1、The MosT CreaTive CaMpaigns,Brands&agenCies By Business seCTor 2023 It gives us great pleasure to present the 7th edition of AdForums Business Creative Report a unique ranking of the worlds most awarded campaigns by industry sector in 2023.The BCR allows advertisers and agencies to measure their cre

2、ative impact against competitors in the same industry.Awards remain an integral part of the industry ecosystem for a number of reasons.For agencies,they promote,attract and motivate talent.They offer a proof of creativity to current and potential clients.And they demonstrate expertise in specific fi

3、elds,which is one of the main aims of the BCR.The report is based on the results of more than 40 awards shows,both local and global.This year for the first time we integrated the Ciclope Festival,which covers production,directing,visual effects,animation,editing,sound and other vital elements of cra

4、ft.The report comprises nine categories:Automotive,Entertainment&Leisure,Finance,Food&Beverages,Health&Beauty,Luxury,Retail,Technology and Transport&Tourism.As 2023 was abuzz with talk of AI and its potential,its perhaps no surprise to find that AI played a role in last years most awarded campaign o

5、verall:“McEnroe vs.McEnroe”from Michelob Ultra and FCB.But while the project combined elements of artificial intelligence and robotics,it was also a terrific piece of entertainment featuring a charismatic athlete.The human element remains key.Overall,AI was less prevalent in the worlds most awarded

6、work than might have been expected.Perhaps because agencies are still testing its potential.There was one very clear trend:film and print are slipping lower down the list of awarded entries,replaced by case studies that could be broadly described as“innovations”,both digital and alternative.It seems

7、 that the most creative agencies and their clients are doing less classic“advertising”.Instead,theyre working on long-term solutions that benefit customers.Maud Largeaud,Chief Information Officer M WELCOME TO THIS YEARS REPORTTake two widely-awarded initiatives from Renault and Publicis Conseil:“Tim

8、e Fighters”,which improves the safety of vehicles from the design stage up;and“Plug Inn”which helps the drivers of electric vehicles recharge their cars.In the field of Health&Beauty,Vaseline and Edelman Worldwide created a new searchable database that finally allowed people of colour to diagnose po

9、tential skin conditions,while before theyd felt invisible.Similarly,if purpose-driven projects are still present,they tend to be more deeply integrated into the DNA of brands,avoiding charges of opportunism.Mastercard and McCann come to mind,particularly with“Where To Settle”,which aided Ukrainian r

10、efugees by crunching financial transaction data.Also in the financial sector,WeCapital in Mexico assembled“missing”data to give underprivileged women access to bank loans for the first time.Meanwhile,the Tech category was dominated by innovations that improved lives.Talking of tech,apps were more pr

11、ominent in the winning work,while partnerships with influencers and social media creators seemed to have taken a step back.On the other hand,brands seem to have finally cracked the delicate business of seducing gamers and securing a presence in games,mostly by creating fun and speaking the right lan

12、guage.Oreos“cheat cookies”and the#ThisIsMcDo-nalds virtual treasure hunt are two prime examples.Design thinking informed many of the worlds leading campaigns:the most-awarded project in the Automotive sector,“The Call of Adventure”,was inspired by the Jeeps iconic headlights and radiator grille.In g

13、eneral,media choices are becoming more eclectic.While they often veer towards digital and mobile platforms,everything from seed packets(“The Hornicultural Society”)to gifting envelopes at Indian weddings(“Shagan Ka Lifafa”)were fair game for carrying campaign messages.To draw your own conclusions or

14、 check on your brand or agency,I invite you to dive into the report and explore the most awarded work of 2023.I hope,as always,that it will make rewarding reading.how we devised The rankingA brief guide to the methodology:This report is based on the results of the many awards shows monitored by AdFo

15、rum.This year,the BCR includes the results of 40 award shows.Points are attributed depending on the level of award won:Grand Prix or Special Award:6 n Gold:4 n Silver:3 n Bronze:2 n 2023Coefficients are based on the prominence of the awards show:High:The top international creative awards,including D

16、&AD,Epica Awards,One Show,etc.Large regional and selected international awards including Eurobest,MAD Stars,ADC*EMiddle:Specialist and smaller international shows,including Caples Awards,Clio Entertainment,Low:Less prominent or purely local awards like Campaign Big Awards,Creative CircleCreative awa

17、rds in specific business sectors,eg.the FAB Awards for Food&Beverages,etc.,were given a higher coefficient depending on number of entries and geographic coverage(global or regional).(non-exhaustive list)NB:As this is purely a creative report,the results of the EFFIE Awards are not taken into account

18、.AUTOMOTIVE 2023Smart solutions powered by an urge to improve life for customers continue to reflect an industry in transition.Sleek films of cars cruising through attractive landscapes were nowhere to be seen in the auto top five.Instead,it features clever and humane ideas.Renault and its agency Pu

19、blicis Conseil dominate the category with two very different but customer-centric ideas:one that helps electric car drivers juice up their vehicles,and another that may save lives.The Jeep project at number one underlines the advantage of a strong brand identity,no matter how the vehicle is fuelled,

20、while VWs recruitment campaign is delightfully cheeky.THE 15 MOST-AWARDED CAMPAIGNS 2023The Call of AdventurePlug InnInside JobsTime-Fighters ProgramVoice WatchProPILOT MOPNothing But Sheer JoyEVs on ScreenNo GreyThe Beautiful FailThe Blind SpotDear My Hero-Hydrogen Garbage TruckThe StoreDas ChairSe

21、e Her GreatnessPublicis Middle EastPublicis ConseilDDB ParisPublicis ConseilDentsu Inc.TBWAHAKUHODOTBWABoltthe communityLeo Burnett Company,S.R.L.DDB ParisOgilvy South AfricaINNOCEANPublicis ConseilTry ReklamebyrLeo Burnett DetroitUnited Arab EmiratesFranceFranceFranceJapanJapanChinaUnited StatesIta

22、lyFranceSouth AfricaSouth KoreaFranceNorwayUnited StatesJeepRenaultVolkswagenRenaultToyotaNissanBMWGeneral MotorsFiatHONDA Moto VolkswagenHyundaiRenault TraficVolkswagen Commercial VehiclesBuick123456789101112131415AUTOMOTIVE TOP 5 AGENCIES 2023TOP 5 BRANDS 2023AUTOMOTIVE1 23 451 23 45Publicis Conse

23、ilDDB ParisPublicis Middle EastDentsu Inc.TBWAHAKUHODORenaultVolkswagenJeepToyotaBMW“The Call of Adventure”,Jeep The Jeeps iconic and unmistakeable headlights and radiator grille are transformed into a“Jeep Morse Code”summoning us to excitement.“Plug Inn”,RenaultWhat if there was a network of homeow

24、ners,equivalent to Airbnb,that enabled you to show up and recharge your electric car?Thats exactly how the“Plug Inn”project worked.“Inside Jobs”,VolkswagenVolkswagen lured much-needed mechanics away from rival firms by planting recruitment ads on pieces inside motor cars that were due for a service.

25、“Time-Fighters Program”,Renault After a road accident,time is of the essence.Renault has teamed up with rescue workers to design cars that enable safe and easy access to extract people who are trapped.“Voice Watch”,Toyota From Toyotas Mobility Foundation,an AI-powered live commentary allows visually

26、 impaired fans to follow motor races.12345TOP 5 AUTOMOTIVE CAMPAIGNS 2023FINANCE 2023Mastercard continues to set the bar high in a category that increasingly features smart use of data.The ideas in this category are not so much“campaigns”as innovative business ideas that actively help people,led by

27、Mastercard with two entries in the top five.There were also two projects that empowered women in countries where financial inclusion is not a given:Mexico and India.Its also worth noting that“data”once a word that inspired privacy fears is being deployed here for good causes.The witty“Last Performan

28、ce”from Partners Life is something of an outlier,in that it uses traditional TV in an unexpected way.THE 15 MOST-AWARDED CAMPAIGNS 2023FINANCETOP 5 AGENCIES 2023TOP 5 BRANDS 2023Where to SettleData tiendaLast PerformanceTouch CardShagun Ka LifafaDuelDr.Rick Will See you Now13 minutesRunawayLess Talk

29、,More BitcoinRemember OKXNXT LVLLetters HomeEndless AppetiteThe Rise McCann Worldgroup Sp.z o.o.DDB MexicoSpecial GroupMcCann New YorkMcCann MumbaiBear Meets Eagle On FireHavas BostonMcCann PragueBear Meets Eagle On FireAccenture SongBBDO New YorkFCB CanadaZulu Alpha KiloDentsu Inc.Philipp und Keunt

30、je GmbHPolandMexicoNew ZealandUnited StatesIndiaAustraliaUnited StatesCzech RepublicAustraliaUnited StatesUnited StatesCanadaCanadaJapanGermanyMastercardWECAPITALPartners LifeMasterCardUjjivan Small Finance BankNRMAProgressive insuranceCzech Insurance AssociationNRMACoinbaseOKXBMOHomeEquity BankNIKK

31、EIGrowney1234567891011121314151 23 451 23 45McCann Worldgroup Sp.z o.o.DDB MexicoSpecial GroupBear Meets Eagle On FireMcCann New YorkMastercardWECAPITALPartners LifeNRMAUjjivan Small Finance Bank“Where To Settle”,Mastercard As Ukrainian refugees poured into Poland,Mastercard used transaction data to

32、 identify towns where the newcomers had the best chance of finding jobs and homes.“Data Tienda”,WECAPITALMany women in Mexico cant get loans because they have no credit history at banks.But they buy things “on credit”from local stores data now shared with banks to change the situation.“Last Performa

33、nce”,Partners LifeIn a hit New Zealand detective show,a corpse lies in the morgue until the case is solved.During the campaign,the“cadavers”came back to life and urged viewers to take out life insurance“Touch Card”,Mastercard The brilliant design solution that makes credit cards tactile again for th

34、e visually impaired continues to reap admiration from awards judges.“Shagun Ka Lifafa”,Ujjivan Small Finance Bank In India,the traditional gifting envelopes presented at weddings were redesigned as joint bank account opening forms,urging women to become involved in financial decisions.TOP 5 FINANCE

35、CAMPAIGNS 202312345FOOD&BEVERAGES 2023Technical and innovative solutions abounded as creatives were inspired by AI and gadgetry.While print and packaging design dominated this category in our last report,the most awarded campaigns in 2023 embraced technology.At least three of the top five harnessed

36、tech,and even the Skittles campaign deployed social media to great effect.Burger King was notably absent from the top campaign slots although it remains the fourth most awarded brand overall.Also less evident,with the exception of the Coors project,were heavily purpose-driven campaigns.TOP 5 BRANDS

37、2023THE 15 MOST-AWARDED CAMPAIGNS 2023FOOD&BEVERAGESTOP 5 AGENCIES 2023McEnroe vs.McEnroeCheat CookiesApologize The RainbowFitChixChillboardsOreocodesDreamcasterThe Unbranded MenuBring Home The BudSchoolgirl NewscastersPlastic Fishing TournamentNATIVE SPORTSCASTERSMilk MangaHeinzJackDinerFCB Worldwi

38、deSaatchi&Saatchi DsseldorfDDB ChicagoVML MelbourneDDB ChicagoVMLY&R CommerceFCB New YorkLeo Burnett Group ManilaWieden+KennedyImpact BBDOWe BelieversWe BelieversVML Ogilvy JapanFP7 McCannRethink Communications Inc.United StatesGermanyUnited StatesAustraliaUnited StatesUnited StatesUnited StatesPhil

39、ippinesUnited StatesUnited Arab EmiratesUnited StatesUnited StatesJapanUnited Arab EmiratesCanadaMichelob UltraOreoSKITTLESHonest Eggs Co.Coors LightOreoMichelob UltraMcDonalds PhilippinesBudweiserEBMCoronaCoronaSeki MilkHeinzHeinz1234567891011121314151 23 451 23 45DDB ChicagoFCB WorldwideWe Believe

40、rsRethink Communications Inc.VML MelbourneMcDonaldsOreoMichelob UltraBurger KingHeinz“McEnroe vs.McEnroe”,Michelob Ultra Legendary tennis star John McEnroe returns to the court to play a virtual version of his younger self thanks to robotics and AI.Like the rest of us,McEnroe was stunned by the expe

41、rience.“Cheat Cookies”,OreoOreo cookies were embossed with“cheat codes”for gamers.To unlock exclusive content within X-Box games,the gamers had to scan the cookies with their phones.“Apologize The Rainbow”,SkittlesThe Skittles saga scaled new heights when the brand brought back lime flavour and apol

42、ogized live and online to the 138,880 people who complained about its replacement apple.“Fitchix”,Honest EggCo.To prove that its chickens really were free range,the farm fitted the fowls with step counters,like Fitbits for chickens,with the tally printed on the eggs themselves.“Chillboards”,Coors Li

43、ghtIn extreme summer heat,the beer brand cooled an“overheated community”in Miami,Florida,by covering their rooftops with special heat-reflecting paint and appropriate messages.TOP 5 FOOD&BEVERAGES CAMPAIGNS 202312345HEALTH&BEAUTY 2023Purpose-driven campaigns were at the fore in a category that displ

44、ayed eclectic media choices.Dove and Ogilvy still set the standard in this category,continuing their long-run-ning battle to protect women against negative influences.Technology also came into play last year to help blind people and Parkinsons sufferers.But one of the campaigns that reaped the most

45、press coverage“The Hornicultural Society”deployed a fun insight involving seniors,sex and garden seeds.Meanwhile,Vaseline allowed under-represented people of colour to find their skin issues online at last.THE 15 MOST-AWARDED CAMPAIGNS 20231 23 451 23 45Ogilvy UKArea 23,An IPG Health CompanyDENTSU C

46、REATIVE ArgentinaEdelman WorldwideServiceplan GroupDoveHorizonEurofarmaRelateVaselineHEALTH&BEAUTYTOP 5 AGENCIES 2023TOP 5 BRANDS 2023Cost of BeautyEyedarScrolling TherapyThe Hornicultural SocietySee My SkinToxic InfluenceDot Go“object interaction”appChange The Angle#PeriodsomniaThe Outside In Exper

47、iment-Fire#TurnYourBack Lifesaving RadioCertified Care RaidUnder a Rock Cat Pain IQ Ogilvy UKArea 23,An IPG Health Co.DENTSU CREATIVE Ogilvy UKEdelman WorldwideOgilvy UKServiceplan GroupWunderman ThompsonAMV BBDOArea 23,An IPG Health Co.Ogilvy UK Klick HealthEnergy BBDO21GRAMSOgilvy HealthUnited Kin

48、gdomUnited StatesArgentinaUnited KingdomUnited StatesUnited KingdomGermanySouth AfricaUnited KingdomUnited StatesUnited KingdomUnited StatesUnited StatesUnited StatesUnited StatesDoveHorizonEurofarmaRelateVaselineDoveDot GoLuxLibresse/Bodyform/SabaHorizonDoveNextMed HealthRaidLokelmaCat Pain IQ 1234

49、56789101112131415TOP 5 HEALTH&BEAUTY CAMPAIGNS 2023“Cost of Beauty”,Dove A moving film about eating disorders underlines the devastating effect of social media on kids.Dove urges us to support the Kid Online Safety Act.“Eyedar”,HorizonAn empowering campaign inspired by the fact that 1%of blind peopl

50、e can“echolocate”.The result is“Eyedar”,an app that allows all blind people to see the world with sound.“Scrolling Therapy”,EurofarmaMany Parkinsons sufferers experience“facial masking”,when their features become frozen.Exercise helps,so this app enabled them to scroll social media using facial expr

51、essions.“The Hornicultural Society”,Relate Yes,older people have sex.Unfortunately,they also spread sexually transmitted diseases.As theyre keen gardeners,seed packets were used to communicate sexual health advice.“See My Skin”,Vaseline People with skin of colour are under-represented online,making

52、it hard for them to diagnose skin conditions.Vaseline created a search-able database to redress the balance.12345LUXURY 2023Lacostes crocodile takes a big bite out of this stylish category,but the Brits still rise to the top with Burberry.As in previous years,Lacoste and its agency BETC win big in t

53、his category.This time their campaign focuses on the brands most iconic and timeless garments,with a mixture of print and short films that have a lovely light touch.Its advertising with the power to improve your mood.The same might be said of the leading film here:a beautifully shot piece that also

54、sells the clothes,but in a discreet and poetic way.An entry for BMW from China disrupts the usually suave ambience of luxury automobile commercials with a film that pops.THE 15 MOST-AWARDED CAMPAIGNS 2023LUXURYTOP 5 AGENCIES 2023TOP 5 BRANDS 2023Night CreaturesBucket HatTennis CourtNothing But Sheer

55、 JoyThe One ExhibitionSocks and SandalsThrough Their EyesBucket HatSee Her GreatnessKaguya by GucciBottega For BottegasSportmade The new 911 DakarMake It RealSpring Summer 2022Intensity.Driven.Riff Raff Films BETC Paris BETC Paris TBWABolt DM9DDBBETC ParisHeroBETC ParisLeo Burnett DetroitDentsu Inc.

56、Le PubGrabarz&PartnerMedia.MonksDivisionDesign Bridge&Partners United KingdomFranceFranceChinaBrazilFranceAustraliaFranceUnited StatesJapanItalyGermanyUnited KingdomFranceUnited KingdomBurberryLacosteLacosteBMWLeica M11LacosteMaybellineLacosteBuickGucciBottega VenetaPorscheBMW iX2MuglerAston Martin

57、Valkyrie1234567891011121314151 23 451 23 45BETC Paris Riff Raff Films TBWABolt DM9DDB Hero LacosteBurberryBMWLeicaGucciNight Creatures”,Burberry Riff Raff Films returns with another balletic,beautifully choreographed film that captures the essence of the brand while making it fly for contemporary cu

58、stomers.“Bucket Hat”,Lacoste A rare print hit and the first of no less than three Lacoste entries in the top five.Classic,stylish yet practical headgear traverses generations.The companion film is cute too.“Tennis Court”,LacosteCompleting the premium sportswear brands hat-trick,the generational divi

59、de closes once again,this time during a tennis match.“Nothing But Sheer Joy”,BMW China A jubilant and somewhat surreal film captures the driving pleasure that has long been associated with the automo-tive legend“The One Exhibition”,Leica To demonstrate the power of the M11 cameras 60 megapixel senso

60、r,an entire photography exhibition featured different images captured by zooming in to a single photo.TOP 5 LUXURY CAMPAIGNS 202312345RETAILRETAIL 2023The fast food giants make their mark but the top slot goes to a witty use of tech.McDonalds and Burger King appear in the top five with campaigns tha

61、t are entirely different in conception,but have the“fun”factor in common.Burger Kings offering is one of two films here the other being Pennys widely admired“The Rift an increasingly rare occurrence these days as case studies and digital activations tend to edge them out.While Back Market used techn

62、ology to brilliant effect,a simple sticker,one of the simplest media of them all,also charmed juries.THE 15 MOST-AWARDED CAMPAIGNS 2023RETAILTOP 5 AGENCIES 2023TOP 5 BRANDS 2023Hack MarketThe RiftThe Unbranded MenuLife Extending StickersEven More Confusing TimesHappy RamadanTime To ReadAnything for

63、the TasteFlipThe Air DrummerLu From MagaluThe Best-seller ConstitutionCharles III The Burger KingThe TrollSMGRA cot MarcelServiceplan GermanyLeo Burnett Group ManilaGrey ColombiaDAVIDScholz&Friends GroupSaatchi&Saatchi DubaiOgilvy South AfricaUncommon Creative StudioWolf BKKOgilvy BrazilGutGrabarz&P

64、artnerRethink Communications Inc.DAVIDFranceGermanyPhilippinesColombiaSpainGermanyUnited Arab EmiratesSouth AfricaUnited KingdomThailandBrazilBrazilGermanyCanadaSpainBackMarketPennyMcDonalds MakroBurger KingMcDonaldsKinokuniyaKFCB&QRobinson SalesationMagazine LuizaMercado LivreBurger KingIkeaIKEA123

65、4567891011121314151 23 451 23 45MarcelServiceplan GermanyDAVIDLeo Burnett Group ManilaLeo Burnett Middle East&North AfricaMcDonaldsBurger KingIKEABack MarketPenny“Hack Market”,Back Market A purveyor of refurbished digital devices used Airdrop to hijack Apple Stores by sending messages encouraging cu

66、stomers to buy a second-hand phone instead of a brand new one.“The Rift”,PennyThe German brand continued its run of spectacular films with a story that explored the gaps in our society:not only generational,but political and financial.“The Unbranded Menu”,McDonalds McDonalds burgers are so iconic th

67、ey dont need branding.A star gamer proved it by sparking a treasure hunt for digital McDonalds lookalikes with the hashtag#ThisIsMcDonalds.“Life Extending Stickers”,Makrot To combat food waste,the supermarket used the tiny stickers that usually indicate the provenance of fruit to propose delicious r

68、ecipes based on supposedly “over-ripe”produce.“Even More Confusing Times”,Burger King A wryly amusing film depicts many of the paradoxes of contemporary life is buying an eco-friendly washing machine good for the planet?to present BKs plant-based chicken nuggets.TOP 5 RETAIL CAMPAIGNS 202312345TECHN

69、OLOGY 2023Scrolling mobile devices may steal hours of our time,but the tech initiatives that won prizes aimed to make lives better.Surprisingly,despite all the buzz about AI last year,the term doesnt feature in the top five most awarded campaigns.Nor does the“metaverse”,by the way,which now feels so

70、 2022.Instead,these projects aim to assist and empower different communities.The exception is the amusing Clash of Clans campaign,which unusually for a gaming brand trades in nostalgia.Samsung was the most awarded brand overall,pushing Apple into second place.That said,Apples“The Greatest”was one of

71、 the most uplifting films of 2023.THE 15 MOST-AWARDED CAMPAIGNS 2023TECHNOLOGYTOP 5 AGENCIES 2023TOP 5 BRANDS 20231 23 451 23 45TBWAMedia Arts LabServiceplan GermanyMarcelSomesuchSquarespaceSamsungAppleDot PadSquarespaceBackMarket Dot Pad.The first smart tactile graphics display.Hack MarketThe Great

72、estClash From The PastUnfear AppI Will Always Be MeThe SingularityADLaMQUEST FOR DYSLEXIATattoo Duo-OverFIFA 23 x TED LASSOWelcome to FlipvertisingShot on iPhone 13 Pro:Chinese New Year-The ComebackBlack-owned Friday Every DayRocky Serviceplan GermanyMarcelSomesuchWieden+KennedyCheil EspaaVMLSquares

73、paceMcCann New YorkCheil ChinaBETC ParisTBWAMedia Arts LabCHEP NetworkTBWAMedia Arts LabBBH USANeverlandGermanyFranceUnited KingdomUnited StatesSpainUnited StatesUnited StatesUnited StatesChinaFranceUnited StatesAustraliaChinaUnited StatesUnited KingdomDot PadBackMarketAppleClash of ClansSamsungDell

74、 Technologies/IntelSquarespaceMicrosoftSamsung MobileDuolingoApple TV+x FIFA 23Samsung Galaxy AppleGoogleLadbrokes123456789101112131415“Dot Pad:The first smart tactile graphics display,”Dot Pad Dot continues its life-changing innovations with a tactile display for the visually impaired.It includes a

75、 text panel for braille translation and enables access to Apples app store.“Hack Market”,Back MarketA seller of refurbished digital devices used Airdrop to virtually“break in”to Apple Stores and send messages urging customers to buy eco-friendly second hand phones.“The Greatest”,AppleWith the help o

76、f Muhammed Alis words,this dynamically edited film shows how Apples technology makes gifted people with disabilities even greater.“Clash From the Past”,Clash of Clans The popular game Clash of Clans was launched in 2012.This fun campaign pretended it had been around since the 1980s,like Mario,Pac Ma

77、n and other iconic games.“Unfear App”,Samsung Many people with autism are extremely sensitive to loud and aggressive sounds.This app cleverly filters and dials down potentially alarming noises to take the anxiety away.TOP 5 TECHNOLOGY CAMPAIGNS 202312345TRANSPORT&TOURISM 2023Travel is defiantly back

78、 on the map,but the most awarded brands navigated to unexpected ideas rather than familiar destinations.Dynamic digital ideas characterize the big winners,whether its an incredible immersive map that elevates Black culture,or a haunting video experience that rivets us to the screen and dares us to V

79、isit Sweden.Even Deutsche Bahn chose to satirise the digital downside of home working in order to get us moving.But wait:in second place theres a film for the Tokyo transit authority whose poetry is purely analogue;and a popular entry from British Airways is a billboard thats beautiful in its simpli

80、city.Black&Abroad was the most awarded brand overall,once again combining innovation,exploration and empower-ment.THE 15 MOST-AWARDED CAMPAIGNS 2023TRANSPORT&TOURISM TOP 5 AGENCIES 2023TOP 5 BRANDS 20231 23 451 23 45Performance ArtUncommon Creative StudioOgilvy GermanySix TokyoPrime Weber ShandwickB

81、lack&AbroadBritish AirwaysDeutsche BahnVisit SwedenVirgin AustraliaTRANSPORT&TOURISMThe Black Elevation MapA Train of MemoriesSpellbound by SwedenA British Original OneEscape:FU CK|PA IN|HE LLMiddle Seat LotteryOutHorse Your Email to Icelands HorsesAmazing Thailand.Culture to Commerce.A British Orig

82、inal TwoThe Ad You Stay InKhortytsia-the island of a mysteryThe Model City 1:1 ScaleGamer AsylumIf You SeekChornobyl Vanishing LogoPerformance ArtSix TokyoPrime Weber ShandwickUncommon Creative StudioOgilvy GermanySpecial GroupSS+KOgilvy ThailandUncommon Creative StudioTBWAChiatDay New YorkBickersta

83、ff.000Hakuhodo Kettle IncOgilvy SingaporeDDB Group AotearoaBandaCanadaJapanSwedenUnited KingdomGermanyAustraliaUnited StatesThailandUnited KingdomUnited StatesUkraineJapanChinaNew ZealandUkraineBlack&AbroadSotetsuVisit SwedenBritish AirwaysDeutsche BahnVirgin AustraliaVisit IcelandTourism Authority

84、of ThailandBritish AirwaysHiltonKhortytsiaSHIZUOKA CityArtotelTourism New ZealandMin.of Environmental Protection&Natural Resources123456789101112131415TOP 5 TRANSPORT&TOURISM CAMPAIGNS 2023“The Black Elevation Map”,Black&Abroad A searchable digital map shows us the heights of Black culture,using pop

85、ulation,historic achievements,Black-owned businesses and social media to give us a new guide to the U.S.“A Train of Memories”,SotetsuMore than 50 different actors portray a father and daughter and their evolving relationship over the years on their daily subway journey.“Spellbound by Sweden”,Visit S

86、weden Teaming up with a horror writer,the Swedish tourist office created an immersive audio-visual experience based on the countrys folk tales,to lure visitors while spooking them out.“A British Original”,British Airways An outdoor execution from a multi-channel campaign exploring the many reasons w

87、hy we travel.After all,“business”and“l(fā)eisure”are rather flat definitions.“Escape:FU CK|PA IN|HE LL”,Deutsche Bahn Germanys rail service wittily depicts the dull and irritating downside of online meetings to remind us that we can still meet in person.12345ENTERTAINMENT&LEISURE 2023Media brands proved

88、 inventive as the spectre of censorship prompted them to act.Entertainment and media brands had serious messages to convey in 2023,whether it was a Canadian magazine reclaiming a hijacked indigenous story,or a publisher combating censorship with a book that condemns a patriarchal society.In China,th

89、e trend of brands finding their way into video games gave Samsung an opportunity to combat dyslexia.While Netflix was the most awarded brand in this category,thanks to the sheer number of projects it launched,along with other“streamers”it missed out on the very top slots.THE 15 MOST-AWARDED CAMPAIGN

90、S 2023TOP 5 AGENCIES 2023TOP 5 BRANDS 20231 23 451 23 45Impact BBDOBBDOAV SquadBETC ParisBONDNetflixAmazon Prime VideoUniversal PicturesParamountWarner BrosENTERTAINMENT&LEISURE Missing MataokaNewspapers-Inside-The-NewspaperClash From The PastQUEST FOR DYSLEXIAThe Unburnable BookChannel 4 Idents 202

91、3Portuguese(Re)constitutionAre You Press Worthy?Cash In Cash OutPapa?FIFA 23 x TED LASSOA Hand Ball That Could Save Your Life.The Elections EditionHigh Valyrian LessonsThe Secret of Wakany(English ST)BBDOImpact BBDOWieden+KennedyCheil ChinaRethink Communications Inc.4CreativeFCB LisbonTBWAChiatDay N

92、ew YorkDivision ParisBETC ParisTBWAMedia Arts LabAccenture Song(formerly Kolle Rebbe)Impact BBDOBETC ParisCanadaUnited Arab EmiratesUnited StatesChinaCanadaUnited KingdomPortugalUnited StatesFranceFranceUnited StatesGermanyUnited Arab EmiratesUnited StatesFranceMuskrat MagazineAn NaharClash of Clans

93、Samsung MobilePenguinChannel 4Penguin BooksColumbia Journalism ReviewPharrell WilliamsCANAL+Apple TV+x FIFA 23Borussia DortmundAn-NaharDuolingo x HBO MaxCanal+123456789101112131415TOP 5 ENTERTAINMENT&LEISURE CAMPAIGNS 2023“Missing Mataoka”,Muskrat Magazine The online indigenous culture magazine uses

94、 an alternate audio track to tell the true story of Disneys Pocahontaswhose real name was Mataoka from an indigenous perspective.“Newspapers Inside the Newspaper”,An Nahar What appeared to be a normal edition of the newspaper An Nahar contained pages from papers that had been put out of business by

95、censorship,written by the original journalists.“Clash From the Past”,Clash of Clans Harnessing 1980s video game culture to add a sheen of history and nostalgia to a popular game that was actually launched in 2012.“Quest For Dyslexia”,Samsung Mobile As dyslexia often goes undetected in China and pare

96、nts are hesitant to get their kids tested Samsung teamed with the hit“Young Warrior”game and turned it into a test.“The Unburnable Book”,Penguin The publisher spoke out against book bans by creating a fireproof edition of The Handmaids Tale and convincing author Margaret Atwood to try and torch it w

97、ith a flamethrower.12345Where brands meet creativityInsights into the worlds best brands+230,000 international adsThe winners of+40 awards showsFind the perfect match.Connect with+180,000 talents+36,000 company profiles Read more about the Business Creative Report on:https:/ France:Contact USA:By MAYDREAM Inc,Parent Company of AdForumFrance:112B,rue Cardinet,75017 Paris USA:118 East 28th Str.,Suite 501,New York,NY 10016-