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Warc has rolled out its 'Creative 100' list for 2023.
The annual ranking is produced by combining the results of the global and regional creative award shows of 2023.
Oreo's #BringBack2011 by Leo Burnett Mumbai ranked 31st among the most-awarded campaigns for creativity, while Leo Burnett Mumbai led APAC as the world's 8th most-awarded creative agency in 2023.
The campaign sought to combine the nation’s passion for cricket with the insight that cricket fans are highly superstitious and would go to any lengths to help India win. #BringBack2011 set out to make Indians believe that their actions could play a part in India bringing home the 2022 Cricket World Cup, by harking back to India’s 2011 victory.
Ujjivan Small Finance Bank's 'Shagun Ka Lifafa' by McCann Mumbai is 36th on the list. The campaign set out to intervene in a culturally relevant manner to drive change so as to empower women towards financial equality.
SOS Children's Villages' Chatpat by FCB Chicago / FCB Gurgaon / Kinnect Mumbai followed closely behind at 37th place. The campaign for an NGO for orphaned children in India generated donations to its cause by recreating iconic Indian adverts featuring children that the charity helps. The campaign recreated the commercials shot for shot but featured the children playing in the streets, appealing to nostalgia and creating empathy for the children’s lives.
Ranked 40th is Whisper's 'The Missing Chapter' by Leo Burnett Mumbai, a campaign launched by the hygiene brand with an aim to end the 'culture of silence' around schoolgirls’ first periods.
Unilever's 'Smart Fill' by VML Commerce Mumbai came in 76th place. For the campaign, Unilever installed Smart Fill Stations in supermarkets in India to create awareness of refills as a sustainable shopping alternative, convince the right audience to switch, drive preference for Smart Fill refills over pre-packaged products and achieve a long-term increase in sales.
India is the eighth most-awarded country in 2023, as against its rank of 7th in the last edition of the report. The USA tops the list.
Ogilvy tops the list of the world's most-awarded networks for creativity, while WPP is the most awarded holding company for creativity.
Anheuser-Busch InBev tops the most-awarded advertiser list while Unilever is second.
Amy Rodgers, head of content, WARC Creative, said, “The WARC Creative 100 are league tables of the best of the best campaigns and the companies behind and for them. They provide the ideal opportunity for the industry to reflect and be inspired by the great body of work produced and how creativity is a driver, not only of differentiation but for change."
The WARC Creative 100 Ranking can be viewed in full here.
