The ARF David Ogilvy Awards

Celebrating the critical role of insights that inspire great advertising

Browse the latest case studies

About the Awards

The ARF David Ogilvy Awards honour extraordinary and/or creative uses of research in the advertising development processes of research firms, advertising agencies, and advertisers. The winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns.

The most recent Awards were announced in March 2018 and the winning papers are available to read here on WARC.

Find out more about the ARF

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Grand Ogilvy

Mr Clean

Cleaner of Your Dreams

Brand Mr. Clean
Agency Leo Burnett Worldwide
Country United States

P&G reinvented its brand Mr. Clean by creating a TV spot for the Super Bowl.

The brand uncovered a surprising connection between sex and cleaning, and created an integrated campaign, which involved a TV spot of a woman being seduced by a hotter-than-ever Mr. Clean.

The campaign drove sales across 82% of Mr. Clean’s overall portfolio.



Born the Hard Way

Brand Budweiser
Agency Ipsos Connect
Country United States

Budweiser launched a TV commercial at the Super Bowl 2017 to reconnect with its target and increase brand relevance.

Rice Krispies

So Much To Love

Brand Kellogg's Rice Krispies
Agency Leo Burnett Worldwide/Starcom Worldwide
Country United States

Kellogg's increased brand awareness of its Rice Krispies Treats among parents by redesigning the packaging as a lunchbox note.

Honey Nut Cheerios

Bring Back the Bees

Brand Honey Nut Cheerios
Agency Cossette Inc.
Country Canada

Honey Nut Cheerios launched its Bring Back the Bees campaign in Canada to help raise awareness of the declining bee population and increase brand sales.

Truth Initiative


Brand Truth Initiative
Agency Ketchum/GfK/Crux Research/CommSight/Assembly/72andSunny
Country United States

Truth Initiative raised awareness of the tobacco industry targeting young, low-income groups by launching a campaign at the Grammys.

Farmers Insurance

We know from experience

Brand Farmers Insurance
Agency n/a
Country United States

Farmers Insurance stood out in a noisy category by creating a video campaign that showed its target audience the crazy accidents it has handled.


Emerge and See

Brand Emergen-C
Agency TracyLocke/Kantar Millward Brown/Grey Advertising/GfK/Firefly Millward Brown
Country United States

Ways In

Brand UnitedHealthcare
Agency Millward Brown/Leo Burnett Worldwide
Country United States

Naughty Bags: Reinventing the condom

Brand Diverse & Resilient
Agency Cramer Krasselt
Country United States

Real People, Not Actors

Brand Chevrolet
Agency n/a
Country United States



Agency Starcom MediaVest Group/Leo Burnett Toronto
Country Canada

Deposit path to purchase

Brand Bank of America
Agency TPN/Market Strategies International/Hill Holliday/Harte Hanks/GroupeConnect
Country United States

Life can change in an instant

Brand Covered California
Agency Lagrant Communications/Casanova McCann/Campbell-Ewald Communications
Country United States

Teddy Gun

Brand Illinois Council Against Handgun Violence
Agency FCB Chicago/Current Marketing/Lord&Thomas
Country United States


Brand MetLife Japan
Agency Prophets/Naked Communications
Country Japan

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