IPA Effectiveness Awards 2022

Rewarding campaigns that demonstrate payback on marketing spend

About the Awards

The Institute of Practitioners in Advertising established the IPA Effectiveness Awards competition in 1980. With its tough criteria, it soon became Adland’s most rigorous award scheme.

The latest Awards ceremony was held in October 2022 and all the case studies are available to read here on WARC.

Find out more about the IPA

Grand Prix
Gold
Silver
Bronze

There’s a glass & a half in everyone campaign image

Grand Prix

Best Demonstration of Purpose (For-Profit)

“There’s a glass & a half in everyone” – how intrinsic purpose can transform a brand’s fortunes

Brand
Cadbury

Agency
VCCP London

Country
United Kingdom

Cadbury Dairy Milk (CDM) championed its historical spirit of generosity through a new brand platform to grow market share and sales in the UK.

Gold winners

How we got customers Lovin' It and kept them Lovin' It, no matter what.

Brand
McDonald's

Agency
OMD UK / Leo Burnett London

Country
United Kingdom

McDonald's used brand building to rekindle the trust and love of the public in the UK and drive 15 years of almost continuous growth.

The President’s Prize for Behavioural Change

Eat them to defeat them: How a big, silly idea solved a big, serious problem

Brand
ITV / VegPower

Agency
adam&eveDDB London

Country
United Kingdom

Veg Power partnered with ITV to launch Eat Them to Defeat Them in the UK, a campaign that framed vegetables as villains and children as superheroes to encourage them to eat more vegetables.

Sales go wacko for Schmackos

Brand
Schmackos

Agency
adam&eveDDB London

Country
Australia

Schmackos reversed a five-year sales decline by reinvigorating a 30-year-old campaign platform of 'Dogs go wacko for Schmackos' in Australia.

Best Demonstration of Purpose (Not-For-Profit)

Delivering transformational growth – SickKids VS the greatest challenges in child health

Brand
SickKids

Agency
Cossette Toronto

Country
Canada

SickKids launched its multi-year campaign VS in Canada to raise money to build a new SickKids Hospital.

Kevin versus John – how a humble carrot usurped a national treasure to win the UK’s Christmas ad crown.

Brand
Aldi

Agency
UM Manchester / McCann Manchester

Country
United Kingdom

Aldi increased sales and reduced the gap between its brand and competitors during the Christmas period by turning a humble vegetable into a brand character, Kevin the Carrot.

‘The Right Way’ to rebuild a brand

Brand
KFC

Agency
Mother London / Mindshare London

Country
United Kingdom

KFC introduced a new strategic platform, 'the right way' in the UK which helped tackle PR crises and celebrate the great things about the brand with honest messaging to improve brand perception.