Which Campaigns Won the Kantar Advertising Effectiveness Awards Based on People’s Reactions?

Why It Matters

The recognition proves that data‑driven, culturally resonant creative can compete globally, giving Middle‑East brands a benchmark for brand growth and encouraging marketers to fuse media and creative strategy.

Key Takeaways

• Vimto Ramadan ad ranked in Kantar’s global top 10 most effective campaigns
• Kantar awards uniquely measure ad impact using real‑people reaction data
• New “campaigns” category highlights integration of creative and media effectiveness
• EA’s Apex Legends S22 campaign won overall worldwide campaign award
• Winners illustrate cultural relevance and cross‑channel synergy boost brand growth

Pulse Analysis

Kantar’s Advertising Effectiveness Awards have become the industry’s most transparent barometer of ad performance because they rely on real‑people reaction data rather than proxy metrics. By combining media‑effectiveness intelligence with qualitative expert review, the 2026 edition introduced a dedicated “campaigns” category, underscoring the growing convergence of creative storytelling and media planning. This methodological shift rewards brands that can prove measurable lift in awareness and association, a trend that is reshaping how marketers allocate spend across channels.

The standout story from the ceremony is Vimto’s Ramadan campaign, which secured the sole Middle‑East slot in the global top‑10 list. Pre‑tested with Kantar’s Link+ and Branding tools, the ad landed in the top 15 percent of Saudi ads, delivering over a 6 percent uplift in awareness and a 5 percent rise in brand association during the peak Ramadan viewing window. Its success demonstrates that culturally attuned, insight‑led creative can break regional barriers and drive quantifiable growth, offering a blueprint for other brands seeking relevance in diverse markets.

Beyond Vimto, the awards illustrate broader lessons for CMOs. EA’s Apex Legends S22 campaign won the overall worldwide award by eschewing traditional TV in favor of PlayStation, streaming, and social placements, creating a cumulative cross‑channel impact. Similarly, CeraVe leveraged a TikTok creator narrative, while Heinz refreshed a classic tagline for a tennis‑themed TV spot. These winners confirm that integrating data‑driven media tactics with authentic, culturally resonant creative—augmented by AI‑enabled content production—delivers results that exceed the sum of individual touchpoints, guiding marketers toward more effective, confidence‑based decision‑making.