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The Big Won: these 20 ads won the most creative awards in 2018

DDB Chicago's 'Exclusive the Rainbow' Super Bowl campaign for Skittles has been revealed as the most-awarded creative of 2018 in The Big Won rankings. The rankings, exclusively published by The Drum, show the most awarded campaigns and clients of the last year.

The annual study analyses data from the world's major industry competitions – including D&AD, Cannes Lions, the Clios, The Drum Awards and more – to determine the most successful companies and creatives in advertising.

The research encompasses 3,607 pieces of work from 1,721 agencies and involved 647 chief creative officers, 841 executive creative directors and 2,543 creative directors.

Below, you'll find the 20 most-awarded campaigns and the 20 most-awarded clients of 2018.

You can find out which agencies, countries, networks and individuals won the most awards in 2018.

1) Skittles 'Exclusive the Rainbow'
by DDB Chicago

 
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2) Palau Legacy Project 'Palau Pledge'
by Host/Havas

 
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3) KFC 'Heroes', 'Dragster', and 'Shuttle'
by Ogilvy Hong Kong

kfc shuttle
 
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4) State Street Global Advisors 'Fearless Girl'
by McCann New York

fearless girl
 
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5) Xbox Design Lab Originals 'The Fanchise Model'
by McCann London

 
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6) National Safety Council 'Prescribed to death'
by Energy BBDO Chicago

 
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7) Procter & Gamble 'The talk'
by BBDO New York

 
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8) PFLAG Canada 'Destination Pride'
by FCB/Six

 
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9) The Academic 'Live Looper'
by BBDO New York

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10) ALS Association 'Project Revoice'
by BWM Dentsu Sydney

 
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11) Carrefour 'Black Supermarket'
by Marcel

 
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12) Nike 'Nothing beats a Londoner'
by Wieden + Kennedy London

 
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13) Lad Bible 'Trash Isles'
by AMV BBDO

 
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14) Burger King 'Loving 'It''
by Grabarz & Partners

 
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15) The Times 'JFK Unsilenced'
by Rothco

 
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16) Diesel 'Go with the Fake'
by Publicis New York and Publicis Italy

 
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17) Tide 'It's a Tide ad'
by Saatchi & Saatchi New York

 
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18) Double A 'Obsession for smoothness'
by Six

 
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19) Coca-Cola 'Share a Coke 1,000 Name Celebration'
by Fitzco/McCann

 
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20) Reporters Without Borders 'The Uncensored Playlist'
by DDB Group Germany

 
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Most-awarded clients

The table below shows the most-awarded clients in the world in 2018.

Rank Client Country
1 Palau Legacy Project Micronesia
2 Microsoft US
3 Edeka Germany Germany
4 Birdland Hong Kong
5 State Street Global Advisors US
6 Lad Bible UK
7 PFLAG Canada Canada
8 Downtown Records US
9 The ALS Association USA US
10 Mars Chocolate North America US
11 The Times UK
12 Burger King (Germany) Germany
13 Lyric Opera of Chicago US
14 Berliner Verkehrsbetriebe Germany
15 Getty Images Brazil Brazil
16 Reporters Without Borders Germany
17 Mars Pedigree New Zealand
18 Ministry of Public Health Afghanistan
19 KFC India
20 Dexcom UK

 

You can view the rest of of the results of The Big Won here.

Featured by The Drum

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