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.
