Nike ‘Write The Future’ was the world’s most awarded commercial last year, the Gunn Report indicates. The ad by Wieden + Kennedy Amsterdam is also the most decorated commercial in the report’s 13 years. The ad stars Real Madrid’s Ronaldo and Manchester United striker Wayne Rooney. In joint second place was Heineken ‘The Entrance’, also by W+K Amsterdam, and T-Mobile’s ‘Welcome Back’ by Saatchi & Saatchi London.
Old Spice Body Wash’s ‘Questions/Boat’ by Wieden+Kennedy, Portland was in fourth spot, with Google Chrome ‘Speed Tests’ BBH/Google Creative Lab, New York and VW Passat’s ‘The Force’ by Deutsch LA/Lowe & Partners in Los Angeles sharing fifth place. The other main winners from last year were:
The most awarded print ads and campaigns
China has the winner for the first time ever. A brilliantly art directed creation – Samsonite Suitcases • Heaven And Hell (JWT Shanghai)
2. FedEx • Neighbours campaign (DDB Brasil, Sao Paulo)
3. Harvey Nichols • Accessories Required campaign (Y&R Dubai)
4= Decode Bing with Jay-Z • Decode Bing with Jay-Z (Droga5, New York)
4= Land Rover • Passport Stamps (RKCR/Y&R, London)
The most awarded digital
“The Man Your Man Could Smell Like”, having conquered in film in 2010, takes top spot with Old Spice Body Wash “Responses” campaign (Wieden+Kennedy, Portland).
2. Zenith Independent Band • Sour/Mirror (Masashi Qanta Saquoosha Hiroki,Tokyo)
3= Google Chrome • Speed Tests (BBH/Google Creative Lab, New York)
3= Mini Countryman • Mini Getaway Stockholm (Jung von Matt, Stockholm)
5. Uniqlo • Uniqlo Luck Line (Dentsu, Tokyo)
The most awarded All Gunns Blazing
A three-way tie for top of the All Gunns Blazing table (our name for integrated, innovative, titanium et al) – Decode Jay-Z with Bing (Droga5, New York), Concert Hall Dortmund • Concert Milk (Jung von Matt, Hamburg) and the entire integrated Old Spice campaign.
4= Nike • Write The Future (Wieden+Kennedy, Amsterdam/AKQA, London)
4= WWF • Save As WWF (Jung von Matt, Hamburg)
The most awarded countries
The US won with the second-highest score ever. Australia has its best ever ranking in sixth place with 31 more points than its previous best score. Indonesia makes it in for the first time, taking the number of countries ever to appear in the top 25 up to 38.
2. UK
3. Brazil
4. Argentina
5. Germany
The most awarded advertisers
Nike wins with the highest points total in the last 12 years, relegating previous ten times winner Volkswagen to second spot.
3. Google
4. Old Spice
5. WWF
The most awarded production companies
@radical.media (New York, LA, Sydney, Berlin) tops the table for the first time, relegating MJZ, winner for the last 5 years, down to 4th.
2. Independent/Anonymous@Independent (London)
3. Smuggler (New York, Los Angeles, London)
4. MJZ (New York, LA, London)
5. Stink / Stink Digital (London, Berlin, Paris)
The most awarded director
Director of Nike’s ‘Write The Future’, Alejandro Gonzalez Inarritu, was the clear winner in the director’s table.
2. Chris Milk
3. Thanonchai Sornsriwichai
4. Henry Alex-Rubin
5. Fredrik Bond
The most awarded agency
One and the same network takes the first two places for the first time ever. It’s a network with 20 times fewer offices than the rest. At number one is Wieden+Kennedy Amsterdam and number two is Wieden+Kennedy (Portland). Wieden+Kennedy in London and Tokyo made the top 50.
3. AlmapBBDO Sao Paulo, most awarded print agency
4. Del Campo Nazca Saatchi & Saatchi Buenos Aires, highest ever ranking
5. Jung von Matt (Hamburg, Berlin, Dortmund, most awarded agency in AGB
The most awarded digital agency
The share of total points going to specialist digital agencies, versus mainstream agencies, has declined from 54 per cent in 2008 and 2009 to 22 per cent in 2011. There was a three-way tie for the No 1 ranking – AKQA (London), BBH (New York) & R/GA (New York).
4. Wieden+Kennedy (Portland)
5. Dentsu (Tokyo)
The most awarded agency network
Rankings one to four are the same for the third year in a row. BBDO notched up 55 more points than second placed DDB, with only six points separating second to fifth. In the 13 years of The Gunn Report, DDB has topped the networks table twice, Leo Burnett and TBWA once each, and BBDO all the other nine times.
2. DDB
3. Ogilvy
4. Leo Burnett
5. Wieden+Kennedy
The tables in full, along with commentaries and all the winning work, as well as the 100 commercials appearing on the year’s showreel, are available to view at www.gunnreport.com.
The book of The Gunn Report and Showreel of The Year will be available early next month and will include the results of the Gunn Report for media 2011.
