Which country is the most creative in the world?

Did you know Kiwi is not just a fruit? It’s also the name of a wild bird, and it’s native to the most creative country on the planet — New Zealand. Here’s why.

While neither the fruit nor the bird can fly — it’s flightless — what has taken flight in the small island country is its imaginative marketing industry, which was recognized by advertising’s most pristine awards. At last year’s Cannes Lions Festival, New Zealand snagged more awards per capita of any country in the world: one Cannes Lion per 155,989 people. As for the U.K. and the US, fourth and eighth, respectively, with just one Lion per 849,886 people in Britain, and one Lion per 2,287,003 people in the States.

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