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Rankings

The Gunn rankings are the annual worldwide league tables for the advertising industry – they show which brands, agencies and countries are excelling at creativity in advertising.

  • See the highest-rated ads since 1999, click through to the creative work plus credits.
  • Find the top-rated agencies, networks, brands and countries for each year.
  • Read commentaries from some of the best creatives in the business.
Justino - Night Shift

Commercial or Film Campaign of the Year

Justino – Night Shift

Advertiser Loterias Y Apuestas Del Estado
Agency Leo Burnett (Madrid)

Last year, 'No Bigger Prize Than Sharing' sold more lottery tickets than ever before after six years decline. This year the heart-warming tale of 'Justino', a night guard in a mannequin factory, told in an animated short film plus social media stuff that won the Cannes Cyber Grand Prix 2016, capped that. Average Christmas lottery spend increased to an amazing $55.48 per Spaniard.

XBox - Tomb Raider

Print/Out of Home Ad or Campaign of the Year

Tomb Raider Survival Billboard

Advertiser Microsoft Xbox
Agency McCann (London)

During the biggest game launch period in history (with outdoor preferred medium due to news, impact, target reach), X-Box turned an advertising channel into an entertainment channel. On Survival Billboard in central London, 8 gamers faced blizzards, downpours, harsh winds and searing heat – all controlled by the public via a live stream. The winner lasted 22 hours. Average dwell time was 8 minutes (vs. 8 seconds for a regular billboard).

Burger King McWhopper

Digital Ad or Campaign of the Year
All Gunns Blazing Ad or Campaign of the Year

McWhopper

Advertiser Burger King
Agency Y&R New Zealand (Auckland)

In August 2015, Burger King, in an open letter in traditional and social media, invited McDonald's to collaborate in the creation of a 'McWhopper' to celebrate Peace Day. Though McDonald's demured, this kicked off a media storm, generating $144m. free coverage, and, most interestingly, per McKinsey & Co – a 40% increase in UN Peace Day awareness.

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