For all of the bad advertising out there, there's a small number of campaigns that stand out. The brands behind these campaigns decide to take a risk and approach advertising from a refreshingpoint of view.Each year theThe Gunn Report produces its list of the most successful advertising campaigns, along with insights into each campaign's strategy, media execution, and effectiveness. This year it singled out 11 campaigns among the best advertising of 2016.The report identifies the most awarded adverts by combining the winners' lists from the 45 most important award festivals around the world. It does not disclose which awards festivals are included, so no-one gets annoyed. The common theme for success among most of the ads is to look beyond the brand to make a positive impact on the world in an innovative way.Always - "Girl Emojis"Idea: This ad formed part of the #LikeAGirl campaign, which launched in 2014 to tacklethe stereotypes society has created thatimpact young girls' confidence. Last year's campaign turned its attention to sexism in emojis.Strategy:The brand rallied girls to call for the creation ofnon-stereotypical emojis. After launching its film, ideas for new emojis came in and the brandresponded by creating them in real-time.Effectiveness:The video was the number one ad on YouTube in March 2016 and the campaign received attention from Emma Watson and Arianna Huffington. But the biggest sign of its success came from the emoji creators Unicode Project, which asked Always to pass along ideas for their next update.Youtube Embed:http://www.youtube.com/embed/L3BjUvjOUMc'rel=0'ecver=2Width: 640pxHeight: 360pxAriel - "Share the Load" Idea: The laundry detergent brand set out to change a cultural inequality in India, where women do the laundry in 95% of the households. The goal of the campaign was to have menshare the job.Strategy: The company conducted a survey which found the majority of women felt they hada second job at home doing the household chores. Alongside the debate in the media about the results of the survey, the brand partnered with clothing brands to get them to place tags in clothes saying: "This fabric can be washed by both men and women." It also convinced dating sites to use the "Share the Load" slogan as a woman's selection criteria.Effectiveness: The brand doubled its sales targets and 28% of people who watched the ad recalled it. The campaign had a sizable impact on India's culture where 1.57 million pledged to do the laundry.Youtube Embed:http://www.youtube.com/embed/NnumwhVFavA'rel=0'ecver=2Width: 640pxHeight: 360px Burger King - "McWhopper"Idea:In honor of Peace Day, Burger King reached out to McDonalds to create a mashup of their two iconic burgers.Strategy:Everything was planned behind the scenes to publicly get a reaction from McDonald's. Burger Kingcreated a dedicated websitefor the proposal, alongside ads in two national newspapers, billboard ads, and social media outreach. Even before knowing McDonald's answer it prepared a co-branded popup shop complete with employee apparel and signs.Effectiveness:Burger King's proposal was met with a lot of public support but McDonald's turned down the offer. That didn't stop it from happening as people took matters into their own hands and began mashing up the two burgers themselves. Burger King had prepared its campaign for both scenarios, ensuring it was a success. The campaign got 8.9 million media impressions and became the top trending topic on Facebook and Twitter.Youtube Embed:http://www.youtube.com/embed/e01a4-ClcTs'rel=0'ecver=2Width: 640pxHeight: 360pxSee the rest of the story at Business Insider
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