Cheil's 'Knock Knock' is APAC's most-awarded campaign

In the 2024 edition of the WARC Creative 100, Asia-Pacific put in a strong showing with three of the world's top 10 most-lauded campaigns. This is most certainly an improvement from last year where the region was shut out of the top spots among the most-awarded campaigns, agencies, networks, brands and markets globally.

Cheil Seoul's 'Knock Knock' work for the Korean National Police Agency, which gave domestic abuse victims the ability to silently contact police, ranked 4th globally based on a points scoring system for major award wins and a first in Asia. 

Following right behind in 5th place globally was Cannes Lions' Titanium Grand Prix winner, 'The First Digital Nation' by Accenture Song's Sydney agency, The Monkeys, on behalf of the Government of Tuvalu for bringing attention to the impact of climate change and rising sea levels on the Pacific island by legally creating the world's first digital nation.

Meanwhile, Colenso BBDO Auckland's campaign for telco provider Skinny finished in 7th place worldwide. The Spikes Asia 2023 Grand Prix winner tapped user-generated content by allowing users to call in their own ads for the phone service.  

The top spot globally went to the 'Morning After Island' campaign by Ogilvy Tegucigalpa in Honduras for Grup Estrategico PAE, followed by BBDO Toronto's 'Missing Matoaka' for Muskrat Magazine.

Rounding out the most-awarded APAC campaigns were four more from Australia, one from Thailand, one from India and another from mainland China (see table above).

Among the world's most awarded agencies, only Leo Burnett Mumbai finished in the top 10, ranked 8th globally. Its #BringBack2011 campaign for Oreo was one of its most awarded campaigns last year, and was notably the 9th most awarded in APAC. BETC Paris took the top spot worldwide, followed by Rethink Toronto. 

Among the other most-awarded APAC creative agencies were Ogilvy Bangkok, creators of the hilarious Voiz campaign series including 'Innocent Eyes' as well as Dutchie yogurt's 'Love Your Gut' work. Colenso BBDO Auckland, which conceptualised the Skinny 'Phone it In' work finished third in APAC. 

Overall, Australia and India were APAC's most awarded creative markets. Australia finished 6th overall globally while India placed 8th. The USA was easily the most awarded in the world, followed distantly by France, UK and Canada. 

The most awarded advertiser globally was Anheuser-Busch, followed by Unilever and Apple. South Korean-based Samsung finished 8th. 

The WARC Creative 100 Ranking can be viewed in full here.