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

Air New Zealand & Bastion Shine Save Christmas With Their Latest Campaign
When it comes to New Zealanders, are they really just glorified Tasmanians who are much better at sport?

Google To Pay $111m To News Publishers In Canada
Google lumped with latest $100 million-plus fine. Which, when it's all said & done, is like 50 cents to the rest of us.

Thursday TV Ratings: The Chase Takes The Crown For Entertainment
Much like navigating the single-malt whiskey menu at Rockpool, Thursday night TV proves a tricky one for network bosses.

Before Adland: Luke Spano’s High-Stakes Switch
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.

New Study Busts Aussie Advertisers Over False “Clean, Green & Sustainable” Claims
Aussie adland in strife over some of its 'green' claims. By that we mean environmental claims, NOT fibrous vegetables.

Network 10’s Rod Prosser On TV Ratings: “One Measurement System Is Better For The Industry”
The only thing B&T would love more than a chat with Rod Prosser would be a game of squash. Yes, he's a 'yellow dot' man.

It’s Friday Quiz Time Again!
Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

Innocent Bystander Wines Challenge The Boring With New Campaign
As the Latins famously say "in vino veritas" or "in wine, there is truth". And, truthfully speaking, B&T hated this ad.

Apple Enlists Taika Waititi For Gorgeous (& Not Christmas) New Work!
Think the month leading into Christmas is all Curtis Stone's Christmas prawns? It's Apple to the rescue today, readers.

Clean Up Australia Unveils Brand Refresh Via uberbrand
Do you have "litterbug" on either your resume or LinkedIn profile? Change your trashy ways immediately on this news.

Musk: Advertisers “Go Fuck Yourselves”
B&T warns this article contains language readers may find offensive. And by that we don't mean Elon Musk.

Triple M Puts The Gold Back In The Gold Coast
The Gold Coast is Australia's "glitter strip". That is if you think bogans, bikies & personal trainers are "glitter".

SenateSHJ Launches New Trans-Tasman Practices
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

Nova Shakes Off Swift Mania With Dedicated Station
Want to make yourself the most despised person in the office? Read on with the launch of Taylor Swift radio.

QMS CEO John O’Neill On His Plans To Get OOH Spend Up To 20% (Watchout TV!)
B&T's chatting with outdoor supremo, QMS' John O’Neill. Eerily the outdoors never got mentioned in any small talk.

AANA’s New Code Means Stricter Rules Apply To Advertising To Children
There are now stricter ad rules applying to kids. Yet, nothing a bottle of Fanta & a box of Froot Loops can't fix.

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

“Cut The Crap!” Piers Morgan Sensationally Outs “Royal Racists” On His TV Show
The corgis, anyone in the Palace with a funny hat & even Camilla off the hook, as Piers delivers royal racist dirt.

Wednesday TV Ratings: 365,000 Sign Up To Watch The Last EVER Hot Seat on Nine
Mrs McGuire reportedly unhappy about Eddie loafing about the house after Nine cans Hot Seat.

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

It’s The Best Of The Best – Directors Of First Impressions, Presented By Finecast, Part Of GroupM Nexus
They're the ones with the best hair and the whitest teeth! Yes, it's adland's top 10 directors of first impressions.

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

PubMatic Nabs Luke Smith From Seven West Media
Seven's Luke Smith quits for PubMatic. However, he's still in line for one of James Warburton's annual Christmas hams.

Slew Of New Hires At Snap Inc.
Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Michael McLacren Confirmed As Deb Knight Replacement For 2GB Afternoons
Think AM radio has a bit of an angry boys' club feel? It's not improving things with this news.

Reddit Gets Playful Brand Refresh
This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

World Square Counts Down To Christmas With Sydney’s Biggest Advent Calendar
Hopefully this news will get you in the Christmas spirit. Either that or go and stand in Westfields for nine hours.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

B&T’s Search For Australia’s Greatest Ad Part 5!
B&T's vote for Australia's greatest-ever ad is much like the recent referendum sans the mudslinging and Kamahl.

Ignite the Thrill: National Drag Racing Championship Unleashes Media Campaign Via Murmur Group
If there's one sport in the world that's thumbing its nose at global emissions, it's probably drag racing.

Rethink Ink: Is It About Time You Reconsidered Print?
Print's not merely an excellent vehicle for brands, it's also perfect for getting the barbecue alight for the sausages.

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

Cannes In Cairns Media Accreditation Open Now!
Work in media? Want to cover next year's Cannes In Cairns? There'll be no free piña coladas without this form.

In-House Agency Council Research Report: 78% Of Marketers Now Work With An In-House Agency
In-housing is definitely an industry hot button topic. Admittedly still a long way behind office affairs.

OMA Announces Winners Of The Q3 Creative Collection Competition
Who doesn't love the out of home medium? Apart from the very real chance of being shat on by a bird.