1、The MosT CreaTive CaMpaigns,Brands&agenCies By Business seCTor 2023 It gives us great pleasure to present the 7th edition of AdForums Business Creative Report a unique ranking of the worlds most awarded campaigns by industry sector in 2023.The BCR allows advertisers and agencies to measure their cre

2、ative impact against competitors in the same industry.Awards remain an integral part of the industry ecosystem for a number of reasons.For agencies,they promote,attract and motivate talent.They offer a proof of creativity to current and potential clients.And they demonstrate expertise in specific fi

3、elds,which is one of the main aims of the BCR.The report is based on the results of more than 40 awards shows,both local and global.This year for the first time we integrated the Ciclope Festival,which covers production,directing,visual effects,animation,editing,sound and other vital elements of cra

4、ft.The report comprises nine categories:Automotive,Entertainment&Leisure,Finance,Food&Beverages,Health&Beauty,Luxury,Retail,Technology and Transport&Tourism.As 2023 was abuzz with talk of AI and its potential,its perhaps no surprise to find that AI played a role in last years most awarded campaign o

5、verall:“McEnroe vs.McEnroe”from Michelob Ultra and FCB.But while the project combined elements of artificial intelligence and robotics,it was also a terrific piece of entertainment featuring a charismatic athlete.The human element remains key.Overall,AI was less prevalent in the worlds most awarded

6、work than might have been expected.Perhaps because agencies are still testing its potential.There was one very clear trend:film and print are slipping lower down the list of awarded entries,replaced by case studies that could be broadly described as“innovations”,both digital and alternative.It seems