The Gunn Report’s Cases for Creativity 2014 identifies the campaigns that won both a Gold Lion (for creativity) and a Gold Effie (for effectiveness) in 2014.

James Hurman, founder and principal of Auckland innovation consultancy, Previously Unavailable, begins his Gunn Report study, The Year of Share, with this statement:

“When I interviewed McCann Melbourne executive creative director, John Mescall, this year about the secret of his agency’s success he told me there’s one question they always ask when picking an idea to recommend to their clients: ‘will people share it?’”

That should get your attention. Dumb Ways was still picking up creative and effectiveness awards more than two years after it launched. And Mescall has been promoted to global executive creative director of McCann Worldgroup.

Hurman is the author of the Gunn Report’s 2014 Cases for Creativity report. It identifies the twelve campaigns that won both a Gold Lion (for creativity) and a Gold Effie (for effectiveness) in 2014.

These are the campaigns that demonstrate “the ability for creativity in all its forms to drive extraordinary results. Traditional TVCs sit beside PR stunts, technology experiments, and good old-fashioned consumer promotions,” the Gunn Report observed.

“Effectiveness continues to defy media categorisation, but the one thing this diverse group of ideas have in common is that people saw fit to share them; and only the most engaging creative ideas executed by the most talented people will be shared,” Hurman added.

Australia has two campaigns in the top 12 – Dumb Ways to Die for Metro Trains Melbourne by McCann Melbourne and Share A Coke for Coca-Cola by Ogilvy & Mather Sydney.

New Zealand has two, too – Catch a Million for DB Breweries by Saatchi & Saatchi NZ and Mistakes” for NZTA by Clemenger BBDO Wellington.

Argentina, Brazil (2), France, Peru (2), UAE and USA also made the list

The Cases for Creativity 2014 are:

1. A Boy And His Atom for IBM by Ogilvy   & Mather, USA

2. Baby&Me for Evian by BETC Paris, France

3. Bentley Burial for Brazilian Association of Organ Transplants by Leo Burnett Tailor Made, Brazil

4. Catch a Million for DB Breweries by Saatchi & Saatchi, New Zealand

5. Dumb Ways to Die for Metro Trains Melbourne by McCann Melbourne, Australia

6. Happy ID for Coca-Cola by McCann Erickson, Peru

7. Mistakes for New Zealand Transport Agency by Clemenger BBDO Wellington, New Zealand

8. Potable Water Generator for Universidad de Ingeniería y Tecnología by Mayo Publicidad, Peru

9. Share A Coke for Coca-Cola by Ogilvy   & Mather Sydney, Australia

10. The 1000 Miles of Luca for Consejo Publicitario Argentino by TBWA, Argentina

11. The Autocomplete Truth for UN Women by Memac Ogilvy – DXB, United Arab Emirates

12. The Unlaunch of the Volkswagen Kombi for Volkswagen by Almap BBDO, Brazil