Russia wins its first-ever Eurobest Grand Prix Award in Creative eCommerce. France is revealed as the highest performing country. Publicis Worldwide is announced as Network of the Year
15 December 2021
Eurobest, Europe’s creative benchmark for excellence in the branded communications industry, has today announced the Grands Prix and special award winners during Eurobest Unwrapped, the one-day digital event for the European creative community.
The European Creativity Report is also now published, presenting the definitive European rankings to benchmark creative excellence for the year ahead, as well as in-depth commentary on the winning work and insights and key trends from inside the jury rooms, identified by the Presidents and their juries.
The Grand Prix winners, across all awards, were announced live online, including the new Creative Business Transformation and Social and Influencer Eurobest Awards. Russia wins its first-ever Eurobest Grand Prix Award in Creative eCommerce for ‘Birds of Record’ by BBDO Moscow for WWF Russia. France is the most awarded country with 45 trophies and four Grands Prix, Germany is second with 33 awards and two Grands Prix, while Publicis Worldwide is announced as Network of the Year, having also taken the number one place in 2020.
Susie Walker, VP, Awards and Insight, LIONS, said: “Eurobest Grand Prix winning work demonstrates best-in-class examples of creative excellence from across Europe and it’s hugely exciting to announce and celebrate the winners. The trends and insights that emerge are explored, in-depth, within this year’s European Creativity Report, which is supported by insights and opinion from our expert juries and Presidents.”
Simon Cook, Managing Director, LIONS, added: “For 33 years, Eurobest has celebrated the best creative ideas in Europe and The Grand Prix winning work sets the creative benchmark for the entire European creativity industry. We brought the winners and the European creativity community together to celebrate and explore insights and trends from across the winning work at Eurobest Unwrapped.”
Grand Prix winners are announced as follows:
Brand Experience & Activation: ‘The Breakaway: The First Ecycling Team For Prisoners’ for Decathlon, by BBDO Belgium, Brussels.
Creative Business Transformation: ‘Act For Food’, for Carrefour, by Marcel, Paris.
Commenting on the Grand Prix, Jury President, Creative Business Transformation, Andrew Lam-Po-Tang, Managing Director, Management Consulting, Publicis Sapient, EMEA & APAC, said: “We chose Carrefour’s Act For Food for the Grand Prix because it combined a powerful, relevant story of brand purpose with an incredible breadth of actions and outcomes. We discussed the role of the agency in the context of such a broad set of outcomes. We concluded that while the agency was probably not involved in all of the resulting initiatives, it was the power and coherence of the creative platform to inspire diverse actions that was truly impressive. Finally, we thought Act For Food was an aspirational example of profound client-agency partnership and impact.”
Creative Data: ‘Saylists’, for Warner Music Group, by Rothco, Part Of Accenture Interactive, Dublin.
Creative eCommerce: ‘Birds Records’, for WWF Russia, Yandex Music, by BBDO Moscow.
Creative Effectiveness: ‘A Hard Pill To Swallow’, for Apotek Hjärtat, Sustainable Medicines, by Åkestam Holst, Stockholm. Anna Vogt, Chief Strategy Officer TBWA London and Jury President, Creative Effectiveness, added: “Effectiveness is fundamentally about progress. And progress should be measured in as many ways as possible. Our Grand Prix winner demonstrated an innovative and impactful solution to a big problem many weren’t aware of. The effect of this campaign will not only improve the health and lives of many, but is also creating a more sustainable way forward for an entire industry.”
In Creative Strategy a second Grand Prix was awarded to: ‘The Breakaway: The First Ecycling Team For Prisoners’, for Decathlon, by BBDO Belgium, Brussels.
Design: ‘The Climate Crisis Font’, for Helsingin Sanomat, by TBWA\Helsinki / Helsingin Sanomat, Helsinki / Eino Korkala, Helsinki.
Digital Craft: ‘Mojang Studios’, for Mojang Studios, by Bold, Stockholm.
Direct: ‘Uber Heetch’, for Heetch, by Marcel, Paris.
Entertainment: ‘A Piece of Ajax’, for AFC Ajax, by AFC AJAX, Amsterdam / One:Nil, Amsterdam.
Film Craft: ‘Rockin' Mamas’, for Web Magazine Makers, by VMLY&R Italy, Milan.
No Grand Prix was awarded in Film.
Glass: The Award For Change: ‘#Wombpainstories’, for Essity, by AMV BBDO, London.
Healthcare: ‘Saylists’, for Warner Music Group, by Rothco, Part Of Accenture Interactive, Dublin.
Industry Craft: ‘Hell-P’, for Warner Music Central Europe, by Kolle Rebbe, Part of Accenture Interactive, Hamburg.
Innovation: ‘Dot Go. The First Customizable Object Recognition App For The Visually Impaired.’, for Dot, by Serviceplan Germany, Munich.
Integrated: ‘Mcdo’, for Mcdonald's, by Nord DDB, Stockholm.
Media: ‘Shutter Ads’, for Heineken, by Publicis Italy, Milan.
Mobile: ‘Cites’, for Amazon Prime Video, by Herezie, Paris.
Outdoor: ‘Shutter Ads’, for Heineken, by Publicis Italy, Milan, took a second Grand Prix.
Outdoor Jury President, Marco Venturelli, CEO/Chief Creative Officer, Publicis Conseil, France, commented: “It’s an inspiring idea that reinvents the potential of outdoor and puts it at the service of a cause. It does it with a perfect execution, nailing the Heinken tone of voice. And more than anything it has an impact at a scale.”
PR: ‘The Bread Exam’, by McCann Paris for Spinneys and the Lebanese Breast Cancer Foundation. PR Jury President, Charlotte Witte, Head of Global Client Strategies, Weber Shandwick said: “A masterpiece in showing how a cultural insight can fight a deep-rooted taboo and save lives – a truly earned idea.”
Print & Publishing: The Procter & Gamble Old Spice campaign ‘The Most Epic Seafaring Legend Ever Told’, by Leo Burnett, Madrid.
Radio & Audio: The ‘Confusing Times’ campaign for Burger King, by David, Madrid.
In Social & Influencer: ‘#Freecuthbert’, for Aldi, by Mccann, Manchester.
Grand Prix for Good: ‘#StillSpeakingUp Deeptruth’, for Propuesta Civica, by Publicis Latvia, Riga / Publicis Mexico, Mexico City.
Special Award winners are announced as follows:
Network of the Year:
1 PUBLICIS WORLDWIDE
2 BBDO WORLDWIDE
3 DDB WORLDWIDE
Media Network of the Year:
2 PHD WORLDWIDE
3 BLUE 449
Agency of the Year:
1 AMV BBDO, London, UK
2 PUBLICIS ITALY, Milan, Italy
3 PUBLICIS CONSEIL, Paris, France
Independent Agency of the Year:
1 SERVICEPLAN GERMANY, Munich, Germany
2 MORTIERBRIGADE, Brussels, Belgium
3 HEREZIE, Paris, France
Eurobest Golden Palm:
1 NEW LAND, Denmark
2 GOOD PEOPLE FILMS, Egypt
3 QUAD STORIES, France
4 ICONOCLAST, United Kingdom
5 JUNGLER, France
Country Agency of the Year:
BELGIUM - BBDO Belgium, Brussels
DENMARK - &CO, Copenhagen
FINLAND - TBWA\HELSINKI, Helsinki
FRANCE - PUBLICIS CONSEIL, Paris
GERMANY - "KOLLE REBBE, PART OF ACCENTURE INTERACTIVE", Hamburg
ITALY - PUBLICIS ITALY, Milan
RUSSIA - BBDO MOSCOW, Moscow
SPAIN - LEO BURNETT, Madrid
SWEDEN - NORD DDB, Stockholm
THE NETHERLANDS - ONE:NIL, Amsterdam
TURKEY - TBWA\ISTANBUL, Istanbul
UNITED KINGDOM - AMV BBDO London