Business Creative Report

The Most Creative Campaigns, Brands
and Agencies in Retail

 
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.

Most awarded
campaigns, brands &
agencies in
Retail in 2023

Most awarded
campaigns, brands and
agencies in
Retail in 2023

CAMPAIGNS

Brand, Title, Agency
1
Marcel, Paris
2
Serviceplan Germany, Munich
3
Leo Burnett Group Manila
4
VML Grey Colombia, Bogotá
5
VML Grey Colombia, Bogotá
6
DAVID, Madrid
7
Scholz & Friends Group, Hamburg
8
Saatchi & Saatchi Dubai
9
Ogilvy South Africa, Bryanston
10
Uncommon Creative Studio, London
11
Wolf BKK, Bangkok
12
Ogilvy Brazil, São Paulo
13
Gut, Sao Paulo
14
Grabarz & Partner, Hamburg
15
Rethink Communications Inc., Toronto
16
DAVID, Madrid
17
DAVID, Madrid

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

TitleHack Market (eng)
Agency
Campaign High tech – Low impact
Advertiser Back Market
Brand Back Market
PostedJuly 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
Executive Creative Director
Copywriter
President
Technology Team
Art Director
Motion Graphics Artist
Art Director
Copywriter
Associate Director
Account Director
Technology Team
Technology Team
Copywriter
Motion Graphics Artist
Social Media Manager
Managing Director
Executive Creative Director
Director
Editor
Project Manager
Traffic Team
Traffic Team
Creative Director
Producer
Producer
Strategy Lead
Copywriter
Art Director
Post Production ADF L’atelier
TitleThe Rift
Agency
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
Production Company
Director
Director of Photography (DOP)
Production Designer
Costume
Supervisor
Supervisor
Executive Producer
Production Company Producer
Production Service Company
Managing Director
Managing Partner
Creative Director
Creative Director
Copywriter
Account Manager
Account Director
Account Manager
Executive Producer
Production Company Producer
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
TitleThe Unbranded Menu
Agency
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
Creative Team
Creative Team
Creative Team
Creative Team
Creative Team
Creative Team
Creative Team
Creative Team
Creative Team
Creative Team
Account Manager
Account Manager
Account Manager
Social Media Team
Social Media Team
Social Media Team
Social Media Team
Public Relations
Public Relations
Public Relations
Public Relations
Public Relations
TitleLife Extending Stickers (110s)
Agency
Campaign Life Extending Stickers
Advertiser Makro
Brand Makro
PostedJune 2023
Business Sector Department Stores, Supermarkets
Story Ripe fruit is considered past its prime, but Makro used the small provenance stickers found on produce to turn this idea around. The labels contained delicious recipes that required ripe fruit to work.
Media Type Case Study
Length
Chief Creative Officer
Chief Creative Officer
Chief Creative Officer
Executive Creative Director
Creative Director
Designer
Chief Creative Officer
Executive Creative Director
Copywriter
Art Director
Designer
Account Director
TitleLife Extending Stickers (120s)
Agency
Campaign Life Extending Stickers
Advertiser Makro
Brand Makro
Date of First Broadcast/Publication 2023 / 4
Business Sector Department Stores, Supermarkets
Story According to the Food and Agriculture Organization (FAO) and the National Department of Planning, only in Colombia 6.1 million tons of food are wasted each year, and 40% of those are fruits and vegetables. As an answer to this problem, Makro Supermarkets under their sustainability pilar, set an objective to not only help at their stores, but to educate consumers on preventing food waste in a cheap and easy way in 22 of its shops. We used a media that has existed for decades in the fruit and vegetable industry: The Fruit Sticker. We gave it a real purpose: To prevent food waste by extending their life cycles suggesting recipes based on the fruit's ripeness and color, especially in their most ripe stages cause that’s when people avoid their consumption for cosmetic reasons. That’s why we created the Life Extending Stickers. Printed in its traditional size of 2.7 mm, printed in biodegradable material, ecological ink, with no need of technology only the help of colors, we showed Colombians an easy way for them to use their fruits and vegetables from begining to end. Makro gave Colombians an anti-waste tool that also helps them save money because preventing food waste helps save cash.
Media Type Case Study
Length
Chief Creative Officer
Chief Creative Officer
Chief Creative Officer
Executive Creative Director
Creative Director
Designer
Chief Creative Officer
Executive Creative Director
Copywriter
Art Director
Designer
Account Director
TitleEven More Confusing Times
Agency
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
Global Chief Operating Officer
Global PR Director
Executive Creative Director
Executive Creative Director
Creative Director
Creative Director
Associate Creative Director
Associate Creative Director
Copywriter
Copywriter
Art Director
Head of Production
Head of Account Management
Group Account Director
Account Supervisor
Account Executive
Strategy Director
Senior Strategist
Chief Brand Officer
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Photo Studio
Photographer
Executive Producer
Assistant
Assistant
Operations
Retoucher
Music
Music Director
Music Director
Music Composer
Music Composer
Music Composer
Sound Design and Mix
Executive Producer, Music
Performer
Performer
Performer
TitleHappy Ramadan (Film)
Agency
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
Executive Creative Director
Copywriter
Art Director
Art Director
Art Director
Art Director
Agency Producer
Managing Director
Managing Director
Art Buyer
Managing Director
Strategic Planner
Agency Account Team
Agency Account Team
Photographer
TitleTime To Read
Agency
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)
Chief Creative Officer
Executive Creative Director
Creative Director
Senior Art Director
Senior Designer
Chief Strategy Officer
Head of Agency
Business Director
Production Company
Chief Executive Officer (CEO), Production
Production Operation Lead
Executive Producer
Producer
Director of Photography (DOP)
Content Producer
Music Composer
Music Composer
Sound Designer
Project Manager
Music / Sound Design
Sound Designer
Motion Designer
Strategic Planner
Advertising Manager
Production Company
TitleAnything for the Taste
Agency
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
Editing Company
VFX Company
Sound
Casting
Post Production
Director
Executive Producer
Line Producer
Cinematography
Art Director
Costume
Head of Research
Creative Chairman
Chief Creative Officer
Executive Creative Director
Executive Creative Director
Creative Director
Art Director
Senior Copywriter
Senior Copywriter
Group Managing Partner
Senior Account Director
Head of Integrated Production
Strategist
Strategist
Strategist
Strategist
Advertising Manager
Advertising Manager
Advertising Manager
Editor
VFX Artist
Music Licensing
Sound Engineer
Singer/Songwriter
Actor / Celebrity
Cast
Cast
Cast
Cast
Cast
Cast
Cast
Cast
Cast
Cast
TitleFlip
Agency
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
Editing Company
VFX Company
Post Production
Sound Design Company
Director
Executive Producer
Executive Producer
Director of Photography (DOP)
Production Designer
Editor
TitleThe Air Drummer
Agency
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
Chief Creative Officer
Creative Group Head
Copywriter
Copywriter
Art Director
Managing Director
Business Director
Communications Director
Communications Manager
Agency TV Producer
Production Company
Director
TitleLu From Magalu
Agency
Campaign Lu From Magalu
Advertiser Magazine Luiza
Brand Magazine Luiza
PostedJune 2022
Business Sector Department Stores, Supermarkets
Media Type Social Media
Production Company
Sound Production
Production Company
Agency
Media
TitleThe Best-seller Constitution
Agency
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
Executive Creative Director
Creative Director
Creative Director
Designer
Managing Director
Head of Account Management
Regional Account Director
Account Director
Account Manager
Account Supervisor
Head of Strategy
Strategy Director
Strategy Manager
Strategist
Head of Content
Content Strategy Manager
Head of Media & Data
Media Director
Media Manager
Media Coordinator
Media Assistant
Head of Operation
Awards Manager
Head of Production
Senior Editor
Motion Graphics
Advertising Manager
Advertising Manager
TitleCharles III – The Burger King
Agency
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
Chief Strategy Officer
Executive Creative Director
Client Services Director
Account Director
Creative / Production
Creative Director
Creative Director
Art Director
MOTION DESIGN
MOTION DESIGN
Photographer
Content Creator
Photographer
Content Creator
Creative Services Manager
Strategist
Data
Data
Photographer
TitleThe Troll
Agency
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
Chief Creative Officer
Advertising Manager
Director
Puppet Lead
Media Agency
Global Chief Creative Officer
Chief Creative Officer
Creative Director
Creative Director
Copywriter
Art Director
Group Account Director
Director of Broadcast Production
Director of Broadcast Production
Senior Producer
Senior Producer
Production Company
Production Company
Director of Photography (DOP)
Production Designer
VFX Producer
Special Effects / VFX
Colorist
Colorist
Executive Producer
Music Director
Credits
Chief Strategy Officer
Strategy Director
Account Director
Account Supervisor
Executive Integrated Producer
Producer
Set Design
Post Production
Editor
Executive Producer
VFX Company
Audio Design
Photography Studio
Photographer
Executive Producer
Builder
Integrated Production
Executive Integrated Producer
Producer
TitleSMÅGÖRA cot
Agency
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
Agency
Global Chief Creative Officer
Global Chief Creative Officer
Global Chief Operating Officer (COO)
Chief Creative Officer
Group Creative Director
Creative Director
Senior Copywriter
Senior Copywriter
Senior Art Director
Senior Art Director
Head of Account Management
Global Account Director
Global PR Director
Approval Client
Approval Client
Approval Client
Approval Client
Production Company
Director
Director of Photography (DOP)
Executive Producer
Producer
Production Director
Production Art Director
Production Art Director
Stylist
Post Production
Color Grade Company
Sound
Photographer
Photographer
Photographer
TitleProudly Second Best High Chair
Agency
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
Agency
Global Chief Creative Officer
Global Chief Creative Officer
Global Chief Operating Officer (COO)
Chief Creative Officer
Group Creative Director
Creative Director
Senior Copywriter
Senior Copywriter
Senior Art Director
Senior Art Director
Head of Account Management
Global Account Director
Global PR Director
Approval Client
Approval Client
Approval Client
Approval Client
Production Company
Director
Director of Photography (DOP)
Executive Producer
Producer
Production Director
Production Art Director
Production Art Director
Stylist
Post Production
Color Grade Company
Sound
Photographer
Photographer
Photographer

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