Creative executions from some of the campaigns which picked up major awards this year were, perhaps unsurprisingly, the videos that Warc's users chose to view the most often in 2009.

This year's IPA Effectiveness Awards Grand Prix winner, Morrisons, took first place, with an ad for its 'Let's Grow' movement, fronted by celebrity gardener, Diarmuid Gavin.

The XBox Halo 3 'Believe' campaign was another Grand Prix winner, this time from the APG Creative Strategy Awards, and clocked up the second greatest number of views.

Häagen-Dazs' call to save the honey bee took a Jay Chiat Gold Award and produced the third most popular video, while George Clooney proved his pulling power to put a Euro Effie-winning Nespresso advert in fourth place.

Also picking up a Grand Prix in its home country, RSPCA Australia took a new approach to advertising and showed people the darker side of animal protection, with the related creative, linking animal cruelty and domestic violence, being the fifth most played video of 2009.

Data sourced from Warc