The World Creative Rankings mid-year update highlights the leading advertisers, agencies, and campaigns from the first half of 2025. Among the top campaigns, 'Spreadbeats' by FCB New York for Spotify creatively transformed a media plan spreadsheet into a music video. 'Lap of Legends' by FCB New York for Michelob Ultra introduced a real versus virtual Formula 1 race, showcasing AR and AI technologies. 'Price Packs' campaign by Serviceplan Munich for Penny emphasized price stability through bold product packaging.
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.
Michelob Ultra staged the first-ever real versus virtual Formula 1 race, pitting current Williams Racing driver Logan Sargeant against AI avatars of legendary F1 champions. The event, broadcast live in 31 countries, used cutting-edge AR and AI to bring racing icons back to the track.
Penny's campaign made price the hero by printing it boldly on product packaging, signaling a commitment to price stability amid economic uncertainty.
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