Top marketing campaigns 2015

Top marketing companies and countries 2015

What is the Warc 100?

The Warc 100 is an annual ranking of the world's 100 best campaigns and companies, based on their performance in effectiveness and strategy competitions.

  • It focuses on marketing that makes a difference, driving business performance or changing consumer behaviour.

  • It is a benchmark for commercial creativity, allowing brands and agencies to compare their performance with their peers.

  • It is a showcase for the world's smartest strategies, and the people and organisations behind them.

The rankings are compiled based on the winners of 87 effectiveness and strategy awards from around the world.

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Lessons from the world's best campaigns

Highly-awarded campaigns tend to employ emotion- and storytelling-based creative approaches, and use a higher-than-usual number of media channels and effectiveness metrics, a new analysis of the Warc 100 database has revealed.

The report, Lessons from the World's Best Campaigns, published by Warc today, also found that the best-performing campaigns in effectiveness and strategy competitions overindex in their use of social media and online video.

For the new report, Warc compared the case studies ranked in the Warc 100 over the past two years to all of the other case studies it published in the equivalent time period.

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Lessons from the world's best campaigns


The Warc 100 aims to track and rank the world's smartest campaigns, and the companies behind them.

We tracked over 2,200 individual award winners across 87 different effectiveness and strategy awards schemes held around the world. All competitions we track are based on case studies.

The Warc 100 methodology was developed in consultation with Douglas West, Professor of Marketing at Kings College, London.

To avoid prejudicing future entries to competitions, the list of awards shows we track will remain confidential.

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We track 2,200+
award wins across
87 competitions


Kan Khajura Tesan

Hindustan Unilever | Lowe Lintas / PHD |
India | 120.7 points

While most of the world is now connected, even spoilt, by an overload of entertainment via regular and digital media, Bihar and Jharkhand are two of India's most media-dark regions.

However, with a population of 130 million, they were key growth markets for Unilever, which had to find a way to reach out to them.

54 million people have mobile phones, which Unilever transformed into the Kan Khajura Station, a 15-minute, free on demand entertainment channel that worked on any mobile phone.

The service reached 25.5% of the population and grew spontaneous awareness for Unilever brands.

Read the full case study

Kan Khajura Tesan


Real Beauty Sketches

Dove | Ogilvy & Mather / PHD | Global | 88.6 points

Dove, the beauty brand, confronted women about their self-image and evolved the debate around 'real beauty'.

Without meeting the women in question, an FBI-trained sketch artist drew his subjects based on both their self-descriptions and those of people who had only just met them. On being presented with these pictures, the artist's subjects realised that other people view them as more beautiful than they do themselves.

This experiment was captured in a six-minute online film, and the side by side portraits were exhibited as print and outdoor ads. The campaign renewed Dove's brand meaning and sparked value growth.

Read the full case study

Real Beauty Sketches


Travel Yourself Interesting

Expedia | Ogilvy & Mather | UK | 78.1 points

This emotional campaign cut through a crowded category in the UK and France.

Facing eroding margins and an overcrowded, commoditised market, Expedia needed to find a way to grow its market share.

Insights into human nature informed the development of a creative campaign aimed at repositioning travel as a valuable investment in one's self rather than a cost to be minimised. 'Travel yourself interesting' measurably increased Expedia's profit margins, delivering a payback of £11 per £1 spent in the UK and €6 per €1 spent in France.

Read the full case study

Travel Yourself Interesting


Help A Child Reach 5

Lifebuoy | Lowe Lintas | India | 74.2 points

Preventable hygiene-related diseases are the biggest cause of child deaths globally, killing 2.1m children every year. People were unaware that simple hand washing techniques could save lives, and so this campaign sought to educate.

A village in India was chosen to tell the story of child deaths and how hand washing could help, with content created around the theme and people around the world asked for support. Shock tactics were avoided, with the campaign focussing on positive human stories.

The campaign received attention around the world, including 17m views on YouTube and 16m pledges of support.

Read the full case study

Help a Child Reach 5


Beautiful Hair, Whatever The Weather

Pantene | Leo Burnett/Arc,
Starcom MediaVest Group | US | 71.5 points

Pantene had to reverse a decline in sales in a competitive category and win back the confidence of retailer Walgreens.

It decided to address women's frustration with 'bad hair days' by putting ads in to the Weather Channel's weather forecast mobile app, recommending hair products based on weather conditions. The ads directed users to a 'haircast' page, featuring discount coupons for the featured products at Walgreens.

Sales at Walgreens increased by 24%, securing incremental merchandising including display locations with a high degree of visibility at 5,500 Walgreens stores.

Read the full case study

Beautiful hair whatever the weather