Kantar’s Creative Effectiveness Awards celebrate the best TV and digital ads from around the world – as judged by consumers. They have revealed the 20 most creative and effective ads from over 10,000 they tested in 2020. Great advertising needs to drive short term sales and build brands in the long term, so the awards celebrate winning ads that are both creative and effective.
2020 was a year like no other. Kantar’s work showed that people wanted advertising to continue, and that, largely, they were processing content in the same way during the pandemic as they did before. So, what made for effective advertising was unchanged.
They had an impressive shortlist for this year’s awards – and the winners span nine categories and 11 countries. Download our complimentary booklet ‘The 5 habits of highly effective advertisers’ to find out more about the top 20 TV and digital ads from around the world, and what makes them great. All ads were tested with Kantar’s Link pre-testing solution which is independently validated to predict how an ad will deliver ROI for brands in the short term and the long term.
Consumers rated Heineken’s ‘Cheers to all’, the world’s most creatively effective ad for 2020. In this ad, Heineken addresses gender-related drinks stereotypes in a way that is light-hearted rather than preachy or self-righteous and for that reason is loved by viewers.
See the winners in the video below: