The Gunn Report, created in 1999 by Donald Gunn, is based on a simple idea: combining the winners' lists from all of the world’s renowned advertising contests in order to identify the most awarded new work worldwide each year in all the major categories.
By Dannos Tsakalos, Marketing Manager, Thinkdigital Group
What has Thinkdigital have to do with the report that has caught on as the “official” measure of competitive excellence for the Advertising industry? No, we were not among the winners –we are not an ad agency, remember? However, since the 2012 Gunn Report has just been released, we thought that it would be timely and interesting to remember the campaigns that grabbed the most pieces of “silverware” last year.
We are digital thinkers, so, rather predictably, we’ll focus on the ones that triumphed in the Digital category!
That said, let’s all applaud “The Bear” by BETC Paris, which not only topped the list in Film but also took the prize as the most awarded commercial in the 14 year history of The Gunn Report! I am sure you’ve seen it already, but it’s totally worth spending 79 seconds.
The more you watch such cases of creative brilliance, the more inspired you become, so let’s move on.
And the Digital winners are…
- Intel’s "The Museum of Me” by Projector, Tokyo, which enabled users to create and explore a visual archive of their life, topped the list!
Whereas, tied in the 2nd place, we find the following campaigns:
- Google Chrome’s “All Is Not Lost” by another Japanese agency, Hakuhodo, Tokyo
- Philips’ “Obsessed With Sound” by Tribal DDB Amsterdam
and... US State Department’s “Slavery Footprint” by Muh-Tay-Zik/Hof-fer (check them out, they have a cool site).
According to Donald Gunn, “2012 has got to go down as one of the strongest years in TGR ever. And he must be right, judging by the sheer quality in strategy and execution that was evident in the campaigns rounding out this year’s Top 5 in Digital:
… another Cannes favourite, Chipotle’s “Back To The Start” by Creative Artists Agency, Los Angeles, which depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future…
… “The CNN Ecosphere” by Heimat Berlin
… and Skittles’ “Touch The Rainbow” by BBDO Toronto.
So, which campaign was your favourite? Which was the one that inspired you the most and you could watch over and over again?
(The tables in full, along with commentaries and all the winning work are available to view at The Gunn Report online - www.gunnreport.com.)