The Webby Awards is the international proving ground for Internet excellence. Our stage recognizes the world’s smartest teams, from climate-focused and tech-forward agencies across the EU, to production studios breaking new ground in storytelling across Australia and Canada. So we’re diving deeper into who is leading the charge. The Webby Awards 2024 International Index is our annual rankings project that maps where the best of the Internet is made. It highlights the highest-performing countries from last year’s competition.
Explore it for insights into which countries, companies, and trends are shaping the world—and learn what it takes to make best-in-class work.
Methodology
Our list of key industries to analyze for each index was derived from entries in The Webby Awards. Our team looked at which industries over-index in our competition. We then found the six countries with the highest-performing work across the competition, and the five highest-performing companies within each country. Each company is ranked by the number of Webby Awards, People’s Voice Awards, nominations and honors their work received in last year’s competition. Webby Award and People’s Voice Award wins weigh heavier in our calculations
From the United Kingdom to Germany, and Canada to Australia, creative teams across these markets are setting the tone for innovation.
Looking at the spread of work, a few themes have emerged. Despite industry shifts, strong visual storytelling is still shaping the media industry. The Creator Economy is growing as well, with companies specializing in Creator-driven projects, winning big in the 28th Annual Webby Awards. Advertising agencies are still creating purpose-driven campaigns. While DE&I efforts have declined as a topic, social impact campaigns are drawing attention to the climate crisis, humanitarian action and responsible technology.
The United Kingdom (UK) takes the lead in our 2024 International Index as the highest-performing country during last year’s Webby Awards.
Teams across this region earned an impressive 36 Wins, 71 Nominations and 69 Honors. As the UK’s frontrunner, BBC is leading creative excellence in visual storytelling and in-house marketing. Its work like ‘BBC Ideas,’ a short film series for curious minds, and ‘Voice for Nature,’ BBC Creative’s environmental campaign, earned high recognitions last year.
Immersive experiences and content creator partnerships were recurring themes in the work as well. iCandi Apps Ltd’s Night Sky app and Whalar’s campaign ‘When Oatly Took Down the Moo-fia.’
Strong social campaigns and rapid response marketing is shaping digital work out of Canada, with Leo Burnett Toronto leading the charge.
Agile social media campaigns and product drops shaped the commercial work from Canadian companies. Leo Burnett Toronto’s Generative AI-driven ad, ‘Pepperoni Hug Spot,’ tapped into the year’s biggest topic. Rethink’s ‘Heinz Ketchup & Seemingly Ranch’ embraced drop culture by releasing a limited edition sauce for extremely online audiences.
The importance of protecting vulnerable communities was evident in Canada’s creative work. Leo Burnett Toronto launched ‘The Watch,’ a call to action to combat racism in the gaming community. Missing Matoaka by BBDO Canada generated alternative audio and scripting to tell the true story of Pocahontas and many indigenous women like her.
Climate solutions and human-centricity were at the heart of creative work made in Germany.
German creatives have moved beyond making awareness campaigns, and towards sustainable innovation in their projects. From better waste management in Accenture Song Germany’s ‘Stop Waste. Go Circular’, and SERVICEPLAN Germany’s ‘AIZOME WASTECARE™ Industrial waste — certified as skincare.’
Human rights and health issues were also prominent focuses in the work. Germany frontrunner Jung von Matt AG was recognized for RESISTRUMENTS, a campaign that repurposed weapons into musical instruments. Honorable mentions include production company Tempomedia Filmproduktion GmbH for ‘Telekom – Without Consent,’ its film calling for stronger child protections online.
Once again Dutch companies dominated the competition, with creative teams making some of the year’s best immersive experiences.
Last year’s Webby Agency of the Year, DEPT®, was recognized for work like ‘Info Interventions,’ an experiment educating netizens on misinformation. Additionally, it earned high recognition for ‘See Yourself in Sound,’ its interactive experience for Bang & Olufsen.
Dutch agencies are crafting commercial work with emerging and interactive technologies. Monks, last year’s Webby Production Company of the Year, blended physical and virtual experiences in its ‘Make It Real,’ campaign with AI influencer Lil Miquela. Social-first agency GoSpooky crafted the Snapchat AR filter of the summer for ‘The Barbie Takeover.’
Creatives in Australia are embracing more play, and driving important cultural conversations in their work.
Australian podcast companies earned recognition in last year’s Webby Awards for driving educational, and poignant conversations. Pearly Productions’ fictional podcast ‘Diversity Work’ invites you into a writers’ room entangled in a DE&I scandal. SBS’ ‘Should You Really Eat That?’ debunks the cultural confusion around the foods we consume.
The Monkeys showed range—celebrating the art of creativity in ‘Play It Safe’ for Sydney Opera House, while they called attention to the climate crisis in ‘The First Digital Nation,’ which protects the sovereignty of a Pacific nation as it battles rising sea levels. ‘Climate Doctor’s Certificate’ by CHEP Network encouraged student activists to take a sick day to protest for a sick planet.
France made the International Index for the first time since 2019, with game design and mixed reality work making waves in the competition.
French companies are advancing innovation with immersive technologies, as well as craft in gaming. Focus Entertainment earned high honors for the visual identity of its games ‘Dordogne,’ an exploration of memory and healing, and ‘Chants of Sennaar,’ a language-deciphering experience. Astrea, a leading creator of virtual and mixed reality content, earned recognitions for ‘Wallace & Gromit in the Grand Getaway,’ its Meta Quest VR experience.
Generative AI and Web3 technology were present in France’s work as well. From Photoroom, an AI editor used for some of the year’s standout experiences to Swipe Back and Ledger’s ‘Ledgerverse – School of Block’ game, which educates the masses on the power and potential of Web3.
New Zealand, Spain, and Japan have come out on top as the emerging markets of 2024, with New Zealand and Japan making it into the top for the second consecutive year.
Purpose lies at the heart of these industries, with creative projects increasingly centered around human-centrism, social impact and sustainability. New Zealand’s initiatives, such as Olympic Channel’s ‘Playing Fields,’ actively challenge stereotypes and promote inclusivity in sports. Jory&Co’s ‘Energy Profits’ uncover ongoing discussions around energy profits, revealing the urgency of addressing climate concerns. In Spain, projects like the 2023 LVMH Prize Digital Showroom by Feels Like focus on promoting accessibility to art housed online, and exhibitions like ‘Contemporánea’ by Prodigioso Volcán highlight cultural narratives with nuance.
These markets are harnessing digital creativity to inspire meaningful change and promote both personal and community connections. Japan’s innovative work, featuring projects like BLOC NATION’s ‘Design Thinking Online,’ which emphasizes human-centric design, and Wieden+Kennedy Tokyo’s campaign ‘Imperfect You,’ which explores personal and societal identity, reflects a commitment to social reflection for the benefit of all.
Earn Global Recognition, and Enter the Webby Awards
Entries are officially open for the 29th Annual Webby Awards, which honors excellence on the Internet. We accept work across Websites and Mobile Sites; Video & Film; Advertising, Media & PR; Apps & Software; Social; Podcasts; AI, Immersive & Games; and new this year, a dedicated suite of honors for Creators!
Anyone can win big at the Webby Awards—from game developers in France to creative agencies in the Netherlands. The only requirement is to do great work. Join a legacy of the most exciting creatives and companies; take advantage of early entry pricing and submit your projects by our Early Entry Deadline on Friday, October 25th.
