Having a successful advertising campaign is quite an achievement to reach the objectives of a business, whether it is to publicize a service or product, generate more sales or create a positive feeling from the audience towards the brand. He WARC Average 100 is a ranking that classifies the most internationally awarded campaigns and media agencies of the year. This year, two campaigns carried out by Spanish agencies entered the top: “Stuck in the ’90s”campaign Ikea created by agencies McCann Madrid, Vizeum Madrid, and Ymedia Wink iProspect Madrid; and “The hardest”campaign Domino’s Pizza created by Arena Media Madrid.
To compile the ranking, WARC follows the results of media festivals around the world such as Cannes Lions, Festival of Media, Effies, M&M Awards, WARC Media Awards, El Ojo Iberoamericano, IAB MIXX Awards Europe or Smarties EMEA. To evaluate advertising campaigns and determine which are the most effective, the information, strategy and analysis that drive effective investment in media are taken into account.
Top 10 most popular campaigns and agencies in the world:
PHD San Jose / OMD San Jose – Costa Rica. “Break of Silence” campaign, for INLesco. Havas Dubai – United Arab Emirates. “Beyond The Surface – Liquid Billboard” campaign, for Adidas. EssenceMediacom Singapore / Gray Tokyo – Japan. “Versus” campaign, for SK-II. Essence Mediacom New York – USA. “Fintropolis” campaign, for Ally. Essence Mediacom Sydney – Australia. “#catsinboxes” campaign, for Whiskas. Mindshare Stockholm – Sweden. “Discover the Originals” campaign, for Visit Sweden. Essence Mediacom New York – USA. “Vaccine Readiness” campaign, for Model Walgreens. DDB Sydney / PHD Sydney – Australia. “The Ad Break Championship” campaign, for GTI Hijack Volkswagen. PHD London – United Kingdom. Campaign «The ad break we never expected to be in», for British Heart Foundation. Wavemaker Mumbai – India. “Not Just a Cadbury Ad” campaign, for Cadbury.
The hardest – Sand
In the WARC Media 100 ranking, Arena Media Madrid is ranked number 54 in the ranking with its campaign “The hardest”for Dominos Pizza. Furthermore, it is about the only Spanish agency present in the Top 100 Agenciesbeing located in position 43.
The campaign was created in 2021 when the content creator Ibai Plains and your project partners ibailand, Raven, BarbeQ Werlyb and Ander, they decided create your own pizza Domino’s and named it “Toughest”.
Ibai Llanos gave the scoop on his channel twitch where shared the experience live who lived as a pizza maker for a day at a Domino’s Pizza location. During the live, they showed how each of the content creators reacted and then praised the pizza that they themselves had created.
“We want to see photos when you order the pizza, hashtag #LaMásDura, we want to see the pizza in action,” said the youtubers.
Stuck in the ’90s – McCann, Vizeum and Ymedia Wink iProspect
In position number 40 are the agencies McCann Madrid, Vizeum Madrid and Ymedia Wink iProspect Madrid with their advertising campaign for Ikea entitled “Stuck in the 90’s”. This campaign was not about a commercial or a collaboration with influencers, but about a reality show.
On the occasion of celebrating the brand’s 25th anniversary, the main objective of the program was to show Ikea’s innovations since its arrival in 1996, which have managed to transform Spanish homes.
Six contestants lived together for four days in a house set in the 90’s. There they faced everyday situations that were commonplace when they were born, but were completely unknown to them until then, such as sleeping with blankets instead of a duvet or dealing with the lack of organization solutions in the kitchen drawers.
The reality show had 8 episodes that were broadcast on the brand’s website and on its YouTube channel. The winner of the contest received 3,000 euros to equip his home with items from Ikea.
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