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Ikea, Burger King and Nesspreso have been the clear winners of the campaign rankings produced every year by the brand consultancy and data analysis ‘Kantar’. Based on the opinion of consumers of each brand, the consultancy annually celebrates the ‘Kantar Creative Effectiveness Awards’, which awards the ten most “creative and effective” ads.

In this way, they have recognized the most outstanding digital and television campaigns in Spain in 2020, based on the originality, differentiation, ‘branding’, as well as emotion and connection that they achieve with the consumer.

According to Kantar in a statement sent this Thursday, the consultancy has an “enormous volume of information and valuable conclusions” on the creativity and effectiveness of the more than 4,500 Spanish campaigns that evaluate (10,000 worldwide).

Thus, the ten who have managed to rise as winners del Kantar Creative Effectiveness Awards 2021 son:

Not understood

Got the first position with the campaign We care from the McCann agency. According to Kantar, it “excellently” manages to engage its target audience, focusing the ad on the sustainability of its activity.


The bell Activists unknowingly It is also from McCann and is similar to that of Nespresso in that sustainability is its strong point, “highlighting its magnificent use of humor”, for which it has received the second position.

Burger King

King Selection: Truffle with mushrooms is the ad that achieves the third position, combining product innovation and “a very attractive execution” that leads to the desire to consume.


McCann returns to carry out another winning campaign, in this case that of Muddy Boots in which inclusivity combined with humor stands out, which obtains the fourth place.

Affinity Petcare

In this case, it is DDB who carries out this campaign that is positioned with a Fifth place: There is no better recipe.


Beauty de Ogilvy achieves greater desirability among Nestlé Gold’s target audience in the product and the sixth place of the list.

Amazon prime

The seventh position is for Amazon Prime, with its trailer of El Cid Season 1 de User T38.


Hellmann’s company achieves the eighth place despite not having been issued yet with Summer BBQ by Ogilvy.


More than a tomato – Homemade Recipe by LOLA MullenLowe achieves for Orlando the ninth place of the ranking.


Finally, the tenth place Tulipán occupies it with his campaign Spreading & baking de Hirschen, MullenLowe y Aftershare


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