WARC Awards for Effectiveness: Channel Pioneer
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
The Last Performance
Partners Life
Special, Auckland
Dai-ichi Life Holdings
New Zealand
Partners Life partnered with New Zealand's favourite murder mystery show to convince customers to take out insurance by using the ‘hindsight of the dead’.
Partners Life demonstrated the risk associated with an unexpected death by using the murdered characters as spokespeople.
Every episode offered unique hindsight into the consequences of an unexpected death and the campaign generated a 70% increase in website enquiries.
Gold
Self Check-Out
K. Lynn Lingerie
Leo Burnett, Dubai
K. Lynn Lingerie
UAE
K-Lynn encouraged of women in the UAE to conduct self-checks for breast cancer and book mammograms by turning its models' poses into a step-by-step guide.
Silver
Bronze
Shortlist
Rewriting the book on Christmas
Coca-Cola
Grey Group, London
The Coca-Cola Company
Mexico / UK
Fanta Monster Chef – Unreality Show
Fanta
OpenX, São Paulo / Wunderman Thompson, São Paulo
The Coca-Cola Company
Brazil
Empty Plates
UAE Government Media Office
Saatchi & Saatchi ME, Dubai / Prodigious, Dubai
UAE Government Media Office
UAE
Channel Pioneer
Rewarding pioneering media practices, including the leveraging of emerging platforms, innovative uses of existing media, and efforts to invest in a conscious approach to media.
2023 Judges
A judging panel of industry experts, chaired by Beatrice Boue, Global Head of Media, De Beers, will be reading the entries.
This category is about recognising and rewarding campaigns that effectively leverage new and emerging platforms. However, it also champions innovative and pioneering use of long-standing media creating culturally relevant campaigns and content, including examples where media is used in ways to promote societal good.
Global Head of Media, De Beers
