Kantar has revealed the winners of its 2024 Creative Effectiveness Awards, celebrating the top TV, Digital/Social, Print/Outdoor and AI-tested ads globally.
The awards are built on the perspectives of consumers worldwide, with 1.97 million consumers engaging in Kantar ad testing globally last year
The winners’ showcase ads that consumers found the most impactful among the thousands that Kantar tested in 2023. The results provide insights into what drives ad effectiveness and the creative techniques used by the world’s best advertisers to build connections with consumers.
To celebrate the fifth year of the awards, Kantar has expanded its Digital/Social and TV categories to include 15 winners each, and, for the first time, are awarding creative quality evaluated by its AI-based ad testing.
LINK AI is a powerful, AI-based solution for testing digital and TV advertising, trained with consumer insight, and backed by Kantar’s LINK+ database of over 260,000 ads.
Manaswita Singh, Chief Growth Officer, Middle East for Kantar said, “We’re so excited to see a brand from Middle East featuring as one of the most creative and effective ads in the global rankings. The ‘What is NEOM’ ad is a testament of building a campaign on insights directly coming in from the digital world. Using Google search, through Kantar’s Dx analysis, we uncovered the questions that people were asking about NEOM in various contexts.
“This helped in developing the creative idea – instead of just giving the answer to the question, people from all over the world were actively encouraged to ask more questions in the film, making them curious to find more about it. The campaign was a huge success. NEOM brand searches increased by over 3X year-over-year and by 40 per cent month-over-month. On top of that, understanding of ‘what is NEOM’ increased by 4X and positive sentiment rose by 26 percentage points, which is 3X the industry benchmark”.
Top creative and effective ads of 2023
The best creative across Digital/Social, TV and Print/Outdoor comes from a diverse range of brands, categories and markets. It highlights the power of using creativity to build meaningful connections with consumers:
Digital/Social
- USA, Kahlúa, 15s Gasp feat. Salma Hayek, Wieden+Kennedy
- China, LEGO, LEGO Trademark Campaign China, The LEGO Agency
- United Kingdom, Timberland, This is Not a Boot – Video UK, INDUSTRY
Print/Outdoor
- Billboard, United Kingdom, HSBC, Cost of Living, VML
- DOOH, United Kingdom, Heineken®, H150 Product Misuses – DOOH, LePub
- Billboard, China, adidas, adidas SS23 Climacool KV (GCA Local), HYPEMAKER China
TV
- South Africa, Heineken, H150 Whateverken – TVC, Le Pub
- UK & Ireland, Cadbury, Yours For 200 Years/Yours Always, VCCP
- Brazil, Samsung, Neo QLED 2023_More wow than ever_BR, BBH
Tested by LINK AI
- Facebook, UK, Dettol, Your laundry has something to tell you, Reckitt’s In-House Agency – Energy Studios
- TV, USA, Nissan, Nissan ARIYA “Dualities” TM FF 2, NissanUnited (TBWA\Chiat\Day)
- YouTube, India, Aashirvaad, Hua Kya, (in house production)
Jane Ostler, EVP, Global Thought Leadership, Kantar, said: “Advertising has the power to drive brand growth if it’s creative and effective. One of the top priorities for CMOs is to predispose more people to their brand.
“When people are predisposed, they are clear on what a brand means to them and how it stands out from the others. Our award-winning ads are a real showcase of creativity harnessed in support of commercial goals, and demonstrate what it looks like when marketers take digital advertising seriously and optimise their creative at scale.”
