According to AdForum’s Business Creative Report, which ranks the world’s most awarded brands, agencies, and campaigns by business sector, fast-food giant Burger King was the most awarded brand of 2020.
The report covers eight categories: Automotive, Food & Beverages, Health & Beauty, Luxury, Financial, Retail, Tech and Transport & Tourism. The results of every major awards show are compiled in the analysis.
While some shows were canceled in 2020, the BCR incorporated the results of more than 20 different events, including the D&AD, The Epica Awards, the One Show, New York Festivals, White Square.
This year’s report shows that Burger King was the most awarded brand in 2020. Its “Moldy Whopper” – from INGO Stockholm, David Miami and Publicis – outperformed every other campaign across all awards shows.
It dominated the Food & Beverage and Retail sectors. The trio behind it were the most awarded “agency” due to the success of the decaying burger.
In Automotive, Volvo’s cause-related E.V.A. Initiative retains the top slot, yet the more recent “Small Escape” from BMW, a cinematic drama-driven tale, comes in at number two.
According to the report, the Health & Beauty category bears little resemblance to last year’s results, perhaps due to the influence of the pandemic, with the “Courage Is Beautiful” campaign from Dove and Ogilvy – praising front line medical workers – taking the top spot.
In the Luxury sector, the highest spot is occupied by Lacoste and its agency BETC, while premium automotive brands Volvo, BMW and Mercedes jostle for the remaining places.
The Finance top five has also changed from last year. Apart from MasterCard’s “Astronomical Sales” at number one, the most awarded ads tend to be purpose-driven.
The purpose-driven trend made itself felt again in the Transport & Tourism sector. Rising to the top slot is the “Go Back to Africa” campaign from Black & Abroad and FCB/Six, which turned a racist slur on its head to encourage African American travelers to visit Africa.
Ranking at number two, Russia’s S7 Airlines with agency TutkovBudkov rebranded as “Siberia” to draw attention to raging forest fires in the region.
While the Tech category features plenty of cause-related work – at the number one spot is “Changing The Game for the Xbox from McCann New York, which makes the gaming device more accessible for kids with disabilities.
Apple is at number two with “Bounce,” from TBWA\Media Arts Lab. Tinder with the interactive adventure “Swipe Night” created by 72andSunny came in at number 3e.
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