Australia’s Dumb Ways to Die ends UK/US dominance of Gunn Report creative rankings

Dumb Ways to DieDumb Ways to Die has dominated a ranking of the most awarded ad campaigns in the world in 2013.

The cartoon public safety ad for Melbourne Trains by McCann, which is the most viewed ad in the history of YouTube, is the Gunn Report’s most prized campaign ever.

It was the most awarded commercial and the most awarded digital campaign, and helped Australia leapfrog the UK for the first time to sit second in the Gunn Report behind the US.

Australia’s ‘Beer chase’ ad for Carlton Draught by Clemenger BBDO Melbourne was the third most awarded commercial.

Picture 15The only other campaign from Asia Pacific to feature in the Gunn Report’s top-five rankings was Ogilvy Shanghai’s #Cokehands for Coca-Cola which was the third most awarded print ad.

The agency behind Dumb Ways, McCann Melbourne, was the most awarded agency, an accolade shared with Wieden + Kennedy Portland, the agency for Nike, which was the most awarded client.

In the table of the most awarded networks, McCann secured its highest ever ranking – fifth.

The winners:

The Most Awarded Commercials in The World in 2013

  1. Metro Trains • Dumb Ways to Die (McCann Melbourne)
  2. Southern Comfort • Whatever’s Comfortable – Beach (Wieden+Kennedy, New York)
  3. Carlton Draught • Beer Chase (Clemenger BBDO (Melbourne)
  4. Axe • Susan Glenn (BBH, New York)
  5. Leica M Monochrom Camera • Soul (F/Nazca Saatchi & Saatchi, São Paulo)

The Most Awarded Print Ads & Campaigns in The World in 2013

  1. Expedia Travel • Luggage Labels campaign (Ogilvy & Mather, London)
  2. Harvey Nichols Sale • Pelicans (Y&R Dubai)
  3. Coca-Cola • #Cokehands (Ogilvy & Mather, Shanghai)
  4. Metro Trains • Dumb Ways to Die (McCann Melbourne)
  5. The Sunday Times Rich List • Rich List 2013 pool (CHI & Partners, London)

The Most Awarded Digital in The World in 2013

  1. Metro Trains • Dumb Ways to Die (McCann Melbourne)
  2. Nike+ Fuelband • Nike+ Fuelband (R/GA, New York)
  3. Adidas Neo • Window Shopping (TBWA\Helsinki)
  4. Google / Lego • Build With Chrome (M&C Saatchi/Mark, Sydney)
  5. The JFK Presidential Library & Museum • Clouds Over Cuba (The Martin Agency, Richmond VA)

The Most Awarded All Gunns Blazing in The World in 2013

  1. Hemoba/Vitoria FC • My Blood Is Red & Black (Leo Burnett Tailor Made, São Paulo) – the most awarded campaign ever in All Gunns Blazing.
  2. Metro Trains • Dumb Ways to Die (McCann Melbourne)
  3. Nike+ Fuelband • Nike+ Fuelband (R/GA, New York)
  4. Sports Clube de Recife • Immortal Fans (Ogilvy Brasil, São Paulo)
  5. Samsung Life Insurance • The Bridge of Life (Cheil Worldwide, Seoul)

The Most Awarded Campaigns Across Tables 1 – 4 in 2013

  1. Metro Trains • Dumb Ways To Die
  2. Hemoba/Vitoria FC • My Blood Is Red & Black
  3. Nike+ Fuelband • Nike+ Fuelband
  4. Dove • Real Beauty Sketches
  5. Australian Defence Force • Mobile Medic

The Most Awarded Countries in The World in 2013

  1. USA
  2. Australia
  3. UK
  4. Brazil
  5. France

The Most Awarded Advertisers in The World in 2013

  1. Nike (Either Nike or Volkswagen has topped the table every one of The Gunn Report’s 15 years. This year it was Nike’s turn.)
  2. Volkswagen
  3. Axe / Lynx
  4. Coca-Cola
  5. Google

The Most Awarded Production Companies in The World in 2013

  1. First time at the top of the Table for Biscuit Filmworks (London, New York, LA)
  2. Paranoid (Los Angeles, São Paulo)
  3. MJZ (London, LA, New York)
  4. Rattling Stick (London, Los Angeles)
  5. Henry de Czar (Paris)

The Most Awarded Director in The World in 2013

  1. Southern Comfort “Beach” (amongst many others) Director, Tim Godsall, is a clear winner.
  2. Ringan Ledwidge (UK, USA)
  3. Julian Frost (Australia)
  4. Tom Kuntz (USA)
  5. Steve Ayson (Australia, NZ, Thailand)
  6. Marcos Kothar (Brazil)

The Most Awarded Agency in The World in 2013

  1. A first time tie for first place – Wieden+Kennedy (Portland, New York) (who topped the table last year) and McCann (Melbourne) (first time in Top 50 table)
  2. AlmapBBDO (São Paulo)
  3. Ogilvy Brasil (São Paulo) (highest ever ranking)
  4. BBH (London)
  5. Clemenger BBDO (Melbourne & Sydney) (highest ever ranking)

The Most Awarded Agency in Digital in The World in 2013

  1. Second time at top for R/GA (New York)
  2. Forsman & Bodenfors (Gothenburg)
  3. McCann (Melbourne)
  4. AlmapBBDO (São Paulo)
  5. Wieden+Kennedy (Portland, New York)

The Most Awarded Agency Network in The World in 2013

  1. Rankings 1 to 4 are the same for the fourth year in a row but in a slightly different order. BBDO top the table for the eighth year straight.
  2. Ogilvy
  3. DDB
  4. Leo Burnett
  5. McCann (highest ever ranking)

The rest of the results are available on the Gunn Report’s subscription website.

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