Three global creative directors – Susan Credle, Tham Khai Meng and Mark Tutssel – have analysed the world’s most creative campaigns, the campaigns that reached the highest scores in more than 40 of the world’s top advertising shows.
They’ve found three main recurring themes – purpose, technology and emotion.
1. A new kind of purpose
“Purpose-driven work doesn’t have to solve a world problem to be declared ‘purpose-driven’. The work needs simply to be meaningful in people’s lives,” explained Susan Credle, global chief creative officer, FCB.
The most creative purpose-driven campaigns came from brands using social or environmental causes in their advertising rather than charities or not for-profit organisations.
Credle noted, “The best creators are focusing on big ideas and instead of asking “what’s next?” they’re asking “what’s human?” This question creates more purpose-driven work, which rises above the rest.
Her stand-out campaigns for purpose are:
- Meet Graham (Clemenger BBDO)
UPDATE: Clemenger BBDO Melbourne’s Graham becomes world famous
- Fearless Girl (McCann NY)
https://youtu.be/QURUlgH544c
- Child Replacement Programme (Colenso BBDO)
2. Tech that makes human dreams come true.
Tham Khai Meng, co-chairman and worldwide chief creative officer, Ogilvy & Mather, explained, “It all comes down to great ideas. Those wonderful, elusive pieces of magic called ideas lie at the heart of all great advertising. In the digital age it still holds true. Special effects will never compensate for the lack of an idea, but when combined with a great idea the result can be breath-taking.”
With the idea at the core of creative marketing, developing technology is allowing for greater innovation in bringing ideas to life by embedding a powerful sales message inside a wonderful experience.
“As advertisers we will become purveyors of alternative realities and experiences, but they have to be experiences people genuinely want,” Meng added.
Khai’s stand-out campaigns for creativity meets tech are:
- The Enter Sandbox VR Experience (Pol)
- Nike Unlimited Stadium (BBH Singapore)
- The Virtual Crash Billboard (Serviceplan France)
3. Emotion born in multi-sensory experiences
Time and time again in the most creative campaigns, high production values and technology have combined to stimulate emotional engagement. Ground-breaking technology is delivering breakthroughs for modern neuroscience reinforcing emotion’s role in brand communications.
Mark Tutssel, chairman & chief creative officer of Leo Burnett Worldwide, noted, “It’s reassuring to see the film work in this year’s collection is bound by a common thread: Pure emotion.
“Emotion is at the heart of storytelling, and there’s still no better storytelling method than film. With the proliferation of screens of all sizes filling our lives, it’s never been a better time to be working in this inspiring medium.”
Mark’s stand-out campaigns for emotion drives film-led work are:
- We’re The Superhumans (4Creative)
I bet you thought Channel 4’s 4Creative couldn’t beat Meet the Superhumans
- Evan (BBDO New York)
BBDO New York: Try as you might, you won’t see this ending coming
- Buster The Boxer (adam&eveDDB)
Only one thing could be better than the John Lewis Christmas ad…
- Ostrich (Leo Burnett Chicago)
Leo Burnett Chicago: Samsung gives an ostrich the thrill of doing what can’t be done
4. Precise vs mass media
Is creativity being lost as the focus of companies shift from mass to precise media, which requires a different approach to planning and creating work?
Andrew Robertson, president and chief executive officer of BBDO Worldwide, commented, “The fundamental approach to creativity doesn’t change but addressable media will become the norm rather than the exception. We’re going to be creating specific tailored messaging – but at scale – for audience segments based on their behaviours, interests and previous transactions.
“We’re talking about millions, tens of millions, hundreds of millions of people that we’ll be addressing this way. And that requires a fundamentally different approach to planning and creating work. It’s all in the plan and all in the execution.”
As well as opinion pieces by industry leaders on the main themes, The Gunn 100 Lessons also includes insights into the top five ranking campaigns, commentaries on the results of the top campaigns, agencies, networks, holding companies, advertisers, brands and countries.
The report in full, with the entire Gunn 100 rankings, is available by subscription here. www.warc.com/gunnreport.
