FCB New York’s The Whopper Detour for Burger King is the most creatively celebrated campaign of 2019. The campaign, designed to increase Burger King app users, offered Burger King customers a 1c Whopper in the US, but only if they unlock the offer in the vicinity of a McDonald’s restaurant. Mobile sales tripled during the promotion and the chain recorded the highest number of store visits in four years. Burger King estimated the campaign earned it a 37-1 return on investment.
Gabriel Schmitt, co-chief creative officer, FCB New York, commented, “We are extremely humbled and honoured by this recognition. The Whopper Detour was a unique idea because it not only broke through from a creative standpoint, it also drove significant business results, solving a real business problem through creativity. The most successful campaigns should grow brands and their bottom line, and we are happy to see The Whopper Detour being recognised for doing just that.”
WARC’s Creative 100 Ranking is produced by combining the results of the industry’s most important global and regional creative award shows tracked throughout 2019. The awards tracked are determined by the WARC Rankings Advisory Board and a worldwide industry survey.
Ranked #2, is AMV BBDO London’s Viva La Vulva, for Bodyform/Libresse. #3 is Wieden+Kennedy Portland’s Dream Crazy for Nike, featuring NFL player, Colin Kaepernick.
The #1 creative agency is McCann New York, up from fifth place last year with five campaigns in the Creative 100 for Verizon, Xbox, 2 for March For Our Lives and 1 co-created for Donate Life.
Droga5 New York is #2, with 2 campaigns in the top 20. #3 is Wieden+Kennedy Portland with 3 campaigns in the top 100.
The #1 network is BBDO Worldwide, retaining its top position for the 14th consecutive year, with 8 different agencies ranked in the top 50. DDB Worldwide is ranked #2 and McCann Worldgroup, #3.
The #1 holding company is Omnicom Group again, with BBDO Worldwide, DDB Worldwide, TBWA Worldwide, Grupo ABC, DAS Group and Tribal Worldwide contributing to its points. Interpublic Group moves up one place to #2. WPP drops down to #3.
Burger King is the #1 creative brand for a second year, with four campaigns ranked in the top 100 in three different markets – Brazil, Spain and USA. Nike remains #2. Xbox is #3, up from 11th last year.
Restaurant Brands International, parent company of Burger King, Popeyes and Tim Hortons, is #1 creative advertiser, up from second place last year. Nike climbs from fourth to #2, and Anheuser-Busch InBev moves up from 17th to#3.
The US retains its place as the #1 creatively awarded country in the world by far. United Kingdom is #2 and Brazil is #3.
- APAC: Spikes Asia, Adfest
- Europe: Eurobest, Golden Drum
- Middle East & Africa: Dubai Lynx, Loeries
- Latam: El Ojo de Iberoamérica