Grand Prix
Best Multiplatform Special Award
DB Export: I'm Drinking It For You
Agency Colenso BBDO
Advertiser DB Breweries
Market New Zealand
DB used a multiplatform takeover encompassing TV, radio, print, digital, social and experiential to launch its DB Export Gold Extra Low-Carb Beer in New Zealand.
Using the idea of drinking DB Export Gold ELC as a selfless act for loved ones, it launched a love song and accompanying music video on Valentine's Day through a partnership with New Zealand Media and Entertainment, and drove trial with 12-pack 'beer bouquets.
The campaign exceeded all objectives and delivered an ROI of more than 10:1.
Gold
Smart Spender Special Award
Agency TBWA\RAAD
Advertiser SNIFF
Market United Arab Emirates
SNIFF turned rescue dogs into football stars in a social media campaign to boost adoption rates in the UAE.
Long-Term Idea Special Award
Agency MullenLowe US
Advertiser Nuveen
Market United States
Nuveen joined with publisher Forbes to re-rank its Forbes 400 List of billionaires to reclaim its leadership in the responsible investing space in the US.
Northern Territory: Top End Wedding
Agency Atomic Media
Advertiser Tourism Northern Territory
Market Australia
Tourism Northern Territory created a feature film to challenge outdated perceptions of the area as a holiday destination and increase tourist numbers from Australia and the rest of the world.
Silver
Mastercard: Cash is no more king in India
Agency McCann Worldgroup
Advertiser Mastercard
Market India
Agency FP7 McCann Dubai
Advertiser WHSmith
Market United Arab Emirates
Al Tayer Motors: Unseen Potential
Agency FP7 McCann Dubai
Advertiser Al Tayer Motors
Market United Arab Emirates
The Times of India: Lost Votes
Agency Bennett Coleman & Co. Ltd.
Advertiser Bennett Coleman & Co. Ltd. (The Times Group)
Market India
McDonald's: Chinese New Year Transfiguration
Agency BBDO China
Advertiser McDonald's China
Market China
Bronze
Agency MullenLowe US
Advertiser Century 21
Market United States
Aurecon: Engineering Reimagined
Agency In-house
Advertiser Aurecon Australasia Pty Ltd
Market Asia Pacific & Middle East (general regions)
Emirates NBD: Inspire What's Next
Agency FP7 McCann Dubai
Advertiser Emirates NBD
Market United Arab Emirates
The Open University: The Open Diaries
Agency RAPP
Advertiser The Open University
Market UK
Shortlist
Agencies Ogilvy Australia, Wavemaker
Advertiser Whitelion
Market Australia
ookyo: Gaming the telco ecosystem
Agency Kingdom Digital Solutions Malaysia
Advertiser Maxis Broadband Malaysia
Market Malaysia
Neutrogena: A moisturizer for those who never stop
Agency UM
Advertiser Johnson & Johnson
Market Argentina
OldTown White Coffee: Anything is Pause-able
Agencies ensemble worldwide, Initiative
Advertiser White Café Sdn Bhd
Market Malaysia
Agency TBWA\RAAD
Advertiser du Telecommunications
Market United Arab Emirates
Puck: Making mealtime fun time
Agency FP7 McCann Dubai
Advertiser Arla Foods
Market United Arab Emirates, Saudi Arabia
Agency Mindshare China
Advertiser Nike
Market China
Agencies Havas New York, Havas Formula
Advertiser Reckitt Benckiser
Market North America
Judges
A judging panel of industry experts, chaired by Ash Tailor, Global Brand & Marketing Director, LEGOLAND, will be reading the entries.
Special Awards
The Long-Term Idea Award – for a content strategy that has delivered sustained success for a brand.
Best Multiplatform Award – for a content strategy that has successfully used a range of different comms channels.
Smart Spender Award – for a content strategy that was effective on a budget of $500K or less.
Grand Prix
KFC: How KFC's #1 fan charmed millions
Agency Reprise
Advertiser QSR Stores Sdn Bhd
Market Malaysia
KFC used a comedic take on a social influencer to drive affinity with millennials in Malaysia.
It introduced Mat Ayam Free, a KFC fanboy who sparked talkability by hijacking other carefully curated top celebrities' Instagram pages, while shamelessly promoting KFC's chicken promotion.
The move increased brand share amongst teens and young adults by 4% each, gained exposure to 20.3m followers, gained 2.5m followers of its own and reversed negative social sentiment.
Gold
German Rail: No Need to Fly – Around the World in Germany
Agency Ogilvy Germany
Advertiser German Rail
Market Germany
German Rail created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.
Agency MullenLowe U.S.
Advertiser Burger King
Market United States
Burger King created an online campaign based on 'creeping' on social media influencers' pages to launch a new dessert product to young millennials in the US.
Silver
Path-to-Purchase Special Award
Agency Memac Ogilvy
Advertiser Yum! Brands MENAPKT
Market Middle East & North Africa (general region)
Amazon Prime Reading: Everyone is an Amazing Book
Agency McCann Worldgroup China
Advertiser Amazon China
Market China
Snickers: Bring Back the Idols
Agency BBDO Japan
Advertiser MARS Japan
Market Japan
El Tiempo: #Women Rewrite Women
Agency MullenLowe SSP3
Advertiser El Tiempo
Market Colombia
Bronze
Yes on 3 Coalition: Be a Masshole, Not an Asshole
Agency MullenLowe U.S.
Advertiser Yes on 3 Coalition
Market United States
Agency RE-MIND PHD
Advertiser ŠKODA
Market France
Smart Spender Special Award
WWF: Great Work – WWF's Black Friday twist
Agency Facebook Creative Shop
Advertiser WWF
Market United Kingdom
Lady's Choice: The Gift of Social Commerce
Agency Ogilvy Philippines Inc.
Advertiser Unilever
Market Philippines
Live Special Award
Agency MullenLowe U.S.
Advertiser Change the Ref
Market United States
Shortlist
Burger King: Celebrating Subcultures
Agency MullenLowe U.S.
Advertiser Burger King
Market United States
Listerine: Sebarkan Kata Seharum Bunga – Spread Good Words as Fragrant as Flowers
Agencies ensemble worldwide, Universal McCann
Advertiser Johnson & Johnson Sdn Bhd
Market Malaysia
Agency MullenLowe U.S.
Advertiser JetBlue
Market United States
The Federation (FELGTB): Hidden Flag
Agency LOLA MullenLowe
Advertiser The Federation (FELGTB)
Market Russian Federation
Burger King: Who said men don't cry?
Agency Wunderman Thompson KSA
Advertiser Burger King
Market Saudi Arabia
Mamee Monster: The Return of an Icon
Agency Reprise
Advertiser Mamee Double Decker
Market Malaysia
RDFL – The Lebanese Women Democratic Gathering: Young Bride
Agency Wunderman Thompson Beirut
Advertiser RDFL – The Lebanese Women Democratic Gathering
Market Lebanon
Unilever Malaysia: Unilever Makes You The Steadiest Football Zombie
Agencies ensemble worldwide, Mindshare
Advertiser Unilever (Malaysia) Holdings Sdn Bhd
Market Malaysia
Agency FP7 McCann Dubai
Advertiser Arla Foods
Market Middle East & North Africa (general region)
Judges
A judging panel of industry experts, chaired by Lex Bradshaw-Zanger, Vice President, Chief Marketing Officer, L’Oréal UK & Ireland, Chief Digital Officer, We Like The World, will be reading the entries.
Special Awards
Path-to-Purchase Award – for a social strategy that successfully drove sales.
Smart Spender Award – for a social strategy that was effective on a budget of $500K or less.
Live Award – for the best real-time campaign that has helped the brand achieve a specific business result.
Grand Prix
Airbnb: The Country Pub Project
Agency Airbnb Creative APAC
Advertiser Airbnb
Market Australia
Airbnb regained its position as the most popular booking site by creating a project to support regional Australia by boosting a staple of rural life: the country pub.
The campaign was distributed via mass media with high reach, and used a combination of public policy, paid media, earned media and owned channels in a three-stage strategy.
Results exceeded targets, with a reach of more than 15m and video views of more than 30m driving increases in brand favourability and unaided awareness.
Gold
Evaluation Special Award
Times of India: Out & Proud – India Comes Out of the Closet
Agency FCB India
Advertiser Bennett Coleman & Co. Ltd
Market India
The Times of India newspaper sparked a nationwide movement to normalise LGBTQ with a special Out and Proud classifieds section in India.
Employee Engagement Special Award
Agency FP7 McCann Dubai
Advertiser Landmark Group
Market United Arab Emirates
Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.
Agency Wunderman Thompson Tunis
Advertiser Tunisie Telecom
Market Tunisia
Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.
Agency FP7 McCann Dubai
Advertiser Seera Group
Market Saudi Arabia
Almosafer reversed declining market share through an emotive Ramadan film in Saudi Arabia.
Silver
Band-Aid: Job-Hunting in Sneakers
Agency BBDO Japan
Advertiser Johnson & Johnson
Market Japan
Agency DEC PR
Advertiser Reckitt Benckiser
Market Australia
Hungarian Telekom: Senior Gamer Club
Agency Uniomedia
Advertiser Deutsche Telekom
Market Hungary
Clear: Abtal El Shawarea' (The Stars on the Streets)
Agency FP7 McCann Cairo
Advertiser Unilever
Market Egypt
Sustainability Special Award
Agency Santa Clara
Advertiser AMBEV
Market Brazil
Jawwy: The Ramadan campaign that didn’t launch in Ramadan
Agencies FP7 McCann Dubai, FP7 McCann Riyadh
Advertiser STC
Market Saudi Arabia
Bronze
Lead agency Forsman & Bodenfors Singapore
Contributing agency Verizon Media
Advertiser Procter & Gamble
Market China
Cadbury Dairy Milk: Glass and a half in everyone
Agency Ogilvy Malaysia
Advertiser Mondelez International
Market Indonesia
Agencies McCann London, McCann Paris
Advertiser L'Oréal Group
Market United Kingdom
Harpic: Overcoming India's Toilet Divide
Agency McCann Worldgroup India
Advertiser Reckitt Benckiser
Market India
Agency Leo Burnett
Advertiser Maxis
Market Malaysia
Shortlist
Burger King Whopper: Real Meals
Agency MullenLowe US
Advertiser Burger King
Market United States
Standard Chartered Bank: Art Gap
Agency TBWA\RAAD
Advertiser Standard Chartered
Market United Arab Emirates
Agencies PHD Media, Johannes Leonardo
Advertiser Volkswagen
Market North America
Fair & Lovely: Democratising Education for Women in Indonesia
Agency Mindshare Indonesia
Advertiser Unilever Indonesia
Market Indonesia
Agencies FP7 McCann Doha, FP7 McCann Beirut
Advertiser Ooredoo
Market Middle East & North Africa (general region)
Judges
A judging panel of industry experts, chaired by Ivan Pollard, Senior Vice President, Global Chief Marketing Officer, General Mills, will be reading the entries.
Special Awards
Evaluation Award – for a brand purpose strategy that has gone the extra mile in measuring both commercial and societal impact.
Employee Engagement Award – rewarding a purpose-led strategy that is consistent both inside and outside an organisation.
Sustainability Award – for a brand that has replaced a strategy or business practice with a more sustainable alternative and can prove that it has contributed to long-term brand health.
Grand Prix
Volvo Cars Australia: Omtanke – rethinking Volvo
Agencies whiteGREY, Mindshare
Advertiser Volvo Cars
Market Australia
Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.
Linking Omtanke – a Swedish word meaning care and consideration – with sustainability, it backed an ocean conservation project in Sydney Harbour.
Volvo experienced 113% average uplift in brand attributes and record sales.
Gold
Partnership Special Award
Tanqueray: #FFAB60 – Searching for the special colour of Seville
Agency PS21
Advertiser Diageo
Market Spain
Gin brand Tanqueray implemented a colourful multi-channel campaign in Spain to drive growth and stand out from the crowd.
Channel Innovation Special Award
Xbox: Visit Xbox – the Birth of Gaming Tourism
Agency McCann London
Advertiser Microsoft
Market United Kingdom
Games console Xbox created a travel-themed campaign to engage a new audience of non-gamers worldwide.
Category Innovation Special Award
Agency The Brand Agency
Advertiser Foodbank Australia
Market Australia
Hunger charity Foodbank Western Australia created a new cereal brand, consisting of an empty box, to raise awareness and funds in Western Australia, and successfully sustained the initiative for two years.
Silver
Agency Colenso BBDO
Advertiser Mars
Market New Zealand
Donner Sang Compter (DSC): Blood Unity
Agency FP7 McCann Dubai
Advertiser Donner Sang Compter (DSC)
Market Lebanon
Agency Mindshare China
Advertiser Yum! China
Market China
Agency TBWA\RAAD
Advertiser Unilever
Market Lebanon
Bronze
Nestlé: Ok Nestlé! Tell me more about food.
Agency McCann Worldgroup
Advertiser Nestlé
Market India
Master Kong Express Noodle: The Makeover of the Four Immortals
Agency BBDO China
Advertiser Ting Hsin International Group
Market China
Shortlist
Ford Ranger Malaysia: Crash Test Drive
Agencies ensemble worldwide, Initiative
Advertiser Ford Ranger
Market Malaysia
Jumanji, The Next Level: Taking TV to the Next Level
Agency Manning Gottlieb OMD
Advertiser Sony Pictures
Market United Kingdom
Agency PixelPlus Media
Advertiser RAKBANK
Market United Arab Emirates
Emirates NBD: Every Step Counts
Agency FP7 McCann Dubai
Advertiser Emirates NBD
Market United Arab Emirates
Comfort: How Comfort made laundry fashionable
Agency Ogilvy Philippines Inc.
Advertiser Unilever
Market Philippines
Agency MediaCom Russia
Advertiser GSK
Market Russian Federation
TD Ameritrade: The first interactive financial goal planning session in a chatbot ad
Agency Havas New York
Advertiser TD Ameritrade
Market North America
Virgin Media: 25 Days of Christmas
Agency RAPP
Advertiser Virgin
Market United Kingdom
Agency BBDO China
Advertiser Mars Wrigley Confectionery
Market China
Agency BBDO China
Advertiser Alibaba
Market China
Judges
A judging panel of industry experts, chaired by Jane Wakely, Lead Chief Marketing Officer, Mars & Mars Pet Nutrition, will be reading the entries.
Special Awards
Channel Innovation Award – for the best example of an innovative use of media.
Category Innovation Award – for the best example of a brand defying category norms or creating a new category.
Partnership Award – for the best collaboration that helped a brand rethink a solution to a business challenge.
The WARC Awards programme is a search for next-generation marketing effectiveness. Winning a WARC Award shows that you are developing and mastering new techniques to deliver business results for clients.
It will reward best-in-class Social Strategy, Content Strategy, Innovation and Brand Purpose initiatives through four categories:
Effective Social Strategy
Effective Content Strategy
Effective Use of Brand Purpose
Effective Innovation
The Awards are free to enter and open to entries from any country and communications discipline. There is a $40,000 prize fund for the winning papers, spread across the four categories, i.e. $10,000 per category.
The top entries will be awarded Gold, Silver and Bronze awards. The Grand Prix, for the best overall paper, will receive $7,000. We will also present three $1,000 Special Awards that recognise specific areas of excellence.
Talk and sense come to life with readable data and real results. This is what these awards are about.
Ivan Pollard – Global Chief Marketing Officer, General Mills, Chair of the Brand Purpose judging panel in the 2020 WARC Awards
Why enter?
- Free to enter
- Your entry could earn you a share of the $40,000 prize fund
- All winning entries will be published and promoted on warc.com
- Grow your personal and company reputation within the industry
- Open to subscribers and non-subscribers of WARC
How to enter
- Entries are now closed.
- Read the entry kit
- Download the entry form
- Good luck!
Fourteen case studies won in the Effective Content Strategy category in the 2019 competition, with Plastic Oceans International, through AMV BBDO, taking the Grand Prix.
Plastic Oceans International put plastic pollution in our oceans on the global agenda by turning a country-sized patch of trash into the world's 196th nation.
40,906 people signed the petition and Trash Isles was made the topic of conversation for over 250 million people, driving a total media value of £1.5m.
Fifteen case studies won in the Effective Social Strategy category in the 2019 competition, with The United Nations, through WPP, Grey London, taking the Grand Prix.
The United Nations used social media to drive a global campaign that let the people of the world have their say on climate change at the COP24.
The campaign reached more than 1.3 billion people.
Thirteen case studies won in the Best Use of Brand Purpose category in the 2019 competition, with Babyshop, through FP7 McCann Dubai, taking the Grand Prix.
Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.
As a result, brand love for Babyshop among Arab mothers grew by 32%.
Thirteen case studies won in the Effective Innovation category in the 2019 competition, with National Safety Council, through Energy BBDO, taking the Grand Prix.
The National Safety Council raised awareness of prescription opioid overdose in the US with an innovative live experience.
The campaign attracted over 2 billion earned impressions, built recognition for the NSC and over 1 million Americans put 'Warn Me' labels on their insurance cards.