AI is revolutionizing the way marketers engage with consumers. It's not just about automation; it's about forging deeper, more personalized connections. AI is now a strategic partner, driving creativity and effectiveness to new heights.
But AI alone is not enough, the human element is essential to ensure a strong bond with the brand.
To grow, brands must predispose more people by connecting with their audience through shared experiences, capturing attention and tapping into major cultural moments.
Consumer centricity and connection are key, and Kantar Creative Effectiveness Awards do just that, as they are awards judged by consumers.
We highlight the best digital/social, TV, and print/outdoor ads from thousands researched last year as judged by consumers, as well as those that topped our LINK AI databases. LINK AI is a powerful, artificial intelligence-based solution for testing digital and TV advertising, trained with consumer insights from Kantar’s LINK database of over 260,000 ads.
This year, our global winners showcase standout ads that have successfully connected in the age of AI, across a diverse spread of markets, clients, brands, and categories. Our awards give genuine insights into what resonates with people worldwide.
Revealed: the most creative and effective ads of 2024
Our winners come from an array of 26 categories: from tech to tires, travel to telecoms. They span 18 countries, 37 brands, and 28 clients. Here are our top three winners across our categories.
Top 3 Digital and Social ads
| Rank | Brand | Ad title | Agency | Country |
| 1 | Desperados | The Beer With Latin Vibe – Supermarket | LePub Milan | Netherlands |
| 2 | CeraVe | Grandma | BPCM | USA |
| 3 | Tourism Australia | Colors of Australia, Taylor’s Version | Tourism Australia, Social Media team | USA |
Top 3 TV ads
| Rank | Brand | Ad title | Agency | Country |
| 1 | Deliveroo | Now just got even better - Octoman | Pablo London | Multimarket |
| 2 | KitKat | Break Better campaign | VML London | Multimarket |
| 3 | Volkswagen | YourWagen 60s TV | adam&eveDDB | UK |
Top 3 print and outdoor ads
| Rank | Brand | Ad title | Agency | Country |
| 1 | Coca-Cola | Pick up a Coke, light up the dark | Uncommon Creative | Norway |
| 2 | Google Pixel | Google Pixel 9 with Gemini | Contextual DOOH | Anomaly London | UK |
| 3 | GoodYear | Feel The Drive Pulse (DE Print) | McCann | Germany |
Top 3 LINK AI tested ads
| Rank | Brand | Ad title | Agency | Country |
| 1 | Freyas | Variety is Good | DDB NZ | New Zealand |
| 2 | Colgate MaxFresh | Doctor Ad 30Sec | Ogilvy | India |
| 3 | Uber | Taxi IMC (60s): Taksi için doğru tercih | BPG & VML Türkiye | Turkey |
Access the full list of the best ads of 2024 here.
Connecting with people in the age of AI
Our winning ads bring to life the trends we’ve observed from thousands of ads researched last year. Here is a brief overview of those we’ve identified from this year’s most creative and effective ads. You can find more details and examples from our winners in the booklet and on our on-demand webinar.
1. Relatable Realities
Our winning ads this year have highlighted a need for relatability. With the speed of Gen AI developments and constant disruption, it’s crucial for advertising to connect by understanding how people think and feel, tapping into their current needs, whether that is a need for connection with other people or with themselves.
Delving into the dark proved to be an ingenious way for Coca-Cola to relate to the people of the Nordics with our #1 winning Print/Outdoor ad, 'Pick up a Coke, light up the dark'. Part of an integrated campaign researched via our LINK experience optimization capabilities; It reached consumers living in countries where the winter months bring long hours of darkness. Limited edition light-up cans of Coke could be won via interactive apps to literally light up the dark, to make a powerful connection.
Coca-Cola | Pick up a Coke, light up the dark | Uncommon Creative Studio
2. Bizarrely Bold
We've also seen innovative ideas to grab attention in a chaotic and overcrowded advertising world. A recurring theme among our winners this year is surreal bizarreness. Exaggerated visuals and fantastical scenarios are used to grab attention and lend greater gravitas to a brand’s messaging, to differentiate them and to make the ads stand out from the crowd.
Our surreal #1 TV winner from Deliveroo, the captivating ‘Octoman’, grabs attention with its absurdity. Octopus Triton is on a date and orders in his Deliveroo to an isolated island. Unexpected visuals create a second look moment, making viewers wonder what’s going on, grabbing attention while remaining relatable.
Deliveroo | Now just got even better – Octoman | Pablo London
3. Roots Reimagined
This year, we have witnessed brands reimagining their roots in exciting new ways. Our winners have shown how they've been there for people throughout history, while highlighting their current relevance. Some of them have done that by focusing on their cultural roots, leveraging elements in fresh and novel ways to reignite pride in their brand heritage and build true brand affinity in a deeper, more emotive way.
Our #3 TV winner from Volkswagen goes to the roots of the brand name, Volkswagen (“people’s car” in German). The ad spotlights the diverse and personal stories of its owners, from the amusingly named Mumswagen where a mum drives the car, to the more nostalgic shot of its iconic Beetle as a Weddingwagen. By involving genuine Volkswagen fans in its storytelling, the ad shows that loving “your Wagen” doesn’t have an expiry date.
Volkswagen | YourWagen 60s TV | adam&eve DDB
4. Tapping Trends
In our trend-tapping winning ads, we see how important it is for brands to speak the right language at the right time. Our winners have shown that tapping into contemporary culture embeds a brand in the conversations people are already having, automatically connecting them, through music, sports, or borrowing attention by jumping onto a moment of viral hype.
Brand partnerships are a key part of the marketing toolkit
Brands that successfully tap into trends don’t just gain attention - they build connections. Over one quarter (26%) of marketers believe partnership marketing most important for achieving business outcomes.
Tourism Australia seized the moment by releasing its #3 digital/social winner ‘Colors of Australia, Taylor’s Version’ just as Taylor Swift was set to tour the country. The campaign uses her song titles to highlight Australia’s landscapes, speaking - not limited to, but - directly to her massive fanbase. By aligning with Swiftmania at its peak, they borrowed attention in a smart, timely way and made the destination part of the cultural conversation.
TOURISM AUSTRALIA | Colours of Australia Taylor’s Version | Tourism Australia Social Media Team
Connecting creatively with people
The advertising landscape is evolving at an unprecedented pace. This year, we've seen how AI is not just a tool, but a transformative force enhancing creativity and effectiveness. However, our winners have shown that in an age of AI, the human touch remains crucial. Ads that resonate with real-life experiences and emotions are more likely to leave an impression and create a strong connection with the brand.
Our congratulations to this year’s winners, those shortlisted, and to the marketers and agencies involved. And our thanks for partnering with Kantar, so we can help you ensure your ads are effective as AI revolutionizes the way marketers engage with consumers.
Learn from our winners
Access all free the content from this year’s Creative Effectiveness Awards here. Including access to the booklet, and the webinar with a fantastic and inspiring panel discussing the challenges in connecting with consumers, early insights in campaign development, attention, connecting across campaign touchpoints and, of course, AI, with our Top 1 winners in the TV, digital/social and print/outdoor categories.
