NEW YORK Cadbury’s Dairy Milk “Gorilla” by Fallon in London was the most awarded commercial in the world in 2008, according to The Gunn Report, a global ranking of winners compiled from the major annual industry awards shows.
BBDO in New York was named the most awarded agency, primarily for the performance of its HBO “Voyeur” campaign, which was ranked the third most honored campaign in the report’s interactive category. Fallon, London, placed second and DDB, London, third.
BBDO was the most awarded agency network, followed by Leo Burnett and DDB
The second most awarded commercial was Epuron’s “Power of Wind” by Nordpol, Hamburg, Germany, followed by Skoda Fabia’s “Cake” and Sony Bravia’s “Play-Doh,” both from Fallon, London, which tied for third place.
The most awarded print ad/campaign was Tide Ultra’s “Stains Don’t Stand a Chance” campaign from Saatchi & Saatchi, New York. Ogama Ventilating Fan’s “Cook/Smoke/Incense” by Lowe Bangkok, Thailand, and WWF’s “Tree” from Ogilvy & Mather, Bangkok, tied for second place.
For the first time this year, the report included a category called “All Gunns Blazing” that combines all the awards shows’ integrated and mixed-media recognitions such as the Cannes Titanium Lion. The WWF “Earth Hour” project, which turned the lights off in Sydney, Australia, to raise awareness about global warming, by Leo Burnett, Sydney, took the top honor in the category, followed by Microsoft Xbox 360’s “Believe” campaign for Halo 3 from McCann Worldgroup, T.A.G. and AKQA, San Francisco, and Burger King’s “Whopper Freakout” by Crispin Porter + Boguksy, Miami.
The most awarded interactive was Uniqlo’s “Uniqlock” by Projector, Toyko, followed by the California Milk Processor Board’s “Get the Glass” from Goodby, Silverstein & Partners, San Francisco, and HBO’s “HBO Voyeur” by BBDO.
Crispin topped the list of most awarded interactive agencies,” followed by FarFar, Stockholm, Sweden, and Goodby, Silverstein & Partners, San Francisco.
The U.S. was the most awarded country, followed by Great Britain and Argentina.
Sony and Volkswagen tied for most awarded advertiser.
MJZ of London, Los Angeles and New York was the most awarded production company, and Thanonchai Sornsrivichai of Phenomena, Bangkok, was the most awarded director.
The Gunn Report was calculated based on the results of the top 39 shows for TV and cinema, 20 print competitions, 20 for interactive and 16 for mixed/integrated media.
The full report can be viewed at www.gunnreport.com.