With New Year’s Eve on the horizon, there’s no better time to take a look back at some of the brands and agencies that had a banner 2017. From bold social messages to blockbuster films to unabashed creative silliness, the past year saw more than a few innovative and engaging standouts. While far from a definitive tally, the Clios present a nice, even, New Year’s Eve-countdown appropriate list of 10 of the most awarded ads and brands of the past year.
Raise a glass to those who raised the bar…
10. SickKids – “Vs”
Taking the style and attitude of an athletic brand and using it as a way to inspire hope for families battling childhood illness earned Cossette Toronto multiple Clio nods on its way to changing the conversation around healthcare advertising.
9. National Geographic
With four Clio Entertainment awards (gold, silver, and two shortlists) for its “Genius” campaign and two additional silvers (for “He Named Me Malala” and “Sharkfest: Embrace Second Place”) and another gold (for “MARS Dome”), it’s safe to say that NatGeo will be toasting ’17 with gusto.
8. “Atomic Blonde” (Focus Features)
The ad campaign around this stylish actioner starring Charlize Theron took the Clio Entertainment Awards by storm, earning 9 awards including 3 Golds for the “Breathe” spot.
The social media platform accepted a total of 11 Clio nods this year, most notably for the extremely minimalistic but effective “Cannabis” billboard.
Their “Give the Rainbow” campaign was all over the 2017 Clio Awards, earning Gold and several bronzes across multiple categories. Skittles has never been afraid of being different and pushing the envelope, and that strategy seems to be working for them (and agency adam&eveDDB).
5. “Guardians of the Galaxy Vol. 2” (Disney)
From one-sheets to theater displays to trailers and TV Spots, Marvel Studio’s Guardians of the Galaxy Vol. 2 just couldn’t seem to hit a wrong note.
The core brand alone earned 18 awards in 2017, with everything from the “Face Your 21K” campaign to their AppleWatch promotion to the NIKEiD VR Studio initiative. Factor in some of the satellite brands such as Nike Football and Jordan Brand, and you see why Nike rules the Clio Sports landscape this year.
3. Der Tagesspiegel
The German newspaper earned 10 Clio Awards in 2017 (golds, silvers, bronzes, and shortlists) for its incendiary Trump billboards and print ads, and its equally effective “Refugees” and “Soccer” pieces.
2. FX Networks
When you have a great lineup of shows to work with, including Ryan Murphy’s Feud and American Horror Story, Better Things, Legion, Fargo, The Strain, and the ageless classic The Simpsons, it’s no wonder FX spent a lot of time collecting statuettes. Their entire lineup seemed to take home golds, silvers, and bronzes.
1. State Street Global Advisors – “Fearless Girl”
While not the most awarded campaign—it took home seven Clio Awards—it was by far the most newsworthy and pop culturally impactful statement of the year, and deserves all the special recognition that it got in 2017. Here’s hoping its lesson isn’t lost in ’18.