Eurobest has launched its European Creativity Report, which includes its Of The Year awards, the winners explained by this year’s eurobest jury presidents and the themes and trends that the winners reveal.
Network of the Year:
#1 Publicis
#2 DDB (last year’s #1)
#3 McCann (#2 in 2016 & 2017)
#4 BBDO Worldwide
#5 havas
#6 CHEIL Worldwide
#7 TBWA Worldwide
#8 Serviceplan Agenturgruppe
#9 FCB
#10 The North Alliance
Publicis won 34 awards in total. Its biggest winners were:
- La Forêt – Bet on a Murderer by Publicis Conseil for France 3which won the Grand Prix in both Direct and Entertainment
- Black Supermarket by Marcel Paris for Carrefours, which won the Grand Prix in Healthcare & the inaugural Brand Experience & Activation award.
Agency of the Year:
#1 Rothco | Accenture Interactive Ireland
#2 Publicis Conseil France
#3 AMV BBDO UK
#4 Marcel Paris France
#5 DDB Düsseldorf Germany
#6 McCann London United Kingdom
#7 DDB Paris France
#8 McCann Bucharest Romania
#9 Adam&EveDDB UK
#10 Publicis Italy
Rothco | Accenture Interactive’s biggest winning campaign:
JFK Unsilenced for The Times/News UK & Ireland. It was awarded three Grands Prix. It’s also the first time an agency from Ireland has won a Special Award at eurobest, as well as the first win for an agency from the Accenture Interactive network.
Independent Agency of the Year:
#1 Try Oslo Norway
#2 Jung Von Matt/Limmat Zürich Switzerland
#3 Herezie Paris France
#4 Serviceplan Germany
#5 Wieden+Kennedy Amsterdam The Netherlands
#6 BBC Creative UK
#7 Abby Priest Stockholm Sweden
#8 Antoni Berlin Germany
#9 Grabarz & Partner Hamburg Germany
#10 N=5 Amsterdam The Netherlands
Golden Palm
#1 Blinkink UK
#2 Blur Films Spain
#3 Henry France
#4 Filmmaster Italy
#5 Prodigious France
#6 Wanda Productions France
#7 Academy Films United Kingdom
#8. Sizzer Amsterdam The Netherlands
#9 Schmooze France
#10 Bacon Denmark
Blink’s top winning campaigns were:
- Supporting Act by BBC Creative for BBC One, which won the Grand Prix in Film
- World Cup – History Will Be Made, also by BBC Creative for BBC Sport
BBC Sport’s World Cup tapestry campaign: Not your usual montage of historical film clips
Country Agency of the Year:
Belgium: Happiness Brussels, An FCB Alliance, Brussels
Czech Republic: Geometry Global, Prague
Denmark: &Co, Copenhagen
Finland; TBWA\Helsinki, Helsinki
France: Publicis Conseil, Paris
Germany: DDB Düsseldorf, Düsseldorf
Italy: Publicis Italy, Milan
Norway: Try, Oslo
Romania McCann
Bucharest: Bucharest
Spain: Cheil Worldwide, Madrid
Sweden: Abby Priest, Stockholm
Switzerland: Jung Von Matt/Limmat, Zürich
The Netherlands: Wieden+Kennedy Amsterdam, Amsterdam
United Kingdom: AMV BBDO, London
Themes & Trends:
- Truth-telling: Making the Invisible Visible
Fake news began a phenomenon. People began to yearn for core truths. Brands and agencies delivered them.
2. Fashion: Luxury Breaks Out of the Traditional High Gloss Mould
Examples are Publicis Italy’s Go with the Fake by Diesel, which won Gold in Brand Experience & Activation + 7 more awards and BETC Paris’ Save our Species for Lacoste, which won Gold in Brand Experience & Activation + 3 more awards.
3. Art: Reinvigorating the Classics
Campaigns connected to the current cultural moment by looking backwards, revisiting historical artistic and aesthetic traditions.
4. Product: Storytelling and Problem-solving
More and more brands created products that solve problems for consumers. Examples are McCann Paris Bordeaux 2050 for AJE, which won Silver in Direct + 6 more awards
and iris London’s Tradesman’s Suncream for Wickes, which won Bronze in Healthcare
iris Worldwide: Wickes releases the sunscreen that’s tough like tradespeople
5. Channel Hacking: Innovative Medium Manipulation
To make your mark in culture these days requires more than a clever idea. It can also mean thinking outside of traditional channels, cleverly using new platforms to appear in totally unexpected places and formats.
One example is Anorak Oslo’s The Distress Signal for Amnesty International, which one Bronze in Radio & Audio + 3 more awards.
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