Warc Prize for Asian Strategy 2016

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Lucy Aitken, Case Study Editor

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Winners announced!

Grand Prix

Ariel Matic

Share The Load
Agency: BBDO India
Advertiser: P&G India
Country: India
Winner of The Asia First Award

Ariel, a detergent brand, used a strong social message to engage its Indian audience and increase brand awareness.

The campaign film 'Share the Load' worked to overthrow deep-rooted cultural views that put Indian women in charge of all household duties.

As a result, 1.57 million men pledged to 'share the load' and Ariel more than doubled value and volume sales.



Agency: MullenLowe Singapore, MullenLowe Lintas Group, India
Advertiser: Unilever
Country: India

The health soap brand successfully targeted United Nations policy makers with an emotional campaign about child mortality in India.

Love Yourself

Agency: Dentsu Jayme Syfu
Advertiser: Love Yourself
Country: Philippines

The non-profit organisation used a simple online tool to increase the number of Filipinos testing for HIV.

Make Love Not Scars

Agency: Ogilvy & Mather, Mumbai
Advertiser: Make Love Not Scars
Country: India
Winner of The Channel Thinking Award

The NGO dedicated to providing rehabilitation to acid attack victims used a digital campaign to end the open sale of acid in India.


Cat street view
Agency: KOO-KI, I&S BBDO Japan Group
Advertiser: Hiroshima Prefecture
Country: Japan

A small port town in Japan's Hiroshima Prefecture created an ingenious campaign using stray cats as the city's tour guides.



Show Me More
Agency: Orchard Advertising (The Leo Group)
Advertiser: Amazon
Country: India

Creamsilk, Sunsilk, Dove, Clear, Tresemme, Toni & Guy

All Things Hair
Agency: OgilvyOne Worldwide Philippines
Advertiser: Unilever
Country: Philippines

Diu Tourism

Keep Calm and Visit Diu
Agency: Ogilvy and Mather, India
Advertiser: Daman and Diu Toursim Department
Country: India
Winner of The Local Hero Award

Fair & Lovely

Delay Marriage
Agency: MullenLowe Lintas Group
Advertiser: Hindustan Unilever
Country: India

Vodafone m-pesa

Democratising money transfer
Agency: Ogilvy & Mather India
Advertiser: Vodafone m-pesa India Limited
Country: India
Winner of The Market Pioneer Award


The Akanksha Foundation

A for Anthem
Agency: Ogilvy & Mather, Mumbai
Advertiser: The Akanksha Foundation
Country: India

Bajaj V

The Nation's Bike
Agency: Leo Burnett, Mumbai
Advertiser: Bajaj Motorcycles
Country: India


Pure SofTest
Agency: Ogilvy and Mather (Singapore) Pte Ltd
Advertiser: Unilever
Country: Vietnam


Breaker Benches
Agency: J Walter Thompson Philippines
Advertiser: Nestlé Philippines
Country: Philippines


SG50 Rebuild
Agency: iris Singapore
Advertiser: LEGO
Country: Singapore


Agency: McCann Worldgroup
Advertiser: Nestlé India Ltd.
Country: India


Using social data to win hearts and wallets
Agency: Digital Arts Network
Advertiser: MasterCard
Country: India
Winner of The Research Excellence Award

Judging panel

An eminent judging panel is chaired by Sanjeeb Chaudhuri, Global Head of Brand and Chief Marketing Officer, Standard Chartered Bank.

Special awards

As well as the Grand Prix for the best overall case study, this year there will be five Special Awards, each of which comes with a $1,000 Prize. These reflect excellence in specific areas.

Separate entries are not required for these Awards; they will be judged based on the case study submitted for the main Prize. The Prize judges will be asked to nominate entries they think deserve to be considered for these Awards.

The Special Awards for 2016 are:

  • The Market Pioneer Award for the best example of a brand creating a category or targeting a new market .
  • The Research Excellence Award for the best use of research in the development of strategic ideas.
  • The Channel Thinking Award for the best example of a brand achieving its objectives using an innovative channel strategy.
  • The Local Hero Award for the best example of a challenger Asian brand using smart marketing strategy to take on bigger competitors.
  • The Asia First Award for the best example of insight or innovation that the rest of the world can learn from.


Judges of the Warc Prize for Asian Strategy 2015 discuss the Grand Prix-winning entry from Idea Cellular.

The judges of the Warc Prize for Asian Strategy suggest tips for entrants to this year's Prize.

More from the Prize

Asia Strategy Report

Asia Strategy Report

How strategic ideas are growing brands in Asia. Drawn from the 2015 Warc Prize for Asian Strategy, this report puts the thinking behind the campaigns in context.


Entry tips

Learn from the judges of previous Warc Prizes. Remember that judges will be looking for entries that are able to link social effects and business effects.

Asia Prize

Previous Prizes

Browse the winners and entrants of past Asian Strategy Prizes.

2015 Prize | 2014 Prize