The World Creative Rankings is our annual study of the brands, agencies and people behind the world’s very best creative work. In this instalment, we reveal the most creative ad campaigns in the world last year.
After a week of highlighting the industry's best creators, it's now time to turn our attention to their creations. These are the campaigns which, over the last year, won the most awards in the industry's major shows.
If you’d like to get your hands on the complete World Creative Rankings, pre-order our PDF report now.
Otherwise, scroll down and take in the most awarded work in the world.
1) ‘The Tampon Book’ for The Female Company by Scholz & Friends Berlin
Scholz & Friends’ campaign for The Female Company successfully raised awareness of the cost of sanitary products.
2) ‘Moldy Whopper’ for Burger King by David Miami, Inga and Publicis Bucharest
David, Ingo and Publicis Bucharest’s collab for Burger King raised eyebrows across the globe when it debuted. See it here on Creative Works.
3) ‘A Sweet Escape’ for Chupa Chups by Cheil Hong Kong
Cheil’s sweet print work for Chupa Chups scored with judges worldwide. View it here on Creative Works.
4) ‘The EVA Initiative’ for Volvo Cars by Forsman & Bodenfors Gothenburg
This global campaign set out to improve gender equality and vehicle safety at the same time. Read about it on Creative Works.
5) ‘Eva Stories’ for K Galleries by Leo Burnett Israel
This campaign by Leo Burnett sought to bring home the horrors of the Holocaust to younger generations with Instagram.
6) ‘Swipe Night’ for Tinder by 72andSunny Los Angeles
Tinder doubled down on the success of its Swipe Night campaign by renewing it for a year.
7) ‘The Small Escape’ for BMW by Jung von Matt Hamburg
BMW celebrated the fall of the Berlin Wall with this film by Jung von Matt.
8=) ‘Crocodile Inside’ for Lacoste by BETC Paris
Lacoste and BETC Paris used the story of a romantic break-up to flog its clobber. Read about it on Creative Works.
8=) ‘The most Challenging Pingpong Table’ for Japan Para Table Tennis Association by TBWA\Hakuhodo
This campaign by TBWA helped raise awareness of accessibility issues in table tennis.
10) ‘Bounce’ for Apple Airpods by TBWA\Media Arts Lab LA
TBWA’s typically musical work for Apple caught plenty of attention.
11) ‘Go Back to Africa’ for Black & Abroad by FCB/Six
This campaign rehashed the derogatory ‘Go Back to Africa’ phrase to instead encourage Black clients to travel more, especially to the African continent. Read about it on Creative Works.
12=) ‘Designing Tokyo’ for Mori Building Company by Dentsu Tokyo
This spot for a building developer by Dentsu Tokyo brings the architectural history of Tokyo to life.
12=) ‘The Gun Violence History Book’ for Illinois Council Against Handgun Violence by FCB Chicago
To change hearts and minds around the issue of gun safety, FCB Chicago brought together facts, data and individual stories of gun violence in a book that could literally stop a bullet.
14) ‘Back to School Essentials’ for Sandy Hook Promise by BBDO New York
This hard-hitting spot from BBDO New York aims to reach parents with a gut-wrenching take on the ’back to school’ shopping theme.
15) ‘JFK Moonshot’ for The JFK Presidential Library & Museum by Digitas Boston
Digitas Boston’s piece for the JFK Presidential Library promotes an AR app it created that celebrated the 50th anniversary of the moon landings and the vindication of Kennedy’s famous speech.
16=) ‘Project Understood’ for Canadian Down Syndrome Society (CDSS) by FCB Toronto
This campaign from FCB Toronto sought to train voice assistant devices to understand people with Down’s syndrome better.
16=) ‘Made in Fukushima’ for Meter Group by Serviceplan Munich
To persuade consumers that rice grown in Fukushima’s formerly radioactive fields was safe to eat, Serviceplan Munich created a book made from rice paper harvested in the region.
17) ‘Second Chances’ for Donate Life California by Casanova and McCann
To incentivize organ donation in California, this campaign gave drivers who committed traffic violations a ’second chance’ at getting it right.
18) ‘Lessons in Herstory’ for Daughters of the Evolution by Goodby Silverstein & Partners
This campaign by Goodby Silverstein & Partners celebrated the forgotten heroes of US history – women – with an alternatively minded textbook and app. Read about it on Creative Works.
19) ‘Thisables’ for Ikea by McCann Tel Aviv
Ikea’s ‘Thisables‘ campaign saw McCann Tel Aviv create a range of hacks to make the furniture manufacturer’s products more accessible to disabled users.
20) ‘Voice of the Wall’ for The Cultural Heirs by Heimat Berlin
Heimat Berlin’s work for Berlin NGO The Cultural Heirs created a unique typeface from the graffiti adorning the Berlin Wall to tell the story of the barrier on the 30th anniversary of its fall.
Read more about the work of Heimat Berlin, Serviceplan Munich, Scholz & Friends and their award-winning German counterparts here.