WARC Awards

The winners have been announced for all 3 categories.


Grand Prix

Care Counts: Brand purpose can make a difference

Partnership Special Award

Care Counts: Brand purpose can make a difference

Brand Whirlpool
Agency DigitasLBi
Advertiser Whirlpool Corporation
Country North America

Research revealed that children across the US were missing school because they didn't have access to clean clothes.

Whirlpool installed washers and dryers fitted with data-collection devices in schools, to give disadvantaged pupils access and track attendance rates.

The attendance of over 90% of the participants increased, as well as their motivation and participation in class.

Gold

Dads Share the Load

Longevity Special Award

Dads Share the Load

Brand Ariel Matic
Agency BBDO India
Advertiser Procter & Gamble India
Country India

Continuing to focus on deep-rooted cultural views that put Indian women in charge of household duties, Ariel turned its attention to fathers and the passing down of cultural gender bias.

Future Child

Future Child

Brand Lifebuoy
Agency MullenLowe Singapore, MullenLowe Lintas Group India
Advertiser Unilever
Country India

Lifebuoy successfully changed expectant mothers' hand-washing habits in India during the neonatal period with an emotional campaign about child mortality.

#MyFamilyCan

#MyFamilyCan

Brand SPC / Goulburn Valley / Ardmona
Agency Leo Burnett Melbourne, Studio Pancho
Advertiser SPC Ardmona
Country Australia

Quickly reacting to a food scandal and alarm about the country of origin of food products in Australia, SPC put local farming families at the front of its campaign.

Silver

Analytics Special Award

No Baby Unhugged

Brand Huggies
Agency Ogilvy, Mindshare
Advertiser Kimberly Clark
Country Canada

The radicalisation of Persil

Brand Persil
Agency MullenLowe London
Advertiser Unilever
Country United Kingdom

It's Not My Period

Brand U by Kotex
Agency Ogilvy, Mindshare
Advertiser Kimberly Clark
Country Canada

Bronze

When embracing dirt became an act of faith

Brand Surf Excel
Agency MullenLowe Lintas Group
Advertiser Unilever
Country India, Pakistan, United Arab Emirates

From purpose to profit

Brand Art Fund
Agency 101
Advertiser Art Fund
Countries United Kingdom

The AC Vests

Brand Emirates NBD
Agency FP7/Dubai, MediaVest Spark
Advertiser Emirates NBD
Country United Arab Emirates

Shortlist

Hope is Tougher

Brand Off The Street Club
Agency Energy BBDO
Advertiser Off The Street Club
Country North America

Getting India to say Good K'night even in the mornings

Brand Good Knight
Agency J. Walter Thompson
Advertiser Godrej Consumer Products Pvt. Ltd.
Country India

Be The Guy

Brand Be The Match
Agency space150
Advertiser National Marrow Donor Program
Country United States

Pay With Blood

Brand National Institute for Blood Transfusions & Untold Festival
Agency UM
Advertiser National Institute for Blood Transfusions & Untold Festival
Country Romania

The First Hello

Brand Elevit
Agency PHD China
Advertiser Bayer
Country China

A Priceless Delivery

Brand MasterCard Priceless Causes
Agency FP7/Dubai
Advertiser MasterCard
Country United Arab Emirates

Don't 'treat' yourself to antibiotics

Brand National Health Insurance Company – Daman
Agency FP7/Dubai
Advertiser National Health Insurance Company – Daman
Country United Arab Emirates

Ad D

Brand National Health Insurance Company – Daman
Agency FP7/Dubai
Advertiser National Health Insurance Company – Daman
Country United Arab Emirates

The Heart Attack Act

Brand The New Zealand Heart Foundation
Agency Barnes, Catmur & Friends Dentsu
Advertiser The New Zealand Heart Foundation
Country New Zealand

A World of We

Brand Coca-Cola
Agency FP7/Dubai
Advertiser Coca-Cola
Country Middle East

About

This category is for marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.

Purpose-led approaches to marketing have been successful not just in fulfilling a societal need but also in achieving commercial goals. We want to see evidence that brands are integrating purpose into their marketing and their wider enterprise as opposed to investing in bolt-on CSR programmes. Judges will be looking for a direct relevance between purpose and brand in addition to solid evidence of how a purpose-led approach is producing a tangible return.

Judges

Special Awards

Longevity Award – for the best purpose-led strategy with a long-term sustainability commitment of three years or more

Analytics Award – for use of data to demonstrate effectiveness of a brand purpose-led strategy

Partnership Award – for the best purpose-led strategy that relies on a collaboration

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