BETC’s ‘The Bear’ for Canal+ and Wieden+Kennedy in the US top Gunn Report’s 2012 creative winners


Here’s the list (and commentary) of 2012’s gongtastic winners from The Gunn Report.

The Most Awarded Commercials in The World in 2012

Canal+ • The Bear (BETC, Paris) tops the Film table and also takes the prize as 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 & Campaigns in The World in 2012

Samsonite Suitcases • Heaven And Hell (JWT Shanghai) became the first ever ad to top the table two years in a row. It is now the most awarded Print ad in the 14 year history of The Gunn Report.

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 in The World in 2012

Intel • The Museum of Me (Projector, Tokyo) created absorption without end for the self absorbed to top the table. The second time Projector has topped the table (also for Uniqlo in 2008).

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 Most Awarded All Gunns Blazing in The World (‘titanium’-type, future-facing stuff) in 2012

The winner in this table, Amex’s ‘Small Business Gets An Official Day’ (CPB Boulder, Colorado), obliged the US Senate to vote in a new and permanent Official Day in the national’s calendar.

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)

The Most Awarded Countries in The World in 2012

The USA wins again. Australia has its best ever ranking in third place. A total of 58 countries scored at least one point. Tunisia makes it in for the first time, taking the number of countries ever to appear in the Top 25 up to 40.

2. UK

3. Australia

4. Japan

5= Argentina

5= Brazil

The Most Awarded Advertisers in The World in 2012

Top three were the same as last year but in a different order. Volkswagen go back to the top for the 11th time in 14 years. Both Coca-Cola and Mercedes-Benz had their highest ever ranking.

2. Google

3. Nike

4. Coca-Cola

5. Mercedes-Benz

The Most Awarded Production Companies in The World in 2012

MJZ (Los Angeles) back at the top for the seventh time.

2. Soixan7e Quin5e (Paris)

3. Rattling Stick (London, Los Angeles)

4= Nexus (London)

4= Primo (Buenos Aires)

4= Propaganda (Tunis)

The Most Awarded Director in The World in 2012

Director of ‘The Bear’, Matthijs van Heijningen is the clear winner in the director’s table.

2. The Glue Society (Australia, UK)

3. Nico&Martin (Argentina)

4= Johnny Kelly (UK)

4= Tom Kuntz (USA)

The Most Awarded Agency in The World in 2012

Wieden+Kennedy (Portland, New York) move up from second last year to 1st in 2012. Three of the top five have previously been first.

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)

The Most Awarded Agency in Digital in The World in 2012

First time winner from Japan – Hakuhodo (Tokyo)

2= AlmapBBDO (Sao Paulo)

2= R/GA (New York)

4= DDB / Tribal DDB (Amstelveen)

4= Party Inc (Tokyo)

The Most Awarded Agency Network in The World in 2012

Rankings one to four are the same for the fourth year in a row. DDB closed the gap on BBDO who won for the seventh year consecutive year. In the 14 years of The Gunn Report, DDB has won in the networks table twice, Leo Burnett and TBWA once each. And BBDO all the other ten times.

2. DDB

3. Ogilvy

4. Leo Burnett

5. Y&R (highest ever ranking)

“2012 has got to go down as one of the strongest years in TGR ever”, says Donald Gunn. “There is so much awesome work clustered at the top end of our four tables for the ads, not just for sheer magic in execution but also thanks to brilliant, daring and differentiating strategies. In Film alone ‘The Bear,’ ‘Three Little Pigs,’ Chipotle’s ‘Back To The Start’ and ‘Dads In Briefs’ would all have been worthy Cannes Grand Prix winners in a normal year.”

The tables in full, along with commentaries and all the winning work (as well as the 100 commercials appearing on the Showreel of The Year) are available to view at The Gunn Report online.

The book of The Gunn Report & Showreel of The Year 2012 will be available in early March and will include the results of The Gunn Report for Media 2012. It can be pre-ordered online now.

Phew! Bit of a plug for The Gunn Report but it saves us all a lot of work. In hindsight (although everyone always moans that ads ain’t what they used to be) 2012 was indeed a vintage year.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.