According to a report by AdForum, the most creative awards last year went to German retailer Penny's "Price Packs" campaign.
The "Price Packs" campaign by German retail chain Penny, which displayed the price of goods directly on the packaging of its private labels, was the most acclaimed campaign of last year. This is according to AdForum's Business Creative Report.
AdForum's report covers a total of nine categories, from automotive, finance, food, health and beauty to luxury and retail, and takes into account the results of more than 40 industry competitions around the world, including Cannes Lions, Epica Awards, Golden Drum and Clio Entertainment.
"'Price Pack' started as a campaign for a German discount chain, but it appealed to people and juries around the world," comments Alex Schill of Serviceplan, the agency behind the Penny campaign, on the "victory".
The campaign also reflects one of last year's trends in creative communication, which was to focus advertising on the product itself. In addition to Penny, Axa Insurance took this approach in its "Three Words" campaign by Publicis Conseil, which focused on a new financial product created to protect victims of domestic violence.
Amazon, in turn, had Benedict Cumberbatch read real customer reviews in its "Five Star Theatre" campaign.
Another notable trend last year was the blending of communication with culture. For example, L'Oréal, together with AMC Network and the McCann Paris agency, created the documentary "The Final Copy of Ilon Specht".
Heineken, in collaboration with Le Pub and Publicis Dublin, founded the Pub Museums initiative, which seeks to protect traditional Irish pubs from closure by turning them into virtual museums.
The full AdForum's Business Creative Report can be found here.
Source: mediaguru.cz
