Best ad campaigns worldwide 2019
In an annual assessment of advertising campaigns, the top three spots were taken by promotional activities in the U.S. and Japan. The Japanese ad "Oyster Kanji Dictation" for Hiroshima Tourism secured the second spot, following the "It's a Tide ad" for Tide by the agencies Saatchi & Saatchi New York, Hearts & Science New York and MKTG New York, which topped the list in 2019.
Touching on a completely different topic, the Japanese ad "Oyster Kanji Dictation" for Hiroshima Tourism secured the second spot. The ad, created by I&S BBDO Tokyo and BBDO J West Hiroshima, for Hiroshima Prefecture, a local government in Japan, targeted the perception of the consumption of oysters. While the prefecture had been a well-known oyster producer, locals did not eat oysters or recommend them to tourists. In addition to non-paid PR announcements on media saying that the locals are not familiar with the word oyster in kanji, the campaign involved handing out school workbooks focused on teaching the word’s spelling and its use in sentences. Owing to this, the campaign managed to bring change within these communities, with oyster consumption doubling in the area, and earning 2.8 million U.S. dollars in earned media.
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Best advertising campaigns – additional information
The top spot was taken by "It's a Tide ad", promoting the U.S. laundry detergent brand, Tide. Strategically placing campaign ads during the Super Bowl and transforming traditional Super Bowl ads into Tide Ads, the company saw the effects of their advertising campaign, which was run by Saatchi & Saatchi New York, Hearts & Science New York, MKTG New York, with sales increasing by over 75 million U.S. dollars.Touching on a completely different topic, the Japanese ad "Oyster Kanji Dictation" for Hiroshima Tourism secured the second spot. The ad, created by I&S BBDO Tokyo and BBDO J West Hiroshima, for Hiroshima Prefecture, a local government in Japan, targeted the perception of the consumption of oysters. While the prefecture had been a well-known oyster producer, locals did not eat oysters or recommend them to tourists. In addition to non-paid PR announcements on media saying that the locals are not familiar with the word oyster in kanji, the campaign involved handing out school workbooks focused on teaching the word’s spelling and its use in sentences. Owing to this, the campaign managed to bring change within these communities, with oyster consumption doubling in the area, and earning 2.8 million U.S. dollars in earned media.
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