A Heineken campaign took the top spot

Heineken ad of people in a bar
Heineken took the top spot in the Kantar Creative Effectiveness Awards.

By Stephen Lepitak

41 mins ago

The impact on creative work during the Covid-19 pandemic prompted growth in solemn messaging as marketers aimed to hit the correct mood of the world. But effectiveness research from data insights company Kantar has discovered that humorous ads resonated best with audiences, placing a Heineken campaign at the top of last year’s work.