WARC Awards for Effectiveness: Brand Purpose
The Effectiveness Show 2023
Watch episode two – the Gold and Grand Prix winner announcements here now
Or go back to episode one for the Bronze and Silver winners
Grand Prix
See My Skin
Vaseline
Edelman, New York
Unilever
USA
Vaseline created the world's first and most diverse medical image library to help people of colour in the USA find images of people with skin complaints that matched their own.
Under 6% of image-based online search results for skin conditions are on darker skin tones, meaning Black Americans suffer from misdiagnoses and untreated conditions
Vaseline aggregated thousands of images of conditions on Black and Brown skin to create a database designed to search conditions on darker skin and increased the number of people seeking dermatological care by 1,430%.
Gold
H For Handwashing – How Lifebuoy made handwashing a lesson that no one forgets
Lifebuoy
Lowe Lintas, Mumbai / MullenLowe, Singapore
Unilever
India / Singapore
Lifebuoy partnered with educators, NGOs and governments in 30 countries to instill the habit of handwashing into children through digital and on-ground activations.
Silver
Bronze
Shortlist
Turning Prejudice into Pride
Hero Pleasure
McCann Worldgroup, New Delhi
Hero MotoCorp
India
When The ultimate protector made way for bigger protectors
Dettol
McCann Worldgroup, New Delhi
Reckitt
India
#StopTheNameCalling
Dove
Ogilvy, Makati City
Unilever
Philippines
Making Pets Unmissable
Southern Cross Pet Insurance
TBWA\New Zealand, Auckland
Southern Cross Group
New Zealand
A dream delivered – The lost letters of Hawkins Wilson
Ancestry
OMD US / Weber Shandwick / The Content Collective, New York
Ancestry
USA
Bank on Affordable Housing
Vancity
Taxi, Vancouver
Vancity Bank
Canada
Brand Purpose
For marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as benefit for the wider community. Entries should demonstrate clear evidence of how a brand purpose has both achieved societal impact and met commercial goals. Please note: campaigns for charities or non-profits will not be accepted in this category.
2023 Judges
A judging panel of industry experts, chaired by Chiradeep Gupta, Vice President, Personal Care Head of Media and Global Integrated Media Strategy Lead, Unilever, will be reading the entries.
Brand purpose is not always easy to get right so I’m excited to identify best-in-class examples that inspire our industry on how to bring a brand’s purpose to life to drive strong business outcomes and also bring about positive change in society.
Previous winners
There were five winning case studies in the 2022 competition, with SK-II: SK-II Olympics, MediaCom Singapore, taking the Grand Prix.
SK-II increased unaided brand awareness and grew search and consideration, leading to new users and sales.
As part of the campaign SK-II produced a series of long-form films which were launched via live and virtual events, partnered with female athletes and the China Duty Free Group and organised a series of premier-style events.
