How collaborations with third parties, including native advertising and sponsorships, have helped brands meet business goals.

Grand Prix

123590

An Ignis Adventure

Brand Suzuki Ignis
Agency the7stars
Advertiser Suzuki Cars
Country United Kingdom

Suzuki co-created a TV show to engage young women and increase sales of its Ignis model in the UK.

The car brand worked with Channel 4 to create All Star Driving School – a TV series that followed celebrities learning to drive and celebrated the freedom driving gave them, featuring the Ignis throughout.

As a result of the campaign, sales exceeded the target by 5% in a declining market, and Suzuki's market share increased.

Gold

The Loneliness Documentary

The Loneliness Documentary

Brand Age UK
Agency Manning Gottlieb OMD
Advertiser Age UK
Country United Kingdom

Age UK, the charity dedicated to older people, co-created a TV programme in order to explain the issue of loneliness and increase donations and volunteering in the UK.

World Press Freedom Day

Effective Native Special Award

World Press Freedom Day

Brand The New York Times
Agency Droga5, UNESCO
Advertiser The New York Times
Country North America

American newspaper The New York Times drew attention to the need for a functioning free press in the US through a multichannel strategy around World Press Freedom Day.

Gamers' Playground

Gamers' Playground

Brand KFC
Agency Mindshare China
Advertiser Yum! China
Country China

KFC partnered with popular video game Onmyoji to bring the gaming experience to life in its restaurants, increasing sales in China.

Silver

The Welcome Drink

Brand Diageo
Agency Spark Foundry Australia, Leo Burnett Sydney
Advertiser Diageo Australia
Country Australia

Bums don't lie

Brand Pampers India
Agency MediaCom Communications
Advertiser Procter & Gamble
Country India

Successful Sponsorship Special Award

The Auction

Brand Dacia
Agency OMD Italy, Publicis Italy
Advertiser Renault
Country Italy

Unveil Saudi

Brand Saudi Telecom Company
Agency J. Walter Thompson
Advertiser Saudi Telecom Company
Country Saudi Arabia

Advertising On Demand

Brand John Lewis
Agency Manning Gottlieb OMD, adam&eveDDB
Advertiser John Lewis
Country United Kingdom

Bronze

Collaboration with an Influencer Special Award

CoinciDance

Brand ŠKODA
Agency PHD Taiwan
Advertiser ŠKODA
Country Taiwan

The Talk

Brand Procter & Gamble
Agency Hearts & Science, BBDO
Advertiser Procter & Gamble
Country North America

Mobile voice pack

Brand Rexona
Agency Mindshare Philippines, MullenLowe Philippines
Advertiser Unilever
Country Philippines

Bring Out the Bold with The Voice

Brand Listerine
Agency UM, J. Walter Thompson São Paulo
Advertiser Johnson & Johnson
Country Latin America


Shortlist

Cybersport

Brand Axe
Agency Initiative Media Russia
Advertiser Unilever
Countries Russian Federation

Re-writing the influencer playbook

Brand Pond's
Agency Mindshare
Advertiser Unilever
Country Indonesia

The Perfect Night In

Brand Just Eat
Agency m/SIX
Advertiser Just Eat
Country United Kingdom

EA Games & Need for Speed Payback

Brand Need for Speed Payback
Agency Spark Foundry Australia
Advertiser EA Games
Country Australia

NBA Live in-game sponsorship

Brand Clear
Agency Mindshare Philippines, Maiden Marketing
Advertiser Unilever
Country Philippines

Where winners feel at home

Brand Courtyard by Marriott
Agency Brands & Emotions
Advertiser Marriott International
Country Germany

Judges

Special Awards

Successful Sponsorship Award – for the best example of a brand effectively aligning itself with, for instance, an entertainment property or a sporting event

Effective Native Award – for the best example of a native campaign that helped a brand meet its business objectives

Collaboration with an Influencer Award – for the most effective partnership with an influencer appropriate for the target market

Contact

Lucy Aitken

Lucy Aitken, Managing Editor – Case Studies
+44 (0) 20 7467 8154
mediaawards@warc.com