AdForum
Business Creative Report

The Most Creative Campaigns, Brands
and Agencies in Retail

 
Consumers can be reached via many different media, but sometimes a heart-warming film does the job.

OK, it has to be said that the most award-winning ad in this sector couldn’t be more digital. After all, it involved invading…sorry, “entering”…people’s homes via voice recognition. Kudos to DAVID in Miami for that brainwave. Elsewhere, though, ads for John Lewis, Intermarché, Waitrose, Monoprix and H&M all relied on the magic of film and the human touch. Talking of humanity, IKEA went as far as naming its products after relationship glitches (and suggesting them as potential solutions). Perhaps least expectedly of all, print made a comeback, with posters you could cook and an edgy nocturnal vision of Bangkok.

Most awarded
campaigns, brands &
agencies in
Retail in 2017

Most awarded
campaigns, brands and
agencies in
Retail in 2017

CAMPAIGNS

Brand, Title, Agency
1
DAVID, Miami
2
Leo Burnett Toronto
3
adam&eveDDB, London
4
Åkestam Holst /NoA, Stockholm
5
Romance, Paris
6
adam&eveDDB, London
7
ROSA PARIS
8
TBWA\Thailand, Bangkok
9
TBWA\Thailand, Bangkok
10
adam&eveDDB, London

BRANDS

Brand

AGENCIES

Name
1 TBWA\Thailand, Bangkok
2 DAVID, Miami
3 adam&eveDDB, London
4 Y&R Dubai, Dubai Media City
5 HeimatTBWA\, Berlin

Watch

TitleGoogle Home of the Whopper
Agency
Campaign Google Home of the Whopper
Advertiser Burger King
Brand Whopper
PostedJune 2017
Business Sector Restaurants & Fast Food
Media Type Digital
Length
Chief Creative Officer
Creative Director
Associate Creative Director
Associate Creative Director
Art Director
Copywriter
Production Company Producer
Business Affairs Manager
Account Planner
Account Planner
Account Director
Account Supervisor
Account Supervisor
Account Executive
Production
Director
Executive Producer
Director of Photography (DOP)
Production Company Producer
Editing Company
Editor
Assistant
Production Company Producer
Artist
Colorist
Lead Marketing Communications
Head of Brand Marketing
Junior Art Director
Managing Director, Head of Account Services
Junior Copywriter
TitleIKEA: Cook This Page
Agency
Campaign IKEA: Cook This Page
Advertiser IKEA
Brand IKEA Canada
PostedJune 2017
Business Sector Drugstores, Specialty Stores
Story The Ikea Cook This Page recipe series was created to show people that getting creative in the kitchen can be deliciously easy. Recipe posters were placed in Ikea stores across Canada so customers could take them home and get inspired.The recipes were printed on parchment cooking paper. People filled in the blanks with the relevant ingredients, rolled the page, cooked it, and then sat down to eat! The ingredient blanks were perfectly sized to let users see how much sauce or salt or chive to add. Each recipe incorporated Ikea food and kitchen items.
Media Type Case Study
Length
Chief Creative Officer
Creative Director
Group Creative Director
Group Creative Director
Art Director
Copywriter
Designer
Graphic Artist
Agency Producer
Agency Producer
Agency Producer
Agency Producer
Agency Producer
Photographer
Videographer
Editor
Account Director
Account Director
Account Supervisor
Chief Strategy Officer
Group Planning Director
Title#BusterTheBoxer
Agency
Campaign #BusterTheBoxer
Advertiser John Lewis
Brand John Lewis
Date of First Broadcast/Publication 2016 / 11
Business Sector Department Stores, Supermarkets
Media Type Television
Length
Soundtrack One Day I’ll Fly Away
Post Production
Media Agency
Director
Production Company
Advertising Manager
Advertising Manager
Chief Creative Officer
Executive Creative Director
Executive Creative Director
Copywriter
Art Director
Chief Strategy Officer
Managing Director
Business Director
Account Director
Account Manager
Production Company Producer
Account Director
Production Company Producer
Director of Photography (DOP)
Production Manager
Line Producer
Special Effects / VFX
Special Effects / VFX
Colorist
TitleRetail Therapy
Agency
Campaign Retail Therapy
Advertiser IKEA
Brand IKEA
Date of First Broadcast/Publication 2016 / 12
Business Sector Drugstores, Specialty Stores
Media Type Digital
Length
TitleL'amour l'amour
BriefOn a shopping trip to French supermarket with his mates, a young man is smitten by one of the cashiers. She looks alarmed by his choice of junk food, so over the coming weeks he tries to impress her by stocking up on vegetables and fresh fruit. As his diet changes, he becomes quite the gourmet. Arriving at the supermarket full of hope, he sees that she’s not at her regular seat. He is crestfallen – until his pal spots her, waiting outside. The sweethearts ride off together. The romantic song "L'amour, l'amour" by Marcel Mouloudji plays a key role in this spot about a young man who changes his diet so he can win the heart of a supermarket cashier.
Agency
Campaign L'amour l'amour
Advertiser Intermarché
Brand Intermarché
Date of First Broadcast/Publication 2017 / 3
Business Sector Department Stores, Supermarkets
Tagline We all have a good reason to eat better every day.
Story The creative idea is to tell the story of a young man who lives in corent with his buddies and who changes completely his diet (nutrition) and that of his friends because he fell in love with a charming cashier. He wants to prove her that he is no longer a simple teenager expert of unhealthy eating, but well and truly a young responsible adult.
Media Type Television
Length
Soundtrack Mouloudji "L'amour, l'amour, l'amour"
President
Executive Creative Director
Strategy Director
Art Director
Art Director
Copywriter
Copywriting
Managing Partner
Chef de Publicité
TV Production
Post Production
Directrice Marketing
Adhérent Marketing
Responsable Communication Externe
Adhérente Communication Externe
Chef de Projet Communication Externe
Réalisatrice
Production
Production Son
TitleComing Home
Agency
Campaign Coming Home
Advertiser Waitrose
Brand Waitrose
PostedApril 2017
Business Sector Department Stores, Supermarkets
Media Type Television
Length
Production Company
Chief Creative Officer
Executive Creative Director
Executive Creative Director
Director
Production Company Producer
Editing Company Trim
Creative Team
Creative Team
Post Production
TitleLabel of Love
Agency
Campaign Label of Love
Advertiser Monoprix
Brand Monoprix
Date of First Broadcast/Publication 2017 / 5
Business Sector Department Stores, Supermarkets
Tagline (original language) Au coeur de votre vie depuis 85 ans
Story French people are familiar with the amusing labels on goods from Monoprix stores. Here, a young boy cuts them up and turns them into messages for a girl he's got a crush on at school. She's obviously touched, but one day she disappears. Years later, at college, he see her again, and immediately dashes off to Monoprix. Better "latte" than never.

Boy meets girl. Boy falls in love. Boy sends letters declaring his love. French retailer Monoprix puts its own spin on a classic love story, using the play-on-words, tongue-in-cheek slogans printed on its packaging. These jokes have become a beloved part of French pop culture over the years, making this TV spot really hit home for French audiences. So does love win? The viewers are left to decide: the brand created 13 alternate endings on a dedicated site.
Media Type Television & Cinema
Length
Brand Director
Strategic Planning Director
Copywriter
Art Director
Marketing Director
Strategy Director
Chief Creative Officer
Chief Creative Officer
Associate Director
TV Production
Strategic Planner
Communications Director
Marketing Manager
Account Director
Account Manager
Sound Production
Post Production
Production Company
Director
TitleLoving Bangkok Night 1
Agency
Campaign LOVING BANGKOK NIGHT
Advertiser McDonald's
Brand McDonald's
Date of First Broadcast/Publication 2016 / 10
Business Sector Restaurants & Fast Food
Media Type Print
Chief Creative Officer
Executive Creative Director
Creative Director
Art Director
Copywriter
Art Director
Copywriter
Agency Producer
Business Director
Account Executive
Photographer
Retoucher
TitleLoving Bangkok Night 5
Agency
Campaign LOVING BANGKOK NIGHT
Advertiser McDonald's
Brand McDonald's
Date of First Broadcast/Publication 2016 / 10
Business Sector Restaurants & Fast Food
Media Type Print
Chief Creative Officer
Executive Creative Director
Creative Director
Art Director
Copywriter
Art Director
Copywriter
Agency Producer
Business Director
Account Executive
Photographer
Retoucher
TitleCome Together by Wes Anderson
Agency
Campaign Wes Anderson's H&M Christmas Ad
Advertiser H&M
Brand H&M
Date of First Broadcast/Publication 2016 / 11
Business Sector Apparel & Accessories Stores
Media Type Web Film
Length
Production Company
Actor / Celebrity
Executive Creative Director
Executive Creative Director
Agency Producer
Managing Director
Account Director
Account Director
Production Company
Executive Producer
Executive Producer
Production Company Producer
Director of Photography (DOP)
Director
Editing Company Final Cut
Editor
Post Production
Post Production
Special Effects / VFX
Music Supervision
Music Supervision
Audio Post Production Factory
Sound Designer
Audio

All rankings

Automotive

AUTOMOTIVE

Finance

FINANCE

Food & Beverages

FOOD & BEVERAGES

Health & Beauty

HEALTH & BEAUTY

Luxury

LUXURY

Retail

RETAIL

Transport & Tourism

TRANSPORT & TOURISM