WARC Awards for Effectiveness: Collaboration & Culture

Watch the Bronze, Silver, Gold and Special Award announcement on demand below

Grand Prix

McDonald's: The Travis Scott Meal

McDonald's: The Travis Scott Meal

Brand
McDonald's
Entrant
Wieden+Kennedy New York
Advertiser
McDonald's
Market
United States

Quick-service restaurant McDonald's teamed up with an inspirational icon to build the brand and drive traffic with multicultural youth in the US.

The realisation that everyone has a McDonald's order, no matter how famous they are, inspired a Super Bowl commercial featuring celebrity orders, which in turn inspired a partnership with US rapper Travis Scott.

The collaboration, capitalising on social media buzz and backed by merchandising support, saw youth turning up at restaurants across the country, asking for the Travis Scott Meal, with national Quarter Pounder sales doubling in the first week, making McDonald's cool again, and seeing an immediate positive impact on sales and profit.

Grand Prix for Good

Donner Sang Compter (DSC): Blood Unity

Donner Sang Compter (DSC): Blood Unity

Brand
Donner Sang Compter (DSC)
Entrant
FP7 McCann, Dubai
Advertiser
Donner Sang Compter (DSC)
Market
Lebanon

NGO Donner Sang Compter turned tradition on its head to encourage blood donation and save lives in Lebanon.

To address this, DSC sought to raise awareness of the importance of giving blood, creating an initiative that transformed an outdated bloodletting ritual and made it relevant to the modern day by encouraging those who would usually spill blood to donate it instead.

By driving voluntary blood donation as opposed to bloodletting, the campaign not only brought the message about voluntary blood donation to a new audience, but also provided increased opportunities for blood donation sessions, helping to save thousands of lives as levels of blood donation hit a national record high.

Gold

McDonald's New Zealand: Kiwiburger

McDonald's New Zealand: Kiwiburger

Brand
McDonald's
Entrant
DDB Aotearoa, Auckland
Advertiser
McDonald's
Market
New Zealand

Quick-service brand McDonald's New Zealand launched a music video, with on- and offline support, to reflect and represent all Kiwis and boost sales of its Kiwiburger.

Babyshop: Rephrasing Parenthood

Babyshop: Rephrasing Parenthood

The Culture-Creator Award
Brand
Babyshop
Entrant
FP7 McCann, Dubai
Advertiser
Landmark Group
Market
Middle East & Africa

UAE children's retailer Babyshop created a new Arabic word for parenthood and, in taking a stand for Arab mothers, saw a positive influence on its brand and business too.

Silver

Bronze

Shortlist

Deutsche Telekom: Just Doing It – Celebrating Gen Z's activism
Brand
Deutsche Telekom
Entrant
Mindshare Germany
Advertiser
Deutsche Telekom
Market
Austria, Croatia, Germany, Hungary, Macedonia, Montenegro, Poland, Romania, Slovak Republic
Skinny: Friend-vertising
Brand
Skinny
Entrant
Colenso BBDO Auckland
Advertiser
Spark New Zealand
Market
New Zealand
Social Data Award
JetBlue: AirSMR
Brand
JetBlue
Entrant
MullenLowe Boston
Advertiser
JetBlue Airways
Market
North America
Frida: Stream of lactation
Brand
Frida
Entrant
Mekanism, New York
Advertiser
Frida
Market
United States
Every Kiwi Vote Counts: Meddle in the New Zealand election
Brand
Every Kiwi Vote Counts
Entrant
Special Group, Auckland
Advertiser
Every Kiwi Vote Counts
Market
Global, New Zealand
Old Mutual: Ampd by Old Mutual collaboration & culture
Brand
Old Mutual
Entrant
HaveYouHeard, Cape Town
Advertiser
Old Mutual
Market
South Africa
Gillette: Second shave
Brand
Gillette
Entrant
MediaCom, Bangkok
Advertiser
Procter & Gamble
Market
Thailand
Peace Products: Peace Products
Brand
Peace Products
Entrant
Geometry Bogotá
Advertiser
Peace Products
Market
Colombia
Tencent: Moonments
Brand
WeChat
Entrant
Tencent, Shenzhen
Advertiser
Tencent
Market
Global
United Nations: The penguin and the whale
Brand
United Nations
Entrant
Tencent, Shenzhen
Advertiser
United Nations
Market
China
American Pecans: Super safe pecan debate
Brand
American Pecans
Entrant
Weber Shandwick Chicago
Advertiser
American Pecan Council
Market
United States

Collaboration & Culture

This category will reward strategies and instances of brands entering or impacting on culture that can demonstrate a business outcome. The judges will be looking for evidence of how these approaches helped a brand achieve business goals. This might include sponsorships or partnerships, short-form social video or long-form video, native advertising or advertiser-funded TV shows.

2021 Judges

A judging panel of industry experts, chaired by Nadja Bellan-White, Global CMO, Vice Media, will be reading the entries.

Special Awards

The Culture-Creator Award

For an effective strategy based on a brand creating its own content.

Best Community-Builder Award

For an effective strategy that resonated with a particular community.

Social Data Award

For how data and insights gleaned from social platforms informed an effective collaboration/culture strategy.