WARC Awards for Effectiveness: Cultural Impact
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 Homecoming
Home Centre
Leo Burnett, Dubai
Home Centre
UAE
Home Center created a tangible cultural impact by supporting the adoption process in the Middle East.
War, the pandemic, and natural disasters had left many children orphaned, yet adoption was incorrectly assumed by many to be against religion and had thus become a cultural taboo.
Home Center broke through the taboo with a film conveying the positive future that adoption can give a child and the campaign resulted in 7,300 children being adopted.
Grand Prix for Good
How a campaign about nudes got the government to change the law
Brook
Grey, London
Brook
UK
Brook called for the sending of unsolicited nude pictures to be debated in parliament in the UK and change the Online Safety Bill to include cyberflashing.
Despite a number of calls for change in legislation, cybercrime wasn't seen as a real crime and it was less likely to be reported than traditional crimes.
Brook commissioned a series of OOH displays and used QR codes to prompt people to call on local MPs to support a change in legislation; consequently, the Online Safety Bill was successfully amended to include cyberflashing.
Gold
Lesso Lessons
Roto Tanks
Ogilvy, Nairobi
Roto Moulders
Kenya
Roto Tanks launched Lesso Lessons, a programme in Kenya to set up early intervention in nutritional guidance that reduces acute malnutrition.
Silver
Bronze
Female Arabic
VMLY&R, Dubai
UAE
The Micropedia of Microaggressions
BBPA / TMU Diversity Institute / Canadian Congress on Inclusive Diversity and Workplace Equity
Zulu Alpha Kilo, Toronto
TMU Diversity Institute / Canadian Congress on Inclusive Diversity and Workplace Equity
Canada
Shortlist
Give Your Fanny Five
Lady Garden Foundation
Havas Lynx, Manchester
Lady Garden Foundation
UK
Driving out discrimination with Very Gay Raptor
Ford
VMLY&R, London / Makerhouse, London
Ford Motor Company
UK
Save It, See It
Michelob Ultra
GUT, Miami
Anheuser-Busch InBe
USA
Men In Black
Vim
MullenLowe Lintas, Mumbai
Unilever
India
The Anthem of Financial Freedom
Maya Bank
Bates CHI & Partners, Makati City
Voyager Innovations
Philippines
Creative culture, Rooftop Productions & UNICEF – Vaillante
UNICEF
Creative Culture, London
UNICEF
UK / South Africa / USA / Senegal
Cultural Impact
This category will reward strategies and instances of brands entering or impacting on culture that can demonstrate a business outcome.
2023 Judges
A judging panel of industry experts, chaired by Jennifer Healan, VP, US Marketing, Brand Content and Engagement, McDonald's, will be reading the entries.
I’m thrilled to lead the Cultural Impact jury for the WARC Awards for Effectiveness 2023. Showing up authentically in culture is an imperative for any company looking to create real brand affinity and a lasting legacy. I'll be looking for campaigns that use the power of culture to reach consumers in meaningful ways, and ultimately drive business results.
VP, US Marketing, Brand Content and Engagement, McDonald's
Previous winners
There were seven winning case studies in the 2022 competition, with Jif: The Lil Jif Project, through Publicis New York, taking the Grand Prix.
Jif launched improved category share and perception of the brand's peanut butter, and increased share of voice and brand searches.
Jif partnered with rapper Ludacris to release a new single based on the common complaint that new rap artists sound like they're rapping with a mouth full of peanut butter.
