-awarded clients

The table below shows the most-awarded clients in the world in 2018.

1Palau Legacy ProjectMicronesia
3Edeka GermanyGermany
4BirdlandHong Kong
5State Street Global AdvisorsUS
6Lad BibleUK
7PFLAG CanadaCanada
8Downtown RecordsUS
9The ALS Association USAUS
10Mars Chocolate North AmericaUS
11The TimesUK
12Burger King (Germany)Germany
13Lyric Opera of ChicagoUS
14Berliner VerkehrsbetriebeGermany
15Getty Images BrazilBrazil
16Reporters Without BordersGermany
17Mars PedigreeNew Zealand
18Ministry of Public HealthAfghanistan

You can view the rest of of the results of The Big Won here.