THE FAST FOOD GIANTS MAKE THEIR MARK BUT THE TOP SLOT GOES TO A WITTY USE OF TECH.
McDonald’s and Burger King appear in the top five with campaigns that are entirely different in conception, but have the “fun” factor in common. Burger King’s offering is one of two films here – the other being Penny’s widely admired “The Rift’ – an increasingly rare occurrence these days as case studies and digital activations tend to edge them out. While Back Market used technology to brilliant effect, a simple sticker, one of the simplest media of them all, also charmed juries.
McDonald’s and Burger King appear in the top five with campaigns that are entirely different in conception, but have the “fun” factor in common. Burger King’s offering is one of two films here – the other being Penny’s widely admired “The Rift’ – an increasingly rare occurrence these days as case studies and digital activations tend to edge them out. While Back Market used technology to brilliant effect, a simple sticker, one of the simplest media of them all, also charmed juries.
Most awarded
campaigns, brands &
agencies in
Retail in
2023
Most awarded
campaigns, brands and
agencies in
Retail in
2023
CAMPAIGNS
BRANDS
| Brand | ||
|---|---|---|
| 1 |  |
McDonald's |
| 2 |  |
Burger King |
| 3 |  |
IKEA |
| 4 |  |
BackMarket |
| 5 |  |
Penny |
AGENCIES
| Name | ||
|---|---|---|
| 1 |  |
Marcel, Paris |
| 2 |  |
Serviceplan Germany, Munich |
| 3 |  |
DAVID, Madrid |
| 4 |  |
Leo Burnett Group Manila |
| 5 |  |
Leo Burnett Middle East & North Africa, Dubai |
Watch
1. Back Market / Hack Market (eng)
| Title | Hack Market (eng) |
| Agency | Marcel |
| Campaign | High tech – Low impact |
| Advertiser | Back Market |
| Brand | Back Market |
| Posted | July 2022 |
| Business Sector | Online Retail, E-store |
| Story | On Earth Day, April 22, 2022, and to help people change their minds, Back Market and its Paris-based agency Marcel (part of Publicis Groupe) took our last chance to convince those who were about to buy a new device. Say hello to Hack Market. An operation in which we used Apple's own technology, AirDrop, to broadcast our messages inside the temples of new tech: the Apple Store, directly on Apple's best sellers: iPhones, iPads and MacBooks. The operation took place in 6 different stores in Europe (Paris, Berlin and London), letting each customer know that there is a more ecological and cheaper way to consume technology, by buying the same model, but refurbished at Back Market. A way to turn iPhones into a brand-new medium to promote an alternative consumption model. |
| Media Type | Case Study |
| Length | |
| President | Pascal Nessim |
| Executive Creative Director | Youri Guerassimov |
| Copywriter | Antonin Jacquot |
| President | Charles Georges-Picot |
| Technology Team | Christophe Serret |
| Art Director | Vincent Boursaud |
| Motion Graphics Artist | Julien Taillez |
| Art Director | Hugo Wahledow |
| Copywriter | Claudia Illan |
| Associate Director | Sébastien Jauffret |
| Account Director | YANI OUKID |
| Technology Team | Edouard Danesse |
| Technology Team | Lotfi Harrabi |
| Copywriter | Aurel Cablan |
| Motion Graphics Artist | Vincent Iweins |
| Social Media Manager | Calliste Garrabos |
| Managing Director | Benjamin Taïeb |
| Executive Creative Director | Valéry du Peloux |
| Director | Guillaume Talvas |
| Editor | Julien Hannedouche |
| Project Manager | Flavie Parize |
| Traffic Team | Mélanie Coupey |
| Traffic Team | Laurène Ametowoglo |
| Creative Director | Clément Séchet |
| Producer | Valéry du Peloux |
| Producer | Sixtine Busetti |
| Strategy Lead | Thomas Cléret |
| Copywriter | Alexandre Dodille |
| Art Director | Céleste Nessim |
| Post Production | ADF L’atelier |
2. Penny / The Rift
| Title | The Rift |
| Agency | Serviceplan Germany |
| Campaign | The Rift |
| Advertiser | PENNY |
| Brand | Penny |
| Date of First Broadcast/Publication | 2022 / 11 |
| Business Sector | Department Stores, Supermarkets |
| Story | Covid, migration, the energy crisis … During the last few years many topics turned into irreconcilable differences – resulting in deep rifts, which even affected friends and families. While every opinion is important, they should never divide us. At Christmas the grocery store PENNY also tends to the emotional needs of its customers. At our stores, all opinions, people and their disputes meet. PENNY is the neighborhood market that stands for closeness and community. So, this year’s Christmas message speaks from the heart of the brand. We turned a typical apartment building into a reflection of a divided society and dive into all the recent hot topics, as we see opinions clash – resulting in emotional rifts between the residents and physical rifts in the building. The biggest challenge was to create authentic and relatable scenes. We wanted to avoid superficial box-ticking of current societal divisions. It was hard to give each sequence the complexity and truth they deserved. Additionally, we wanted to keep the discussions open, we didn’t want to decide, what’s “wrong” or “right”. This not what the film is about. In the film we relive the last few years of dividedness in only four minutes, climaxing in the sentence: “Can we talk?”. We experienced isolation, many difficult topics and stress, making us forget to gift each other a little bit more understanding – not only for Christmas. With this simple but often not easy solution we touched millions across the country. After a few days we hit 20 Mio. views and counted 43.000 interactions. We received loads of positive feedback such as “this should be a message from the government” or “as every year right on point of the Zeitgeist”. The community also recognizes themselves and admits: “It’s time to reach out to each other and talk.” |
| Media Type | Television |
| Length | |
| Production Company | Neverest GmbH & Co. KG |
| Production Company | Anorak Film GmbH |
| Director | Seb Edwards |
| Director of Photography (DOP) | Kasper Tuxen |
| Production Designer | Kave Quinn |
| Costume | Fritzi Ngenci |
| Supervisor | Adi Popescu |
| Supervisor | Stephen Grasso |
| Executive Producer | Christoph Petzenhauser |
| Production Company Producer | Björn Krüger-Levy |
| Production Service Company | Icon Films |
| Managing Director | Christoph Everke |
| Managing Partner | Michael Jager |
| Creative Director | Moritz Dornig |
| Creative Director | Matthias Schuster |
| Copywriter | Katharina King |
| Account Manager | Alessia Scheffler |
| Account Director | Frederike Striegel |
| Account Manager | Marén Echtermeyer |
| Executive Producer | Aisha Blackwell |
| Production Company Producer | Jennifer Meisels |
| Advertising Manager | Stefan Görgens |
| Advertising Manager | Marcus Haus |
| Advertising Manager | Werner Hesse-Quack |
| Advertising Manager | Thomas Raupach |
| Advertising Manager | Friederike Pater |
3. McDonald’s Philippines / The Unbranded Menu
| Title | The Unbranded Menu |
| Agency | Leo Burnett Group Manila |
| Campaign | The Unbranded Menu |
| Advertiser | McDonald’s |
| Brand | McDonald’s Philippines |
| Date of First Broadcast/Publication | 2022 / 12 |
| Business Sector | Restaurants & Fast Food |
| Media Type | Web Film |
| Length | |
| Creative Team | Raoul Panes |
| Creative Team | Jason Williams |
| Creative Team | Adriano Matos |
| Creative Team | Carl Urgino |
| Creative Team | Rey Tiempo |
| Creative Team | Brian Lumanog |
| Creative Team | Chary Chu |
| Creative Team | Paolo Roa |
| Creative Team | Sofia Tawasil |
| Creative Team | Stephanie Tan |
| Creative Team | Chili Ramon |
| Account Manager | Judy Medina |
| Account Manager | Earl Dorado |
| Account Manager | Sabrina Urbano |
| Social Media Team | Jarmaine Sotto |
| Social Media Team | Earl John Diaz |
| Social Media Team | Hans Cabuyao |
| Social Media Team | Gianne Nuguit |
| Public Relations | Carol Battad |
| Public Relations | Marco Sandiong |
| Public Relations | Lorenzo Manguiat |
| Public Relations | Joaquin Espiritu |
| Public Relations | Lendl Fabella |
4. Makro / Life Extending Stickers
| Title | Life Extending Stickers |
| Agency | Grey Colombia |
| Campaign | Life Extending Stickers |
| Advertiser | Makro |
| Brand | Makro |
| Posted | June 2023 |
| Business Sector | Department Stores, Supermarkets |
| Media Type | Case Study |
| Length | |
| Chief Creative Officer | Javier Campopiano |
| Chief Creative Officer | Diego Medvedocky |
| Chief Creative Officer | Juan Posada |
| Executive Creative Director | Juan Cárdenas |
| Creative Director | Andrés Núñez |
| Designer | Han Lin |
| Chief Creative Officer | Jorge Serrano |
| Executive Creative Director | Sebastián Benítez |
| Copywriter | Juliana Daza |
| Art Director | Vanesa Sánchez |
| Designer | William Hernández |
| Account Director | Diana Espitia |
5. Burger King / Even More Confusing Times
| Title | Even More Confusing Times |
| Agency | DAVID |
| Campaign | Even More Confusing Times |
| Advertiser | Burger King |
| Brand | Burger King |
| Date of First Broadcast/Publication | 2022 / 4 |
| Business Sector | Restaurants & Fast Food |
| Philosophy | Is an eco-friendly black Friday purchase good for the planet or not good at all? Should you delete a message that is wrong or send the wrong message by deleting it? Is Max a dog’s name or boy’s name? The world just keeps getting more and more… confusing. Created by DAVID Madrid, this timely sequel to the acclaimed Confusing Times campaign brings our world’s confusion and contradictions to the next level, because Burger King also brought their plant-based menu to the next level, with the addition of new plant-based chicken nuggets. |
| Media Type | Digital |
| Length | |
| Global Chief Creative Officer | Pancho Cassis |
| Global Chief Operating Officer | Sylvia Panico |
| Global PR Director | Sandra Azedo |
| Executive Creative Director | André Toledo |
| Executive Creative Director | Saulo Rocha |
| Creative Director | Sébastien Rouvière |
| Creative Director | Fred Bosch |
| Associate Creative Director | Ana Martín |
| Associate Creative Director | Pedro Sattin |
| Copywriter | David Krueger |
| Copywriter | Sébastien Rouvière |
| Art Director | Pedro Sattin |
| Head of Production | Alejandro Falduti |
| Head of Account Management | María García-Herranz |
| Group Account Director | Lucila Mengide |
| Account Supervisor | Irene León |
| Account Executive | Sebastian Gancarz |
| Strategy Director | Patricia Urgoiti |
| Senior Strategist | Marc Escrig |
| Chief Brand Officer | Antonio Brandao |
| Advertising Manager | Sabrina Ferretti |
| Advertising Manager | Iwo Zakowski |
| Advertising Manager | Andrea Beer |
| Advertising Manager | Paco Recuero |
| Advertising Manager | Borja Moya |
| Photo Studio | WEARESICARIOS |
| Photographer | Nixon Freire |
| Executive Producer | João Luz |
| Assistant | Renan Moraes |
| Assistant | Kao Moraes |
| Operations | Lindin Lima |
| Retoucher | Ricardo Moreira |
| Music | PICKLE MUSIC |
| Music Director | Alexis Estiz |
| Music Director | Sebastián Merlín |
| Music Composer | Alexis Estiz |
| Music Composer | Sebastián Merlín |
| Music Composer | Pablo Díez |
| Sound Design and Mix | PICKLE MUSIC |
| Executive Producer, Music | Olivia López |
| Performer | Nuno Barbosa |
| Performer | Miguel Ángel Jenner |
| Performer | Edward Robinson |
6. McDonald's / Happy Ramadan (Film)
| Title | Happy Ramadan (Film) |
| Agency | Scholz & Friends Group |
| Campaign | Happy Ramadan |
| Advertiser | McDonald's |
| Brand | McDonald's |
| Date of First Broadcast/Publication | 2023 |
| Business Sector | Restaurants & Fast Food |
| Story | McDonald's focuses all its communication on the extraordinary temptation of its food. But during Ramadan, McDonald’s Germany made an exception. To show respect and support for the Muslim community, we only advertised tempting and delicious food after the sun set, the time when Muslims break their fast. |
| Media Type | Outdoor/Out of Home |
| Length | |
| Chief Creative Officer | Matthias Spaetgens |
| Executive Creative Director | Jens-Petter Waernes |
| Copywriter | Paolo Bartalucci |
| Art Director | Matteo Pozzi |
| Art Director | Wanslez Quaresma |
| Art Director | Sarah Ibrahim |
| Art Director | Francesca Montrucchio |
| Agency Producer | Axel Döpner |
| Managing Director | Jens-Petter Waernes |
| Managing Director | Christian Kroll |
| Art Buyer | Miriam Wieners |
| Managing Director | Steffen Behrends |
| Strategic Planner | Victor Kisbye-Hansen |
| Agency Account Team | Bilge Alp Yildirim |
| Agency Account Team | Katharina Otzen |
| Photographer | Torsten Roman |
7. Kinokuniya / Time To Read
| Title | Time To Read |
| Agency | Saatchi & Saatchi Dubai |
| Campaign | Time To Read |
| Advertiser | Kinokuniya Bookstores |
| Brand | Kinokuniya |
| Date of First Broadcast/Publication | 2022 |
| Business Sector | Drugstores, Specialty Stores |
| Media Type | Case Study |
| Length | |
| Chief Executive Officer (CEO) | Bassel Kakish |
| Chief Creative Officer | Sébastien Boutebel |
| Executive Creative Director | Gautam Wadher |
| Creative Director | Alok Mohan |
| Senior Art Director | Eduardo Cesar |
| Senior Designer | Joao Xavier |
| Chief Strategy Officer | Tahaab Rais |
| Head of Agency | Ramzi Sleiman |
| Business Director | Karim ElKari |
| Production Company | Prodigious MEA |
| Chief Executive Officer (CEO), Production | Sami Saleh |
| Production Operation Lead | Myriam Abi Wardeh |
| Executive Producer | Naji Bechara |
| Producer | Carmel Missilmany |
| Director of Photography (DOP) | Issam Saadane |
| Content Producer | Nicole Jane Ho |
| Music Composer | Jordiel Biniek |
| Music Composer | Daniel Dalla Corte |
| Sound Designer | Icaro Guedes |
| Project Manager | Matheus de Moraes Gugelmim |
| Music / Sound Design | Vox Haus Music |
| Sound Designer | Cassio Machado |
| Motion Designer | Lucas Fuse |
| Strategic Planner | Mapaul Manalo |
| Advertising Manager | Steve Jones |
| Production Company | la Manufacture Paris |
8. KFC / Anything for the Taste
| Title | Anything for the Taste |
| Agency | Ogilvy South Africa |
| Campaign | Anything for the Taste |
| Advertiser | KFC |
| Brand | KFC |
| Date of First Broadcast/Publication | 2022 |
| Business Sector | Restaurants & Fast Food |
| Media Type | Digital |
| Length | |
| Production Company | Romance Films |
| Editing Company | Deliverance Cap Town |
| VFX Company | Chocolate Tribe |
| Sound | Sterling Sound |
| Casting | Mrs Davies |
| Post Production | Chocolate Tribe |
| Director | Greg Gray |
| Executive Producer | Helena Woodfine |
| Line Producer | Shannon McDougall |
| Cinematography | Adam Bentel |
| Art Director | Will Boyes |
| Costume | Bridget Baker |
| Head of Research | Maghiel Van Dorssen |
| Creative Chairman | Pete Case |
| Chief Creative Officer | Kabelo Moshapalo |
| Executive Creative Director | Peter Little |
| Executive Creative Director | Safaraaz Sindhi |
| Creative Director | Chantelle Dos Santos |
| Art Director | Naledi Manama |
| Senior Copywriter | Abas Rashid |
| Senior Copywriter | Mahlako Mojapelo |
| Group Managing Partner | Greg Pfuhl |
| Senior Account Director | Cindy Booysen |
| Head of Integrated Production | Debbie Dannheisser |
| Strategist | Neo Makhele |
| Strategist | Gabi Bernstein |
| Strategist | Qamani Nyewe |
| Strategist | Dimpho Khola |
| Advertising Manager | Grant Macpherson |
| Advertising Manager | Samantha Redman |
| Advertising Manager | Kim Bryden |
| Editor | Ricky Boyd |
| VFX Artist | Jean DuPlessis |
| Music Licensing | Marc Algranti |
| Sound Engineer | Lorens Persson |
| Singer/Songwriter | Billy Stewart |
| Actor / Celebrity | Rendani Mufamadi |
| Cast | Zingi Mtuzula |
| Cast | Tawanda Maramwidze |
| Cast | Sidwell Ralitsoele |
| Cast | Shannon Williams |
| Cast | Caryn Africa |
| Cast | Ciara Ongansie |
| Cast | Lizanne Peters |
| Cast | Dean Van Der Ventel |
| Cast | Charlene Le Roux |
| Cast | Lebo Berole |
9. B&Q / Flip
| Title | Flip |
| Agency | Uncommon Creative Studio |
| Campaign | Flip |
| Advertiser | B&Q |
| Brand | B&Q |
| Date of First Broadcast/Publication | 2022 / 5 |
| Business Sector | Drugstores, Specialty Stores |
| Media Type | Television |
| Length | |
| Production Company | Pulse Films |
| Editing Company | Tenthree |
| VFX Company | Electric Theatre Collective |
| Post Production | Electric Theatre Collective |
| Sound Design Company | Factory Studios |
| Director | Oscar Hudson |
| Executive Producer | James Sorton |
| Executive Producer | Lucy Kelly |
| Director of Photography (DOP) | Jess Hall |
| Production Designer | Dan Betteridge |
| Editor | Ellie Johnson |
10. Robinson Salesation / The Air Drummer
| Title | The Air Drummer |
| Agency | Wolf BKK |
| Campaign | Air Drummer |
| Advertiser | Robinsons |
| Brand | Robinson Salesation |
| Date of First Broadcast/Publication | 2023 / 3 |
| Business Sector | Department Stores, Supermarkets |
| Media Type | Television |
| Length | |
| Deputy Executive Creative Director | Nopharit Dusadeedumkoeng |
| Chief Creative Officer | Torsak Chuenprapar |
| Creative Group Head | Woottipong Lamangthong |
| Copywriter | Anin Sriurairatana |
| Copywriter | Yarinda Ketjumpol |
| Art Director | Kanyaporn Longprasert |
| Managing Director | Phannika Vongsayan |
| Business Director | Chonlatid Saenghiran |
| Communications Director | Thosaporn Kaewnurachadasorn |
| Communications Manager | Benchawan Ngamjiradawong |
| Agency TV Producer | Chanapat Srabua |
| Production Company | Happy Ending Film |
| Director | Nawapol Thamrongrattanarit |
11. Magazine Luiza / Lu From Magalu
| Title | Lu From Magalu |
| Agency | Ogilvy Brazil |
| Campaign | Lu From Magalu |
| Advertiser | Magazine Luiza |
| Brand | Magazine Luiza |
| Posted | June 2022 |
| Business Sector | Department Stores, Supermarkets |
| Media Type | Social Media |
| Production Company | Alok |
| Sound Production | Comando S Áudio |
| Production Company | OAK Filmes |
| Agency | DPZ&T |
| Media | Rede Globo |
12. Mercado Livre / The Best-seller Constitution
| Title | The Best-seller Constitution |
| Agency | Gut |
| Campaign | The Best-seller Constitution |
| Advertiser | Mercado Livre |
| Brand | Mercado Livre |
| Date of First Broadcast/Publication | 2022 |
| Business Sector | Online Retail, E-store |
| Media Type | Case Study |
| Length | |
| Executive Creative Director | Bruno Brux |
| Executive Creative Director | Murilo Melo |
| Creative Director | Rapha Borges |
| Creative Director | Tiago Abreu |
| Designer | Matheus Franzoni` |
| Managing Director | Valeria Barone |
| Head of Account Management | Alessandra Visintainer |
| Regional Account Director | Natalia Noya |
| Account Director | Raphaela Guillen |
| Account Manager | Guilherme Moliterni |
| Account Supervisor | Carlos Barnabé |
| Head of Strategy | Amanda Agostini |
| Strategy Director | Rafael Trevisan |
| Strategy Manager | Bruno Facundes |
| Strategist | Angel Pinheiro |
| Head of Content | Patrícia Moura |
| Content Strategy Manager | Bruce Vital |
| Head of Media & Data | Douglas Silveira |
| Media Director | Dennis Grassi |
| Media Manager | Laura Cardeal |
| Media Coordinator | Alinne Lopes |
| Media Assistant | Dayanne Verissimo |
| Head of Operation | Mariane Goebel |
| Awards Manager | Francine Aoki |
| Head of Production | Júlia RAMOS |
| Senior Editor | César Macedo |
| Motion Graphics | Christian Viana |
| Advertising Manager | Thais Souza Nicolau |
| Advertising Manager | Nathalia Cavalcante Teixeira |
13. Burger King / Charles III – The Burger King
| Title | Charles III – The Burger King |
| Agency | Grabarz & Partner |
| Campaign | Charles III – The Burger King |
| Advertiser | Burger King |
| Brand | Burger King |
| Date of First Broadcast/Publication | 2023 / 4 |
| Business Sector | Restaurants & Fast Food |
| Story | During his state visit we made King Charles III our brand ambassador and testimonial.We offered him something he's been waiting for over 50 years: a royal crown. We redesigned our most important brand asset - our Burger King cardboard crown - intricately and in every detail, so that it resembled the real St Edwards crown. While the whole world watched the King's state visit, we handed out our crowns to waiting fans. Thanks to our unique design especially for this occasion, everyone loved to wear our crown which made great visuals for PR and Social Media. The grand finale: the handing over of the crown to the monarch. The moment when the king was offered the crown was captured by press and spread on numerous channels around the world and on social media. Burger King became a dominant part of the coverage and Charles became our brand ambassador. |
| Media Type | Promotion & Event |
| Length | |
| Chief Creative Officer | Felix Fenz |
| Chief Strategy Officer | Bastian Goldschmidt |
| Executive Creative Director | Julijus Rebic |
| Client Services Director | Wolf Bockelmann |
| Account Director | Denise Ewald |
| Creative / Production | Axel Leyck |
| Creative Director | Robin Seufert |
| Creative Director | Nicolas Berg |
| Art Director | Nils Strothoff |
| MOTION DESIGN | Johanna Fastenau |
| MOTION DESIGN | Anindito Waskito |
| Photographer | Tim Schulz |
| Content Creator | Tim Schulz |
| Photographer | Tim Gänsler |
| Content Creator | Tim Gänsler |
| Creative Services Manager | Christoph Heller |
| Strategist | Jacoba Möser |
| Data | Vincent Wilmink |
| Data | Andrew Santos |
| Photographer | Jörg Carstensen |
14. Ikea / The Troll
| Title | The Troll |
| Agency | Rethink Communications Inc. |
| Campaign | Bring Home to Life |
| Advertiser | IKEA |
| Brand | Ikea |
| Date of First Broadcast/Publication | 2023 / 1 |
| Business Sector | Drugstores, Specialty Stores |
| Story | In this film, we tell the mythical story of a grumbling troll who works as a toll booth collector and lives under a dark, damp bridge. When a young boy takes an interest in the troll and offers an IKEA lamp to brighten up his living space, things begin to change. Together, they transform the space into a bright and cozy home. In the end, it’s more than the Troll’s home that's improved, as we see him go from a sad lonely troll to a happy one. And as the boy and the troll enjoy the comfortable space, the long-tormented villagers above are finally free to cross the troll’s bridge. |
| Media Type | Digital |
| Length | |
| Sound Design Company | Vapor Music Group |
| Chief Creative Officer | Aaron Starkman |
| Advertising Manager | Johanna Andrén |
| Director | Nick Ball |
| Puppet Lead | Martin Pec |
| Media Agency | Carat |
| Global Chief Creative Officer | Aaron Starkman |
| Chief Creative Officer | Mike Dubrick |
| Creative Director | Caroline Friesen |
| Creative Director | Robbie Percy |
| Copywriter | Robbie Percy |
| Art Director | Caroline Friesen |
| Group Account Director | Kiara Wilson |
| Director of Broadcast Production | Shelby Spigelman |
| Director of Broadcast Production | Nadya MacNeil |
| Senior Producer | Andrew Schulze |
| Senior Producer | Chantel Brinkman |
| Production Company | OPC |
| Production Company | Division Films |
| Director of Photography (DOP) | Daniel Voldheim |
| Production Designer | Marco Puig |
| VFX Producer | Emma Hertz |
| Special Effects / VFX | Peter Smith |
| Colorist | Alex Bickel |
| Colorist | Color Collective |
| Executive Producer | Claudia Guevara |
| Music Director | Ted Rosnick |
| Credits | Justin Chan |
| Chief Strategy Officer | Sean McDonald |
| Strategy Director | Jay Fleming |
| Account Director | Megan Christopher |
| Account Supervisor | Erica Francis |
| Executive Integrated Producer | Jessica Long |
| Producer | Harland Weiss |
| Set Design | Donna Irvine |
| Post Production | Nimiopere |
| Editor | Graham Chisholm |
| Executive Producer | Julie Axell |
| VFX Company | House of Parliament |
| Audio Design | Kat Stewart |
| Photography Studio | Wunderkamera |
| Photographer | Ernest Winczyk |
| Executive Producer | Krzysztof Wiecek |
| Builder | Martin Pec |
| Integrated Production | William Cranor |
| Executive Integrated Producer | Terri Winter |
| Producer | Max Brook |
15. IKEA / SMÅGÖRA cot
| Title | SMÅGÖRA cot |
| Agency | DAVID |
| Campaign | Proudly Second Best |
| Advertiser | IKEA |
| Brand | IKEA |
| Date of First Broadcast/Publication | 2023 / 5 |
| Business Sector | Drugstores, Specialty Stores |
| Philosophy | IKEA has become a household destination for its affordable, functional and stylish home furnishing products and solutions that caters to every member of the family. While stylish designs is the top choice for parents seeking practical solutions for their child’s bedroom or playroom, Al-Futtaim IKEA’s latest campaign, ‘Proudly the Second Best’, focuses on how children would rather spend time with their parents giving second place to their bedroom. While celebrating the unique bond between parents and their kids, the retailer highlights its vast children’s collection and proudly embraces the second-best place in a household. In a natural and homey environment, the campaign features top selling products: the ANTILOP Highchair, BOLMEN Step Stool and the SMÅGÖRA cot, left aside by kids in favour of their parents. This campaign is the result of a collaboration between Al-Futtaim IKEA, DAVID Madrid, and INGO Hamburg. Carla Klumpenaar, General Manager - Marketing, Communication, HF and Retail Design in UAE, Qatar, Egypt and Oman at Al-Futtaim IKEA expressed her gratification with the partnership, stating, “humility is a value that lives in the heart of our brand. Placing parents as the first choice for their children reflects this core belief. It doesn't matter if we are second only to the parents, we are actually proud of it. Through this campaign, we hope to spread this brand value and celebrate parenthood across several channels.” With its commitment to affordability, the brand has made it possible for families to create comfortable and functional living spaces that promote children's development and creativity. Al-Futtaim IKEA's home furnishing range designed for children is a testament to the brand's commitment to making everyday life better for families. |
| Media Type | Television |
| Length | |
| Market | Germany |
| Agency | INGO, DAVID |
| Agency | INGO Hamburg |
| Global Chief Creative Officer | Pancho Cassis |
| Global Chief Creative Officer | Tobias Ahrens |
| Global Chief Operating Officer (COO) | Sylvia Panico |
| Chief Creative Officer | Saulo Rocha |
| Group Creative Director | David Krueger |
| Creative Director | Tomás O’Gorman |
| Senior Copywriter | Ricky Solano |
| Senior Copywriter | Fernando Montero González |
| Senior Art Director | Gonzalo Arica |
| Senior Art Director | Nicolás López Bravo |
| Head of Account Management | María García-Herranz |
| Global Account Director | Annie Muñoz González |
| Global PR Director | Sandra Azedo |
| Approval Client | Carla Klumpenaar |
| Approval Client | Salama Ahmed |
| Approval Client | Dina al Sahhar |
| Approval Client | Oman Binita Roychowdhury |
| Production Company | Sal Gorda |
| Director | Michelle Cassis |
| Director of Photography (DOP) | Andy Pulido |
| Executive Producer | Juanjo Goìmez |
| Producer | Noelia lobo |
| Production Director | Rubeìn Subirats |
| Production Art Director | Baìrbara Gil |
| Production Art Director | Miguel Junquera |
| Stylist | Paola Boch |
| Post Production | Full Fiction |
| Color Grade Company | GradePunk |
| Sound | The Lobby |
| Photographer | Alberto Escudero |
| Photographer | Oscar Calleja |
| Photographer | Ricardo Moreira |
16. IKEA / Proudly Second Best High Chair
| Title | Proudly Second Best High Chair |
| Agency | DAVID |
| Campaign | Proudly Second Best |
| Advertiser | IKEA |
| Brand | IKEA |
| Date of First Broadcast/Publication | 2023 / 5 |
| Business Sector | Drugstores, Specialty Stores |
| Philosophy | IKEA has become a household destination for its affordable, functional and stylish home furnishing products and solutions that caters to every member of the family. While stylish designs is the top choice for parents seeking practical solutions for their child’s bedroom or playroom, Al-Futtaim IKEA’s latest campaign, ‘Proudly the Second Best’, focuses on how children would rather spend time with their parents giving second place to their bedroom. While celebrating the unique bond between parents and their kids, the retailer highlights its vast children’s collection and proudly embraces the second-best place in a household. In a natural and homey environment, the campaign features top selling products: the ANTILOP Highchair, BOLMEN Step Stool and the SMÅGÖRA cot, left aside by kids in favour of their parents. This campaign is the result of a collaboration between Al-Futtaim IKEA, DAVID Madrid, and INGO Hamburg. Carla Klumpenaar, General Manager - Marketing, Communication, HF and Retail Design in UAE, Qatar, Egypt and Oman at Al-Futtaim IKEA expressed her gratification with the partnership, stating, “humility is a value that lives in the heart of our brand. Placing parents as the first choice for their children reflects this core belief. It doesn't matter if we are second only to the parents, we are actually proud of it. Through this campaign, we hope to spread this brand value and celebrate parenthood across several channels.” With its commitment to affordability, the brand has made it possible for families to create comfortable and functional living spaces that promote children's development and creativity. Al-Futtaim IKEA's home furnishing range designed for children is a testament to the brand's commitment to making everyday life better for families. |
| Media Type | Billboard |
| Length | |
| Market | Germany |
| Agency | INGO, DAVID |
| Agency | INGO Hamburg |
| Global Chief Creative Officer | Pancho Cassis |
| Global Chief Creative Officer | Tobias Ahrens |
| Global Chief Operating Officer (COO) | Sylvia Panico |
| Chief Creative Officer | Saulo Rocha |
| Group Creative Director | David Krueger |
| Creative Director | Tomás O’Gorman |
| Senior Copywriter | Ricky Solano |
| Senior Copywriter | Fernando Montero González |
| Senior Art Director | Gonzalo Arica |
| Senior Art Director | Nicolás López Bravo |
| Head of Account Management | María García-Herranz |
| Global Account Director | Annie Muñoz González |
| Global PR Director | Sandra Azedo |
| Approval Client | Carla Klumpenaar |
| Approval Client | Salama Ahmed |
| Approval Client | Dina al Sahhar |
| Approval Client | Oman Binita Roychowdhury |
| Production Company | Sal Gorda |
| Director | Michelle Cassis |
| Director of Photography (DOP) | Andy Pulido |
| Executive Producer | Juanjo Goìmez |
| Producer | Noelia lobo |
| Production Director | Rubeìn Subirats |
| Production Art Director | Baìrbara Gil |
| Production Art Director | Miguel Junquera |
| Stylist | Paola Boch |
| Post Production | Full Fiction |
| Color Grade Company | GradePunk |
| Sound | The Lobby |
| Photographer | Alberto Escudero |
| Photographer | Oscar Calleja |
| Photographer | Ricardo Moreira |
