Gunn 100: ‘Meet Graham’ world’s best creative campaign

‘Meet Graham’, the advertising campaign that depicted what a human would have to look like to withstand a low speed crash, has been ranked the world’s best creative campaign in this year’s Gunn 100 report.

The annual Gunn Report is the global index of creative excellence in advertising and annually ranks the top 100 creatively awarded advertising ideas of 2017 – regardless of their communication discipline – and the companies behind them.

The rankings, which include the top creative agencies, agency networks, holding companies, brands, advertisers and countries, are compiled by analysing the results of more than 40 of the world’s most important international, regional and national creative awards shows.

The ‘Meet Graham’ advertising campaign, which was created by Clemenger BBDO Melbourne for Australia’s Transport Accident Commission, was one of four BBDO campaigns represented in the top ten. McCann New York’s ‘Fearless Girl’ claimed second prize with third place going to Pedigree’s humorous ‘Child Replacement Programme’ campaign in New Zealand, created by Colenso BBDO Auckland.

4Creative London was the only UK representative in the top 10 with its ‘We’re the superhumans’ campaign for the Channel 4 Paralympics (below).

It was a similar story for BBDO in the world’s best creative agencies with four of its agencies listed in the top ten and AlmapBBDO São Paulo topping the most creative agencies leader-board for the fourth time in the 19 years of Gunn Report. BBDO New York was second and London agency adam&eveDDB were the UK’s sole representative in fourth place.

For the first time, Gunn Report included a ranking of holding companies based on their creative output. Omnicom took the honours in poll position followed by WPP in second and Interpublic Group in third place.

In the world’s best creative brands category, Nike bounced back from 12th position last year to take first place with Volkswagen and IKEA, second and third respectively.

In other categories, German multinational Volkswagen Group won the most creative advertiser, whilst it was no surprise to see the USA retain its crown as the world’s most creative country, with the UK taking the runners up prize.