Cultural insight

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WARC Talks Rainbow-washing

Article • Catherine Driscoll, Nic Allum, WARC Exclusive, July 2021

WARC talks rainbow-washing with Nic Allum, SVP and principal of strategy and culture at New Moon.

An-Nahar: The new National Anthem Edition

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Shortlisted, 2021

Arabic-language daily newspaper An-Nahar reworded the national anthem to encourage positive action and raise its profile in Lebanon.

Home Centre: A dad's job

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2021

Home furniture retailer, Home Centre, bravely tackled a cultural taboo to transform conventional Father's Day communications in the Middle East.

Burger King: Pay Cut Whopper

Case Study • Mona Hassanie, WARC Prize for MENA Strategy, Shortlisted, 2021

Fast-food chain, Burger King, humanised the transactional nature of app orders to increase home delivery sales in the UAE.

LADA: Thank You Russia

Case Study • Jessica Handley, Jennifer Fischer, WARC Prize for MENA Strategy, Shortlisted, 2021

Car brand, Lada, used provocative messaging around its Russian roots to grab the attention of drivers in Lebanon.

Facebook: #LoveLocal

Case Study • Rifaat Fakih, Jennifer Fischer, WARC Prize for MENA Strategy, Shortlisted, 2021

Social network Facebook crafted a locally focused campaign to raise its profile in Jordan, Lebanon and Egypt as the leading platform for small and medium-sized businesses.

GMC: The legacy of verse

Case Study • Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2021

American SUV, the Yukon, tapped into the heritage of Arab poetry to establish an emotional bridge with motorists in the Middle East.

Diari: A journey across Tunisia

Case Study • Tahaab Rais, Tala Arakji, Mongi Bhouri, WARC Prize for MENA Strategy, Shortlisted, 2021

Couscous brand, Diari, celebrated both its 40th anniversary and the end of the lockdowns with an uplifting branded-content documentary series in Tunisia.

Move beyond commoditised Pride to leave real impact

Opinion • Prachi Gupta, June 2021

Issues that brands express concern for only during Pride Month continue to exist beyond those 30 days for the LGBTQ+ community, and The Branding Nook’s Dr Prachi Gupta says new age marketers need to devise innovative ways for genuine outreach to the community.

Four consumer groups for 2023: “Predictors”, “New Romantics”, “Conductors” and “Impossibles”

Article • Jo Bowman, Event Reports, Lions Live, June 2021

Consumers have been understandably, and indelibly, changed by the COVID-19 pandemic, but have coped with it in a variety of different ways.

ABAAD Resource Centre for Gender Equality: #ShameOnWho

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

ABAAD, a resource centre for gender equality, encouraged women in Lebanon to speak out and report their sexual assault cases by conducting a social experiment and immersive play to break taboos and highlight the shame they endure.

Virgin Atlantic: The pride flight

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Virgin Atlantic, a British airline, launched the Pride Flight, to highlight Virgin Atlantic's support of the LGBTQ+ community.

Shwapno and UCB: Project AgroBanking

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

United Commercial Bank (UCB), a banking brand, used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.

Coca-Cola: The phonetic can

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Coca-Cola, a soft drink brand, turned every can of Coke into an opportunity to learn with its Phonetic Can campaign in South Africa.

Tanqueray: Searching for the special color of Seville

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Tanqueray, a gin brand, implemented a colourful multi-channel campaign in Spain to drive growth and stand out from the crowd.

Nike: Air Max graffiti stores

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2021

Nike, a clothing brand, transformed city walls into Nike stores in Brazil by getting artists to add its new Air Max models to their graffiti characters and using geolocation to unlock sales for those models for people that visited the art.

ORINIGIRI: Beyond a product

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

ORINIGIRI, an artistic form of eating, was used at the centre of a campaign to help the people of Japan return to towns that had lost customers due to the COVID-19 pandemic through a shopping street project.

Legacy Australia / RSA NZ: The Half Biscuit

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Legacy Australia and RSA New Zealand, two organisations supporting service personnel, emphasised the bond between their respective countries on Anzac Day by launching the Half Biscuit.

Visit Finland: Rent a Finn

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Visit Finland, the Finish tourism board, increased tourism to Finland with its global Rent a Finn campaign.

Baco Exu do Blues: Bluesman

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Baco Exu do Blues, a Brazilian music artist, promoted his new album in Brazil by launching a short music video and social campaign that focused on the unconscious racism in the country.

Gillette: Barbershop girls of India – shaving stereotypes

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Gillette, a razor brand, inspired men in India to embrace a more equal world with its Shaving Stereotypes campaign.

L'Oréal: The Non-Issue

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

L'Oréal Paris, a makeup brand, collaborated with Vogue to release a special edition of the magazine in the UK called The Non-Issue which celebrated older women's worth.

Indian Association of Palliative Care: Last laugh

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

The Indian Association for Palliative Care (IAPC), an information and support association, increased the number of requests for end-of-life care in India by launching a stand-up comedy show performed by terminally ill patients.

ABAAD Resource Centre for Gender Equality: #UNDRESS522

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

ABAAD, a resource centre for gender equality, encouraged the abolishment of article 522 in Lebanon, which exonerates rapists if they are married to their victim, by launching a graphic film that shows a wedding dress does not cover the crime.

Spark: Kupu

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Spark, a telecommunications brand, encouraged more Kiwis to learn the native language of Māori across New Zealand by using contextually-targeted translations to reach its audience.

2020 Content Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, August 2020

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2020 WARC Awards.
The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.
The Evolution of Marketing

Research Paper • Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999

This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
What we know about cultural insight

Article • WARC Best Practice, September 2020

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.
Strategy Toolkit module 3: Analysing the brand

Article • Strategy Toolkit, March 2021

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.