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IKEA: Lupe

Case Study • SABRE Awards, LATAM, Diamond, 2021

IKEA, a home furnishings retailer, launched a campaign in Mexico to raise awareness of the new store opening and connect Mexicans to the brand.

Becton Dickinson: Culture connect campaign

Case Study • SABRE Awards, APAC, Gold, 2021

Becton Dickinson (BD), a medical technology company, launched its Culture Connect campaign on digital channels across Asia to improve staff sentiment.

John Lewis & Partners: A decade of learning lessons about planning

Case Study • APG (UK), Gold, 2021

John Lewis, a department store brand, launched a paper in the UK to demonstrate the key to success from the campaigns they launched over the last decade.

eve Sleep: Switch Off

Case Study • APG (UK), Silver, 2021

Eve, a sleep wellness brand, launched a campaign in the UK to encourage people to sleep instead of wasting time watching entertainment.

How a shaggy dog story kept the AA’s show on the road

Case Study • APG (UK), Entrant, 2021

AA, a British motoring association, launched a campaign in the UK to move the brand further and survive the coronavirus pandemic.

Pringles: Not just another gaming story

Case Study • APG (UK), Entrant, 2021

Pringles, a potato crisp brand, launched a campaign in Europe to stretch the brand into new snack occasions and increase future growth.

Heinz & Empathy: Finding our superpower to take on child hunger

Case Study • APG (UK), Entrant, 2021

Heinz, a food processing company, and Magic Breakfast, a registered charity, launched a campaign in the UK to put an end to child hunger.

KFC: The Godfather of Fried Chicken

Case Study • APG (UK), Gold, 2021

KFC, a fast-food chain, launched a campaign in the UK to win back penetration and use the competition that the brand inspired to establish KFC as the UK's #1 chicken shop.

The United Nation’s Secretary General: Science fiction advice when the world needed just science - The global communications fight to stem the tide of COVID-19 and misinformation

Case Study • APG (UK), Entrant, 2021

The United Nations Secretary General launched a global campaign to fight the spread of COVID-19 misinformation by providing the public with scientific, fact-based information.

Duolingo: Fun is serious business

Case Study • APG (UK), Entrant, 2021

Duolingo, a language learning app, launched a global campaign to increase awareness and new sign-ups.

Marmite: 25 Years of Love, Hate and Planning

Case Study • APG (UK), Gold, 2021

Marmite, a savoury food brand, launched a paper in the UK to demonstrate the successful campaigns that they have created over the last 25 years.

Clarins: Love for city guardian, protect her against the sun

Case Study • SABRE Awards, APAC In2, Best Use of Asian Social Platforms, 2021

Clarins, the beauty brand, launched a campaign to show care and appreciation to female workers in China.

O2: The ultimate test of character - How strategy shaped a robot who could do it all

Case Study • APG (UK), Silver, 2021

O2, a telecommunications services provider, devised a creative strategy to make the brand seen again at a time when its service had never been more vital to our lives.

Delicare ms: Groin Warrior M'ZOON

Case Study • YouTube Works for Brands, Japan, Small budget big results, 2021

Ikeda Mohando, a brand of anti-itch cream, promoted its Delicare Ms cream, a medication for itching in the groin area, in Japan.

What we know about brand characters

Article • WARC Best Practice, September 2021

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

KFC: The growth of Colonel KI

Case Study • Nicholas Short, Liu Yi, Stanley Tao, WARC Awards for Asian Strategy, Bronze, 2021

Fast-food brand, KFC, transformed itself from a sponsor into an organic stakeholder in the eSports world with its Colonel KI campaign in China.

Bayer: #MoveForwardwithBayer

Case Study • SABRE Awards, IN2, EMEA, 2021

Bayer, a pharmaceutical company, launched an integrated campaign in Saudi Arabia to resonate with young Saudis and underline the value that being part of Bayer offers them personal and professional development, thus driving brand awareness.

Direct Line: We're On It

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Direct Line, an insurance company, improved brand metrics with its We're On It campaign that compared the brand to superheroes.

Sipsmith: Crossing the Chasm

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Sipsmith, a gin brand, grew penetration in the UK with its campaign We Make Gin, Not Compromises.

Birds Eye: Partnering with Iceland & hunting for Captain Charlotte

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Birds Eye, a frozen food brand, set out to educate consumers in the UK on the health and environmental benefits of buying frozen food.

O2: The blue robot that transformed a telco’s fortunes

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

O2, a telco brand, reversed its downward sales trend in the UK by introducing a brand mascot, Bubl, to physically embody the O2 network.

Goldfish Crackers: Finn & friends

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, Goldfish, a cracker brand, decided to turn its cracker snack into a multi-channel world of entertainment, including an animated TV series, 'Finn & Friends', game, mobile app and experience.

Building character builds brands

Opinion • Faris Yakob, August 2021

Characters helped brands tell their story rather than sell their product, observes Faris Yakob; though they have fallen out of favour they remain the engines behind some of the most memorable ads people have seen – is it time to reconsider the character?

Etisalat Egypt: The rise of the code

Case Study • Dina El Dessouky, Yosr Khalifa, Salma Ezz, WARC Prize for MENA Strategy, Entrant, 2021

Egyptian telco services provider Etisalat crafted a code-based campaign to boost take-up of its new hybrid tariff in a cluttered category.

Cheetos: Can't Touch This

Case Study • Cannes Creative Lions, Grand Prix, Creative Strategy Lion, 2021

Cheetos, a brand of corn puff snack, disrupted the popcorn category and drove household penetration with its new product Cheetos Popcorn.