BBDO’s Share the Load, Last Words by Medulla Communications and Mindshare’s 6-Pack Band are in the global list of 15 cases
BestMediaInfo Bureau | Mumbai | March 8, 2017
The Gunn Report has released Cases for Creativity 2016, a round-up of the campaigns that have achieved the highest accolade in advertising by winning both a Cannes Gold Lion for creativity and a Gold Effie award for effectiveness. Cases for Creativity is an annual study by James Hurman, author and founder of innovation consultancy ‘Previously Unavailable.’
Three Indian cases are a part of the list – Last Words’ campaign by Medulla Communications, BBDO’s Share the Load and Mindshare’s 6-Pack Band. Representing the ultimate industry achievement, 15 campaigns accomplished such a feat in 2016. Six of the 15 cases are for commercial brands. The others are not-for-profit or corporate social responsibility campaigns.
James Hurman, Author, Cases for Creativity, said, “Two of this year’s group are retrospective effectiveness awards, acknowledging the success, over many years, of Old Spice and John Lewis. These feel like proper creative advertising. Campaigns that have taken two brands that by rights should have been as dull as dishwater, and made them transcend their natural order. Made leaders of them.”
“But looking at the other, more recent campaigns, I worry that we’re losing the ability to do that. We’re in danger of becoming overly seduced by anything that's trying to save the world. And our commercial campaigns look less like efforts to make brands transcendent and more like attempts to follow a fashion of being so real and authentic that we actually kind of avoid creativity,” he added.
Hurman further said, “While these campaigns can be disarming to the consumer, I’m not sure it's really creative. Most troubling, these campaigns all feel just a bit too similar. Like we've stopped awarding work that's different and started awarding work that's the same. As the gold Effies prove, these campaigns are effective, but we mustn’t lose the ability to set brands apart with big shiny ideas as we are in danger of losing the magic that creative agencies can add to brands.”
The Cases for Creativity 2016 are: