AdForum
Business Creative Report

The Most Creative Campaigns, Brands
and Agencies in Retail

 
IT’S HARD TO EXCEL IN A SECTOR WITH TRADITIONALLY HIGH STANDARDS, SO CONGRATS ARE DUE TO BURGER KING, IKEA AND JOHN LEWIS.

Retail is all about the sell, of course, so it’s the natural home of terrific advertising. Since fast food chains are included here, Burger King and FCB steal the show with their cheeky “Whopper Detour”. There was also plenty of love for Ikea’s “ThisAbles” project from McCann Tel Aviv; the perfect example of an agency solving a problem in partnership with a client. Adam&eveDDB and John Lewis practically wrote the book on retail ads, so here they are with two different spots, featuring Elton John and – in a sense – Queen. In a category largely divided between Europe and the US, great to see Dentsu Webchutney from India in eighth place with its smart-talking Hagglebot, which brought the art of the deal to the digital world.

Most awarded
campaigns, brands &
agencies in
Retail in 2019

Most awarded
campaigns, brands and
agencies in
Retail in 2019

CAMPAIGNS

Brand, Title, Agency
1
FCB New York
2
McCann Tel Aviv, Tel-Aviv-Yafo
3
adam&eveDDB, London
4
VMLY&R Kansas City
5
Marcel, Paris
6
adam&eveDDB, London
7
BETC Paris, Pantin
8
Dentsu Webchutney, Gurugram
9
David The Agency, São Paulo
10
adam&eveDDB, London
11
Publicis New York
12
TBWA\PARIS, Boulogne-Billancourt
13
TBWA\PARIS, Boulogne-Billancourt
14
TBWA\PARIS, Boulogne-Billancourt
15
TBWA\PARIS, Boulogne-Billancourt

BRANDS

Brand
1 Burger King
2 McDonald’s
3 IKEA
4 John Lewis & Partners
5 Wendy's

AGENCIES

Name
1 adam&eveDDB, London
2 FCB New York
3 DAVID, Miami
4 TBWA\PARIS, Boulogne-Billancourt
5 VMLY&R Kansas City

Watch

TitelThe Whopper Detour
Agentur
Kampagne The Whopper Detour
Werbende Burger King
Marke Burger King
PostedApril 2019
Geschäftsbereich Gastätte & Schnellgaststätte
Medientyp Internet-Film
Länge
Produktion
Chief Creative Officer
Worldwide Creative Partner
Executive Creative Director
Associate Creative Director Copy
Associate Creative Director Art
Associate Creative Director Art
Director of Integrated Production
Senior Producer
Etatdirektor
Projektmanager
Business Affairs Lead
Regisseur
Direktor Fotografie
Executive Producer
Filmproduzent/Produzent
EDIT
Executive Producer
Filmproduzent/Produzent
Cutter
Assistenzredakteur
SOUND MIXING
Owner
Executive Producer
Sound Engineer
Musik
Executive Producer
Filmproduzent/Produzent
OOH Chem Creative
Executive Producer
Executive Producer
Animation
PRINT
Director of Operations
Filmproduzent/Produzent
Creative Director
Media Director
PR
TitelThisAbles
Agentur
Kampagne Ikea ThisAbles
Werbende IKEA
Marke IKEA
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 3
Geschäftsbereich Haushaltsgeräte, Möbel & Gartenbedarf
Story ThisAbles by Ikea democratises furniture for people with disabilities. The agency developed 13 add-ons for Ikea's most essential products, available to download and 3D print via the special website ThisAbles.com. Each add-on solves a different accessibility issue: eg. sofa leg extenders for easier ascend, lamp button enlargers, and super-zippers for pillow covers. For those who wanted to experience or see these add-ons, the agency built the first-ever accessible space in Ikea's flagship store in Israel and prepared web video tutorials.
Medientyp Produktdesign/Entwicklung
Länge
Mehr Informationen https://thisables.com/en/
Texter
Texter
Texter
Art Director
Art Director
Creative Director
Creative Director
Creative Director
Creative Director
Creative Director
Client Service
Client Service
Client Service
Digital Team
Digital Team
Digital Team
Digital Team
Produktionsmanager
Produktionsmanager
Titel The Boy and the Piano
Titel (Originalsprache)The Boy & the Piano
Agentur
Kampagne The Boy & The Piano
Werbende John Lewis
Marke John Lewis & Partners
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 11
Geschäftsbereich Kaufhäuser, Supermärkte
Slogan Some gifts are more than a gift
Philosophie John Lewis & Partners will launch its 2018 Christmas advertising campaign, The Boy & The Piano. This Christmas, the ad tells how one gift in particular inspired and influenced the course of a little boy’s life. That little boy just happens to be Elton John. The story begins in present day and works backwards chronologically through Elton’s life, right until the moment he received the special gift of his grandmother’s piano that changed his life forever because some gifts are more than just a gift. With the iconic ‘Your Song’ as the soundtrack, John Lewis and Waitrose Partners (employees) will have the opportunity to share the two minute 20 second advert first at 6am, before being launched on the company’s social media channels, johnlewis.com and in shops at 8.00am. The ad will first air on TV this evening at 9.15pm on ITV, during Dark Heart. ITV viewers may have also noticed that yesterday, as a hint towards the launch of the advert today, the soundtracks to some of the channels most iconic shows, including Coronation Street and This Morning, were given a little twist when they were played solely in piano notes.
Medientyp Fernsehen
Länge
Soundtrack ‘Your Song’ Elton John
Post-Produktion
Leitung Musik
Redaktionsbüro
Customer Director
Marketing Director
Head of Brand & Social Marketing
Senior Brand Marketing Manager
Brand Marketing Manager
Brand Marketing Manager
Senior Social Manager
Chief Creative Officer
Group Executive Creative Director
Executive Creative Director
Executive Creative Director
Art Director
Texter
Chief Executive Officer (CEO)
Leitender Produktionsverantwortlicher
Geschäftsführender Teilhaber
Kaufmännischer Geschäftsführer
Etatdirektor
Kundenbetreuer
Executive Strategy Director
Senior Planner
Senior Producer
Assistant Producer
Produzent Digital
Projektmanager
Interactive Partner
Social Media Director
Senior Content Planner
Head of Integrated Production
Business-Manager
Business-Manager
Business-Manager
Business-Manager
Business-Manager
Business-Manager
Business-Manager
Legal Counsel
Legal Counsel
Medienagentur
Chief Executive Officer (CEO)
Executive Director, Head of Planning
Head of Retail
Client Business Director
Client Account Manager
Produktionsfirma
Regisseur
Executive Producer
Produzent
Produktionsmanager
Produktionsassistant
Direktor Fotografie
Produktionsdesigner
Prosthetics
Kostüme
Hair and Makeup
VFX Executive Producer
VFX Shoot Supervisor
VFX Shoot Supervisor
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
Kolorist
Sound Design, Mix and additional Music Production
Audio Producer
Cutter
BTS
TitelKeeping fortnite fresh
Agentur
Kampagne Keeping fortnite fresh
Werbende Wendy's
Marke Wendy's
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 6
Geschäftsbereich Gastätte & Schnellgaststätte
Story To reach our audience in a way distinct from our category competitors, we decided to go beyond reaching it as the brand advertiser it would expect. So we entered the world of Fortnite as a player — as co-creator of culture, a gamer and an entertainer. Other brands have attempted to reach this audience by placing in-game logos or billboards, but we went beyond traditional advertisement. Rather than pay to play, we decided to just play.We blurred the line between brand and influencer, playing Fortnite as Wendy’s and streaming it live on Twitch to immerse ourselves in this audience’s world as both player and brand.In short, our idea was to use the game Fortnite to promote Wendy’s brand messaging.
Medientyp Interaktiv
Länge
PR Agency
Global Chief Creative Officer
Chief Creative Officer
Executive Creative Director
Executive Creative Director
Chief Client Officer
Creative Director
Group Director, Client Engagement
Supervisor, Client Engagement
Associate Director, Conversation Design
Director, Connections & Social Strategy
Analyst, Strategy & Insights
Senior Art Director
Kundenbetreuer
Supervisor, Client Engagement
Stellvertretender Creative Director
Associate Analyst, Strategy & Insights
Associate Connections Manager
Senior Channel Manager
Senior Art Director
Senior Campaign Program Manager
Campaign Program Manager
Senior Copywriter
Assistant Account Manager
Art Director
Senior Director, Media & Partnerships
Social Strategist
VP, Senior Media Specialist
TitelBlack Supermarket
Agentur
Kampagne Black Supermarket
Werbende Carrefour
Marke Carrefour
PostedAugust 2018
Geschäftsbereich Kaufhäuser, Supermärkte
Story Since the 1990s, Carrefour has fought for a more sustainable agriculture for the planet, farmers’ rights, and consumers’ health. But nobody knows it.;At the same time, as we were developing organic agriculture in France, we came against an insurmontable obstacle: the law. 90% of farmable varieties have already disappeared worldwide since the 20th century. Among the rest, only 3% are allowed. Why? Because an absurd European law forbids all « farmers’ varieties ». They would be tremendous assets for the development of organic agriculture. But only hybrid, pesticide-resistant seeds - patented by the agro-chemical industry - are authorized.
Medientyp Internet-Film
Länge
Mehr Informationen https://www.lovethework.com/entries/509275
Advertiser Supervisors Philippe Thobie
Advertiser Supervisors Laure Lamoure
Advertiser Supervisors Jennifer Peyre
Creative Chairman Anne de Maupeou
Chief Creative Officer Dimitri Guerassimov
Chief Creative Officer Fabien Teichner
Creative Director Gaëtan du Peloux
Creative Director Youri Guerassimov
Copywriter Antonin Jacquot
Art Director Clément Sechet
Art Director Assistant Sophie Larivière
Digital Art Director Eulalia Bartolomeu
CEO Christian Verger
CEO Pascal Nessim
CEO Charles Georges-Picot
Account Supervisor Aurélie Fossoux
Account Manager Noëlla Neffati
Assistant Account Manager Olivia Baranes
Project Manager Claire Sioufi
CSO & Managing Partner Nicolas Levy
Strategic Planner Sarah Lemarié
Social Media Manager Julien Petit
Model Maker Mathieu Andrieu
Model Maker Karine Pouessel
Stunt Producer Corine Guedj
Producer Gaël Cheval
Production Manager Elise Gangneux
Photographer Eric Fenot
Director Edouard Le Scouarnec
Producer Manon Leurent
Production director Amine Ketem
Entrant Company CARREFOUR
Idea Creation MARCEL
Production PRODIGIOUS
Production ICONOCLAST
Production NIGHTSHIFT
Production GUM
Production DMBM
TitelBohemian Rhapsody
Agentur
Kampagne Bohemian Rhapsody
Werbende John Lewis
Marke John Lewis & Partners + Waitrose & Partners
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 9
Geschäftsbereich Kaufhäuser, Supermärkte
Story A scraping of violins as school children show off their "talents" to the assembled parents. The kids shuffle off. But then something special happens, as a new group of children begin to sing Queen's "Bohemian Rhapsody". With references to the original video, their performance becomes a full-blown space opera crammed with special effects. In the wings, their teacher is triumphant. In the same way that collaborating retailers Waitrose and John Lewis give their all for customers: "When you’re part of it, you put your heart into it."
Medientyp Fernsehen & Kino
Länge
Soundtrack Bohemian Rhapsody by Queen
Post-Produktion
Redaktionsbüro
Regisseur
Produktionsfirma
Creative Director
Art Director
Texter
Creative Director
Art Director
Texter
Chief Creative Officer
Chief Executive Officer (CEO)
Filmproduzent/Produzent
Direktor Fotografie
Produktionsdesigner
Produktionsmanager
Executive Producer
Etatdirektor
Etat-Planer
Kundenbetreuer
Kaufmännischer Geschäftsführer
Medienagentur
Medienplaner
Medienplaner
Medienplaner
Medienplaner
Medienplaner
Post-Produktion
Cutter
Audio-Postproduktion Factory
Spezialeffekte
Kolorist
Sounddesigner
Sounddesigner
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Geschäftsführender Teilhaber
Produktionkoordinator
Assistenzredakteur
Strategy Director
TitelRefurbished Tweets
Agentur
Kampagne Refurbished Tweets
Werbende Back Market
Marke Back Market
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 4
Geschäftsbereich Online-Verkauf, E-commerce
Story Back Market, French startup and European leader of refurbished products, decided to expand to the US. Not an easy feat in a country that loves new gadgets. We didn't have the budget for celebrity influencers and also we realised that most of them really wanted our products and had already tweeted about that years ago. So, to promote our refurbished products, we decided to refurbish their tweets. We retweeted them as if they were published the day before and sent them the smartphones of their (past) dreams, creating the biggest online influencer campaign ever, for free.
Medientyp Case Study
Länge
Regisseur
Produktionsfirma
Werbeleiter
Executive Creative Director
Creative Director
Creative Director
Art Director
Texter
Produzent
TitelHagglebot with Flipkart
Agentur
Kampagne The World's First Hagglebot with Flipkart
Werbende Flipkart
Marke Flipkart
PostedJunI 2019
Geschäftsbereich Online-Verkauf, E-commerce
Medientyp Case Study
Länge
TitelBurn That Ad
Agentur
Kampagne Burn That Ad
Werbende Burger King
Marke Burger King
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 3
Geschäftsbereich Gastätte & Schnellgaststätte
Medientyp Interaktiv
Länge
Texter
Art Director
Etat-Planer
Etat-Planer
Etat-Planer
Filmproduzent/Produzent
Filmproduzent/Produzent
Filmproduzent/Produzent
Filmproduzent/Produzent
Filmproduzent/Produzent
Creative Director
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Executive Creative Director
Media Director
Media Director
Media Director
Media Director
Media Director
Media Director
Social Media Expert
Geschäftsführer
Regisseur
Direktor Fotografie
Cutter
Cutter
Post-Produktion
Tonstudio
Ton
Ton
Ton
Ton
Ton
TitelThe Boy and the Piano
Agentur
Kampagne The Boy and the Piano
Werbende John Lewis
Marke John Lewis & Partners
PostedApril 2019
Geschäftsbereich Einzelhandel, Vertrieb & Gastättengewerbe
Story The spot shows the iconic British singer Elton John, along with five different actors portraying him, playing the piano at different stages from his life. Throughout, he wears memorable costumes and performs moves from some of his career-defining moments.
Medientyp Internet-Film
Länge
Post-Produktion
Leitung Musik
Redaktionsbüro
Customer Director
Marketing Director
Head of Brand & Social Marketing
Senior Brand Marketing Manager
Brand Marketing Manager
Brand Marketing Manager
Senior Social Manager
Chief Creative Officer
Group Executive Creative Director
Executive Creative Director
Executive Creative Director
Art Director
Texter
Chief Executive Officer (CEO)
Leitender Produktionsverantwortlicher
Geschäftsführender Teilhaber
Kaufmännischer Geschäftsführer
Etatdirektor
Kundenbetreuer
Executive Strategy Director
Senior Planner
Senior Producer
Assistant Producer
Produzent Digital
Projektmanager
Interactive Partner
Social Media Director
Senior Content Planner
Head of Integrated Production
Business-Manager
Business-Manager
Business-Manager
Business-Manager
Business-Manager
Business-Manager
Business-Manager
Legal Counsel
Legal Counsel
Medienagentur
Chief Executive Officer (CEO)
Executive Director, Head of Planning
Head of Retail
Client Business Director
Client Account Manager
Produktionsfirma
Regisseur
Executive Producer
Produzent
Produktionsmanager
Produktionsassistant
Direktor Fotografie
Produktionsdesigner
Prosthetics
Kostüme
Hair and Makeup
VFX Executive Producer
VFX Shoot Supervisor
VFX Shoot Supervisor
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
2D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
3D Artist
Kolorist
Sound Design, Mix and additional Music Production
Audio Producer
Cutter
BTS
Kaufmännischer Geschäftsführer
TitelDeisel: Go With the Fake
Agentur
Kampagne Deisel: Go With the Fake
Werbende Diesel
Marke Diesel
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 1
Geschäftsbereich Kleidung & Accessoires Kaufhäuser
Story During New York fashion week, a pop-up store opens selling "fake" Diesel clothing. The label is spelt DEISEL, even though the vendor insists it's all 100% genuine. People are sceptical but buy a few items anyway. At the end of the week Diesel reveals that the items with misspelled labels are indeed 100% genuine: and limited edition items at that. A fun way of hitting back at the counterfeiters while also generating valuable earned media.

Shoppers could have been forgiven for thinking that items of clothing with labels spelled DEISEL were fakes. The items went on sale at a pop-up store in New York during fashion week. Those who bought them were no doubt surprised to learn that they were genuine Diesel, launched by the brand as collectors' items in a snarky retort against the counterfeiters and a great way of grabbing some press coverage.
Medientyp Internet-Film
Länge
Audio Record
Strategieplaner
Creative Agency
Executive Creative Director
Executive Creative Director
Texter
Art Director
Leitender Produktionsverantwortlicher
Executive Producer
Business-Manager
Etatdirektor
Etatdirektor
Creative Director
Creative Director
Direktor Digitale Kreation
Direktor Digitale Kreation
Social Media Manager
Direktor Kundenservice
Kundenbetreuer
Produktionsfirma
Regisseur
Executive Producer
Production Supervisor
Asst. Production Supervisor
Redaktionsbüro
Cutter
Filmproduzent/Produzent
Musik
Musik
Chief Creative Officer
Head of Social Media
TitelMcDelivery 4
Agentur
Kampagne McDelivery - Pluie
Werbende McDonald's
Marke McDonald's
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 2
Geschäftsbereich Gastätte & Schnellgaststätte
Story The poster campaign for McDonald’s’ home delivery played with the urban dimension of the brand. The visuals depict city views seen through rainy windows. The idea puts the viewer in the shoes of the customer: when it rains, there's nothing like staying at home and getting a McDonald’s delivery.
Medientyp Presse & Publikationen
Werbeleiter
Werbeleiter
Werbeleiter
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Executive Creative Director
Executive Creative Director
Texter
Art Director
Fotograf
Art Buyer
TitelMcDelivery 1
Agentur
Kampagne McDelivery - Pluie
Werbende McDonald's
Marke McDonald's
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 2
Geschäftsbereich Gastätte & Schnellgaststätte
Story The poster campaign for McDonald’s’ home delivery played with the urban dimension of the brand. The visuals depict city views seen through rainy windows. The idea puts the viewer in the shoes of the customer: when it rains, there's nothing like staying at home and getting a McDonald’s delivery.
Medientyp Presse & Publikationen
Werbeleiter
Werbeleiter
Werbeleiter
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Executive Creative Director
Executive Creative Director
Texter
Art Director
Fotograf
Art Buyer
TitelMcDelivery 2
Agentur
Kampagne McDelivery - Pluie
Werbende McDonald's
Marke McDonald's
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 2
Geschäftsbereich Gastätte & Schnellgaststätte
Story The poster campaign for McDonald’s’ home delivery played with the urban dimension of the brand. The visuals depict city views seen through rainy windows. The idea puts the viewer in the shoes of the customer: when it rains, there's nothing like staying at home and getting a McDonald’s delivery.
Medientyp Presse & Publikationen
Werbeleiter
Werbeleiter
Werbeleiter
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Executive Creative Director
Executive Creative Director
Texter
Art Director
Fotograf
Art Buyer
TitelMcDelivery 3
Agentur
Kampagne McDelivery - Pluie
Werbende McDonald's
Marke McDonald's
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 2
Geschäftsbereich Gastätte & Schnellgaststätte
Story The poster campaign for McDonald’s’ home delivery played with the urban dimension of the brand. The visuals depict city views seen through rainy windows. The idea puts the viewer in the shoes of the customer: when it rains, there's nothing like staying at home and getting a McDonald’s delivery.
Medientyp Presse & Publikationen
Werbeleiter
Werbeleiter
Werbeleiter
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Executive Creative Director
Executive Creative Director
Texter
Art Director
Fotograf
Art Buyer

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