"This week, The Drum is publishing our mid-year update to the World Creative Rankings, highlighting the advertisers, agencies and work leading the way so far at this year's awards festivals. In our first cut from the World Creative Rankings Mid-Year Leaderboards, we take a look at the campaigns bringing back the silverware from the industry's first-half majors, including The Drum Awards, Cannes Lions and The Clios. From humorous self-awareness to media subversion and gamified interaction, the most-awarded campaigns of 2025 so far have it all."
"'Spreadbeats' by FCB New York for Spotify Spotify transformed the humble media plan spreadsheet into a dynamic music video, coded entirely within Excel using built-in functions. The campaign targeted media planners, demonstrating Spotify's evolution from an audio-only platform to a vibrant, multi-format advertising space. By animating a single spreadsheet cell into a 3D character, the ad metaphorically showcased the creative potential of Spotify's ad formats."
A mid-year World Creative Rankings report analyzes 1,091 campaigns from 708 advertisers working with 609 agencies to identify top-performing creative work across early 2025 festivals. Leading entries combine technological daring, media-savvy formats and clear shopper messaging. FCB New York’s Spotify "Spreadbeats" converted an Excel spreadsheet into a music video to showcase multi-format ad potential and won multiple top awards. FCB New York’s Michelob "Lap of Legends" staged a real versus virtual F1 race using AR and AI, broadcast to 31 countries. Serviceplan Munich’s Penny "Price Packs" printed prices on packaging to emphasize affordability and price stability.
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