The best ads of 2017: our top 5

Here is our selection of some of the best ads we’ve seen in 2017. In most cases, we notice a strong tendency to integrate socially responsible and citizenship engagement. This is what we observed for the public awareness campaign Meet Graham, created by Australian advertising agency Clemenger BBDO. The campaign shows how creatives from the agency conceived, with the help of trauma surgeons, a human prototype capable of surviving to the impact of a car crash. The result is a body that is so misshapen, so deformed and ugly to watch, that we become more aware of our own vulnerability.


In Québec, the Lait campaign conceived by lg2 Montréal for Les Producteurs de lait du Québec did not go unnoticed. Even if everything has been said regarding this beverage, from its nutritive qualities for bone growth to the fact that it makes all of us reminisce about our childhood, the agency was able to come up with a fun and memorable campaign, coupled with an audacious tone, that even won the Grand Prix Crea 2017 in Québec.


Also not to be missed, The World’s Biggest Asshole, a spot created by the American agency The Martin Agency. It tells the story of a man who has been despicable all his life, until the day he dies from a heart attack. After his death, and because he agreed to do so beforehand, his organs were donated to patients waiting for an organ transplant, making him a hero in the end.


As for social media campaigns, the #NuggsForCarter campaign distinguished itself. The campaign is based on a true story: the story of Carter Wilkinson, who wanted to win a whole year’s worth of free chicken nuggets at Wendy’s. He decided to write to the restaurant chain, whose answer was that it would take 18 million retweets for them to grant his wish. With the support of companies such as Apple and Amazon, as well as millions of people, Carter Wilkinson went from 138 followers to more than 100,000, and his message was shared more than 3.4 million times. #NuggsForCarter became the most retweeted message of all times. As a result, Carter Wilkinson got his year of free nuggets at Wendy’s, and 100,000$ were donated to the Dave Thomas Foundation for Adoption in his name.


Finally, the campaign that won at the Cannes Lions, the Fearless Girl statue, a masterstroke of the McCann New-York agency that was way more than a tribute to International Women’s Day. By intentionally placing the statue of a proud-looking young girl, hands on the hips, in front of the Wall Street Bull, this stunt instantly became a symbol of social justice and equality.


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