WARC Awards for Effectiveness: Collaboration & Culture
Collaboration & Culture
This category will reward strategies and instances of brands entering or impacting on culture that can demonstrate a business outcome. The judges will be looking for evidence of how these approaches helped a brand achieve business goals. This might include sponsorships or partnerships, short-form social video or long-form video, native advertising or advertiser-funded TV shows.
A judging panel of industry experts, chaired by Michael Flatt, Director, Global Integrated Marketing, Xbox, will be announced in the coming weeks.
There is undeniable power in work that successfully enters culture. Authentically leveraging cultural insights can grow brands and help them secure a place of their own within culture. Within the Collaboration & Culture category of the WARC Awards for Effectiveness, we will be looking for exciting and authentic work that leaves a mark on culture while delivering results for a brand.
Director, Global Integrated Marketing, Xbox
There were 14 winning case studies in the 2021 competition, with McDonald's: The Travis Scott Meal, through Wieden+Kennedy New York, taking the Grand Prix.
McDonald's teamed up with an inspirational icon to build the brand and drive traffic with multicultural youth in the US.
The collaboration, capitalising on social media buzz and backed by merchandising support, saw youth turning up at restaurants across the country, asking for the Travis Scott Meal, with national Quarter Pounder sales doubling in the first week, making McDonald's cool again, and seeing an immediate positive impact on sales and profit.