WARC Announce The Winners For Their 2022 Award In Effectiveness
Honouring the best ideas that deliver business results, a total of 36 winners have been awarded at the second global WARC Awards for Effectiveness, in association with LIONS.
Six Grand Prix, two Grand Prix for Good, seven Gold, eight Silver and 13 Bronze accolades have been presented. Campaigns for both global and local brands covering a range of product categories, are represented.
Winners include five global campaigns and six regional (Asia x1, Europe x1, MEA x2, North America x2). US campaigns pick up the highest number of awards (x9). Australia, India, Lebanon, New Zealand and Saudi Arabia each win two awards. Belgium, Brazil, Canada, China, Egypt and Greater China have picked up one award.
Commenting on the overall results, Chiara Manco, commissioning editor, case studies, WARC, says: “We thank our juries who have worked tirelessly and congratulate all the winners on their achievements in building business success. The winners of this year’s awards have produced an outstanding collection of work setting a new benchmark for effectiveness.”
The esteemed international jury panels followed a rigorous judging process using the creative effectiveness and the B2B effectiveness ladders, unique tools providing a consistent approach and global language to benchmark effectiveness.
Category highlights
Customer Experience category
- Three awards: 1 Grand Prix, 1 Silver, 1 Bronze
- Winning agencies: FCB New York, Leo Burnett Beirut, Mindshare Shanghai
The Grand Prix was awarded to FCB New York for Michelob Ultra. The beer brand grew sales by digitally transporting basketball fans to the court during the NBA games in the USA.
Commenting, jury chair Akira Mitsumasu, vice president, CX, data analytics and global marketing, Japan Airlines said: “This work definitely stood out as a novel approach to customer experience: not entirely digital, yet not live either, it merged the best of both worlds. It was an impressive tech feat that ensured the brand was memorable to consumers.”
Business-to-Business category
- Five awards: 1 Grand Prix, 1 Gold, 2 Silver, 1 Bronze
- Winning agencies: Havas Business London, Stein IAS New York, Mindshare Shanghai/Dentsu Beijing, FCB New York, DDB Mudra Mumbai
The Grand Prix was awarded to Havas Business London for Maersk. The shipping and logistics provider shifted the conversation from risk to opportunity with its global campaign to produce extraordinary results for the company.
Antonia Wade, global CMO, PwC, and jury chair, commented: “What we loved about this work was its impact, from earning top-of-funnel brand recognition all the way through to using the brand as a strategic asset to change perceptions of Maersk in the sector. They had strong evidence that they delivered against each step of the B2B Effectiveness Ladder.”
Collaboration & Culture category
- Seven awards: 1 Grand Prix, 1 Grand Prix for Good, 1 Gold, 1 Silver, 3 Bronze
- Winning agencies: Publicis New York, McCann Paris, 360i New York, Mischief @ No Fixed Address New York, Wieden & Kennedy New York, In house – Government Of United Arab Emirates, Energy BBDO Chicago
The Grand Prix was awarded to Publicis New York for Jif. The US campaign saw the peanut butter brand partner with rap legend Ludacris to improve category share, brand perception, increase share of voice and brand searches.
Jury chair Michael Flatt, director, global integrated marketing, Xbox, said: “It was so refreshing to see a brand throw their arms around commentary that could have been uncomfortable for it. Jif really took it on and had fun with it, creating a brilliant track and a strong social plan off the back of it.”
The Grand Prix for Good was awarded to McCann Paris for The Lebanese Breast Cancer Foundation. Reaching two million people, the non-profit partnered with a traditional Lebanese baker and a gynaecologist to increase awareness of self-examination,
Michael Flatt said: “This campaign was absolutely beautiful and so simple in its adoption of a cultural tradition to overcome a cultural taboo in a very powerful way.”
Instant Impact category
- Ten awards: 1 Grand Prix, 2 Gold, 2 Silver, 5 Bronze
- Winning agencies: Ogilvy Frankfurt, VMLY&R Melbourne, Alma Miami, McCann New York, Leo Burnett Chicago, Sunset DDB São Paulo, The Monkeys Sydney, Impact BBDO Dubai, FP7 McCann Cairo, Leo Burnett Chicago
The Grand Prix was awarded to Ogilvy Frankfurt for Deutsche Bahn. The rail operator collaborated with state tourism associations and motivated Germans to holiday in Germany and get there by train during COVID-19.
Commenting, Zena Srivatsa-Arnold, SVP, Carbonated Soft Drinks, PepsiCo, and jury chair said: “This was a relevant and timely insight, activated with superb creativity. It not only drove results during the campaign period, but created awareness of new and interesting places to visit in Germany, helping with long-term perceptions of the country’s travel industry.”
Sustained Growth category
- Six awards: 1 Grand Prix, 1 Grand Prix for Good, 2 Gold, 1 Silver, 1 Bronze
- Winning agencies: Colenso BBDO Auckland, Leo Burnett Beirut, Havas New York, LDV United Antwerp, The Script Room, DDB Aotearoa Auckland
The Grand Prix was awarded to Colenso BBDO Auckland for Skinny. The mobile operator used a multichannel campaign based on local people with famous names to relaunch its brand and grew credibility, consideration and sales in New Zealand.
Jury chair Suresh Balaji, APAC CMO, HSBC, said: “As a jury, we kept on coming back to the Creative Effectiveness Ladder, and we truly believe that with this work Skinny has established itself as a young icon. The longevity of the programme was clear and the work truly spoke for itself, with creative that was a joy to review.”
The Grand Prix for Good was awarded to Leo Burnett Beirut for ABAAD (Dimensions) – Resource Center for Gender Equality. The NGO for women’s rights saw increased calls to its helpline and won breakthrough law reforms to protect women and girls in Lebanon with on-ground activities and online influencer and celebrity videos.
Suresh Balaji commented: “This work truly spoke to my heart. For over a decade, ABAAD fought this huge taboo, each year creating something more impactful and powerful. They not only moved the jury or proved the naysayers wrong, they created history by changing laws around sexual violence.”
Brand Purpose category
- Five awards: 1 Grand Prix, 1 Gold, 1 Silver, 2 Bronze
- Winning agencies: MediaCom Singapore, Havas Turkey, Impact BBDO Dubai, AMV BBDO London, Zulu Alpha Kilo Toronto
The Grand Prix was awarded to MediaCom Singapore for SK-II. The skincare brand, perceived as one for older women, launched a global campaign to increase brand awareness, and grow search and consideration, leading to new users and sales.
Jury Chair Ann Mukherjee, chairman and CEO, Pernod Ricard North America, commented: “As a jury, we focused on two factors to evaluate purposeful work. Firstly, credibility, and SK-II achieved this by consistently delivering on its purpose around giving voice to women. Secondly, commitment, and SK-II really committed to its purpose, and on an incredibly large stage, putting its money where its mouth was.”
The Gold, Silver and Bronze winners were revealed throughout today on warc.com with the Grand Prix being announced at The Effectiveness Show, streamed live from Cannes Lions. The show, which includes interviews with jurors and winners, can be viewed on demand on warc.com.
More information on the WARC Awards for Effectiveness is available here.
Please login with linkedin to comment
Warc Media AwardsLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.