According to the seventh annual Business Creative Report study, the most awarded campaign of last year was McEnroe vs. McEnroe. Which others succeeded?
The seventh edition of the Business Creative Report (BCR) summarises the most awarded campaigns at creative competitions in 2023, according to AdForum's calculations. It takes into account the results of more than 40 competitions, including Cannes Lions, Epica Awards, The One Show and Golden Drum, as well as PHNX and FAB. This year, for the first time, the report also focused on the Ciclope Festival, which recognizes work from a crafter and production perspective.
The most awarded campaign ever, according to BCR, is the McEnroe vs. McEnroe project for Michelob Ultra by FCB. In it, the legendary tennis player returns to the court to play against his younger self thanks to AI, in keeping with the brand's claim "it's only worth it if you enjoy it"
The spot, which also leads the food and drink category, succeeds not only thanks to the use of the much-loved AI. "Although the project worked with AI and robotics, it was also a great showcase of entertainment involving a charismatic athlete. The human element still remains key," comments Maud Largeaud, chief information officer at AdForum.
She says that the campaigns with the most trophies from competitions also featured less AI than one might expect, probably because agencies were still more likely to test its potential. "Overall, though, there was one clear trend - film and print are declining in the top award-winning campaign summaries, replaced by case studies that can be described as innovative, whether in digital channels or alternative ones," Largeaud added.
Central Europe also made a significant mark in the surveys, especially thanks to McCann Poland's "Where to settle" project for Mastercard, which took the top spot among the most appreciated campaigns in finance.
Following Russia's attack on Ukraine, the company and the agency created a platform to help those in acute need find housing and employment. The Gdziezamieszkac.com project was created in five weeks and has been used by around 300,000 Ukrainian refugees. Moreover, according to Mastercard's CMO Jerzy Holub, the project continues to be successful.
To see what other campaigns fared well in all nine categories tracked - automotive, entertainment, finance, food and drink, health and beauty, luxury, retail, tech, and travel and transportation - check out AdForum's BCR report, which can be downloaded here.
Source: mam.cz
