Japan’s global creative awards status slides in Gunn Report as China rises

Lowe China 'Human traffic signs'

Lowe China’s ‘Human traffic signs’ for Buick

KFC Malaysia

KFC Malaysia ‘French fries’

Asian work has featured in a ranking of the most awarded print and outdoor campaigns worldwide in 2015, with Lowe China’s ‘Human traffic signs’ for Buick and BBDO Malaysia’s “Drumstick” and “French Fries” for KFC appearing in the top three in those categories in an annual study by The Gunn Report.

Print and outdoor were the only categories in which Asian agencies ranked so highly in the Gunn Report, with Human traffic signs the most awarded print ad in the world last year. Y&R Beijing’s print campaign for Penguin Audio Books, which ran once in two magazines, also featured in the top 10.

While 14 Asian print and outdoor campaigns made the top 50 of the Gunn Report, only five Asian ads appeared in the top 50 most awarded commercials ranking, which was topped by London agency adam&eveDDB’s film for John Lewis about a young boy’s imaginary friend.

Two were from India, two from China and one from Japan. Top was J. Walter Thompson India’s ‘Make every yard count’ for nike, which ranked 19th globally.

Ranking second for Asia and 34th in the world was a campaign by Mumbai agency Contract Advertising for Tata Docomo Data Plans.

Third was OgilvyOne Beijing’s idea to persuade people to keep their eyes on the road for Volkswagen, which ranked 39th in the world.

The film version of Lowe China’s campaign for Buick ranked 41st, and forth for Asia.

Tokyu Agency’s “3 Second Frying” for LTE Network ranked 44, and fifth for Asia.

The most awarded campaign from Asia across all awards categories was a joint effort between the Shanghai and London offices of AKQA, ‘House of Mamba’ for Nike. This campaign ranked 6th globally.

Five Asian campaigns featured in the top 50 most awarded digital campaigns last year, topped by House of Mamba, but also including three campaigns by Dentsu Tokyo and one by Cheil’s Seoul office, for Samsung.

Dentsu Tokyo retained its position as the region’s most awarded agency office in the Gunn Report, although its global position has slipped from second in 2014 to seventh in 2015.

Japanese rival Hakuhodo is second, but its global position also slipped.

The top ranking Asian agencies in the Gunn Report 2015

  1. Dentsu Inc (Tokyo) ranked: #7 (ranked #2 in 2014)
  2. Hakuhodo Inc / Hakuhodo Kettle: ranked #18= (ranked #14= in 2014)
  3. AKQA (London/Shanghai): ranked #25= (not ranked in 2014)
  4. Lowe China (Shanghai): ranked #30= (ranked #35= in 2014)
  5. BBDO/BBDO Proximity (Bangkok): ranked #40= (not ranked in 2014)
  6. BBDO Proximity Malaysia (Kuala Lumpur): ranked #49= (not ranked in 2014)
  7. Cheil Worldwide (Seoul): ranked #49= (not ranked in 2014)
  8. J Walter Thompson (Bangalore): ranked #49= (not ranked in 2014)
  9. McCann Worldgroup (Mumbai): ranked #49= (ranked 27= in 2014)
  10. Y&R (Beijing & Shanghai): ranked #49= (not ranked in 2014)

Japan was the region’s most awarded country, but its dominance shows signs of waning.

In 2014, Japan ranked 6th in the Gunn Report ranking, but in 2015 it was positioned in 10th. Meanwhile China is catching up, rising from 15th in 2014 to 11th last year.

Third most awarded Asian country last year was India – in 13th – up from 14th in 2014, then Thailand, edging up from 20th to 19th.

Singapore fell from 16th in 2014 to 22nd in 2015.

Asia’s most awarded print/out of home ads and campaigns in 2015 (global rank in brackets)

  1. Buick Road Safety “Human Traffic Signs” campaign, Lowe China (1)
  2. KFC “Burger”/”Drumstick”/”French Fries”, BBDO Proximity KL (2)
  3. Penguin Audio Books “Moby Dick”/”Alice”/”Dracula” & campaign, Y&R Beijing (8)
  4. COLGATE “Education In A Box” campaign, Red Fuse Communications Hong Kong (13)
  5. PUREIT “Rural”/”Urban”, Lowe Indonesia (26)
  6. NIKE “House Of Mamba”, AKQA London/Shanghai (27)
  7. BIG BABOL “Fruits” campaign, McCann Worldgroup Mumbai (30)
  8. DISH TV “Puddle”/”Basement”/Sofa”, McCann Worldgroup Mumbai (31)
  10. THROATSIL “Alex”/”Ramsey”/”Tyler”, BBDO Proximity Bangkok (34)
  11. BEIJING SUBWAY “Fireman”/”Paramedics”/”Pizza Deliveryman”, Grey Group China Beijing (38)
  12. THAI AIRASIA “Beach”/”Mountain”/”Waterfall”, BBDO Bangkok (39)
  13. OMO “Tablet vs Tree”/”Joystick vs Ball”/”Mobile vs Sand”, Lowe Vietnam (43)
  14. TALWAR BINDI “Life Saving Dot”, Grey Group Singapore (47)

Asia’s most awarded digital ads in 2015 (global rank in brackets)

  1. NIKE “Nike House Of Mamba”, AKQA London / Shanghai (4)
  2. SAMSUNG “Look At Me”, Cheil Worldwide Seoul (4)
  3. JAPAN SPORT COUNCIL NATIONAL STADIUM “Reviving Legends”, Dentsu Inc Tokyo (25)
  4. OK GO + HONDA “”, Dentsu / Drill / Mori Tokyo (26)
  5. SPORTS BIZ FENCING “Fencing Visualized”, Dentsu Inc Tokyo (30)

Asia’s most awarded integrated/titanium work in 2015 (global rank in brackets)

  1. NIKE “House Of Mamba”, AKQA London/Shanghai (5)
  2. LTE NETWORK “3 Second Cooking” campaign, Toyku Agency Tokyo (23)
  4. TALWAR BINDI “Life Saving Dot”, Grey Group Singapore (30)
  5. HIBIKI WHISKY “Hibiki Glass”, Hakuhodo Kettle/Hakuhodo Inc Tokyo (35)
  6. THAI HEALTH PROMOTION FOUNDATION “The Message From The Lungs”, BBDO Proximity Bangkok (36)

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