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Gunn Report 2012: The bear rules


Posted by Creative Review, 31 January 2013, 10:24    Permalink    Comments (2)

The Bear, the hilarious commercial for French TV channel Canal + by agency BETC, was the most awarded TV commercial of the past year according to The Gunn Report which compiles lists of the most-awarded ads worldwide during the previous 12 months.

This year's report reveals that the top five commercials of 2012 were:


1.Canal+ The Bear (BETC, Paris) which is the most awarded commercial in the 14 year history of The Gunn Report.

2. BGH Silent Air, Dads In Briefs campaign (Del Campo Nazca Saatchi & Saatchi, Buenos Aires)

3. Doritos Dips, Dip Desperado (AMV BBDO, London)

4. Chipotle, Back To The Start (Creative Artists Agency, Los Angeles)

5. John Lewis, The Long Wait (Adam&EveDDB, London)


The most awarded print ads and campaigns were:

1. Samsonite Suitcases, Heaven And Hell (JWT Shanghai) which, bizarrely, tops the table for the second year in a row.

2. Pictionary, Quick Draw Wins campaign (Ogilvy Malaysia, Kuala Lumpur)

3= Coca-Cola, #Cokehands (Ogilvy & Mather, Shanghai)

3= Ministry of Defence Colombia, Rivers of Light (Lowe-SSP3, Bogota)

5= The Sunday Times Rich List, Rich List 2012 (CHI & Partners, London)

5= Volkswagen Park Assist, Nightmare Spots campaign (DDB, Sydney)


The most awarded digital campaigns were:

1, Intel, The Museum of Me (Projector, Tokyo)

2= Google Chrome, OkGo  All Is Not Lost (Hakuhodo, Tokyo)

2= Philips, Obsessed With Sound (Tribal DDB, Amsterdam)

2= US State Department, Slavery Footprint (Muh-Tay-Zik/Hof-fer (San Francisco)

5= American Express, Small Business Gets An Official Day (CP+B, Boulder/Digitas, NY)

5= Chipotle, Back To The Start (Creative Artists Agency, Los Angeles)


5= CNN, The CNN Ecosphere (Heimat, Berlin)

5= Skittles, Touch The Rainbow (BBDO, Toronto)


The Gunn Report also has a category for integrated or innovative work which it calls "All Gunns Blazing". The most awarded work here was:

1 Amex's "Small Business Gets An Official Day" (see above).

2. National Australia Bank, Break Up (Clemenger BBDO Proximity, Melbourne)

3= Engagement Citoyen, The Return of Dictator Ben Ali (Memac Ogilvy Label, Tunis)

3= Mercedes-Benz F-Cell, The Invisible Drive (Jung von Matt, Hamburg)

5. Troy Public Library, Book Burning Party (Leo Burnett, Detroit)


Most awarded countries in the world:

1. USA
2. UK
3. Australia
4. Japan
5= Argentina
5= Brazil


Most awarded advertisers:

1. VW
2. Google
3. Nike
4. Coca-Cola
5. Mercedes-Benz


Most awarded production companies:

1. MJZ
2. Soixan7e Quin5e (Paris)
3. Rattling Stick (London, Los Angeles)
4= Nexus (London)
4= Primo (Buenos Aires)
4= Propaganda (Tunis)


Most awarded agency:

1. Wieden + Kennedy (Portland, New York)
2. Del Campo Nazca Saatchi & Saatchi (highest ever ranking)
3. BBH (London) (highest ever ranking)
4. AlmapBBDO (Sao Paulo)
5= Adam&EveDDB (London)
5= Dentsu (Tokyo / Fukuoka)


Most awarded agency in digital:

1. Hakuhodo (Tokyo)
2= AlmapBBDO (Sao Paulo)
2= R/GA (New York)
4= DDB / Tribal DDB (Amstelveen)
4= Party Inc (Tokyo)


Most awarded agency network:

2. DDB
3. Ogilvy
4. Leo Burnett
5. Y&R (highest ever ranking)


The Gunn Report uses a weighted points system to analyse the winners of the major advertising awards schemes around the world. More details here



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I find it strange that ads can be judged against ads in different cultures.

It's not a fair judging platform.

James Wallace
2013-01-31 13:28:02

This is a fantastic list of inspirational ads. However, I would have expected one of the multi-awarded Duval Guillaume Modem campaigns to be on this list! I mean, they were the 5th most awarded agency in the world at the Cannes Lions and in Eurobest they grabbed 3 Grand Prix and another 17 awards!
For a theme-related post on TGR's most awarded digital campaigns, check out this blog post:
2013-02-01 09:23:36

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