Among the campaigns, the first place went to “Avatar in disguise”, created for the French children’s welfare association L’Enfant Bleu by Havas Sports & Entertainment Paris.
Warc has just released the ranking in which it analyzes the campaigns, agencies and the most awarded advertisers at festivals around the world throughout 2021. Among the campaigns, the first place went to “Avatar in disguise”, created for the French association of L’Enfant Bleu children’s well-being by Havas Sports & Entertainment Paris, a result that also placed the association as the most awarded brand.
The action took advantage of the impact power of the Fortnite game and created a disguised avatar, which allowed children to trust the character and speak out about their concerns about abuse. The impact of the campaign made the French government start working on solutions to transform video games into a new space for identifying children who are victims of violence.
Second place was taken by “Dogvertising” for Pedigree, created by MediaCom Zagreb and Go2Digital Zagreb. The campaign delivered personalized advertising using DOOH technology based on dog detection.
And the third was the media that ‘eats’ pollution for Volkswagen. Created by PHD, the action was developed to promote VW’s first all-electric vehicle, the ID.3. In it, the creatives decided to paint OOH ads using a unique air-purifying paint.
agencies
Among the agencies, the most awarded, according to Warc, was MediaCom New York. He has had five campaigns well placed in the top 100 for Ally, Uber, Walgreens and Duracell. Mindshare Shanghai ranked second, with eight campaigns ranked among the top 100; and PHD London took third place on the podium with two campaigns.
In the branch network division, Minshare came out on top, with seven operating units in the top 50. MediaCom and PHD Worldwide took second and third place, respectively.
Another segmentation of Warc’s analysis, considering communication holdings, shows that the WPP group maintained its leadership, followed by Omnicom and Interpublic.
advertisers
Unilever confirmed the favoritism and took first place for the third year in a row. The brewing giant AB InBev, moved up one spot and took second place. Third is the New Zealand government, which has consistently featured in the Media 100 rankings for the past two years.
