WARC Awards for Effectiveness: Instant Impact
Watch the Bronze, Silver, Gold and Special Award announcement on demand below
Grand Prix
Home Centre: A dad's job
Home Centre
FP7 McCann, Dubai
Home Centre
Middle East & Africa
Home furniture retailer, Home Centre, tackled the taboo topic of single mothers to create impact with its Father's Day campaign in the UAE.
A Dad's Job was a Father's Day campaign celebrating single mothers doing all the things dads usually do - it was boosted by key influencers, search activity, practical community assistance and charitable donations.
The activity drew instant negative sentiment, but over time this evolved into positive sentiment as well as earned media, views and reach.
Gold
Wendy’s: Grown with love
Wendy’s
McCann Toronto
Wendy's Company
Canada
Wendy's had invested in new salad lettuce in Canada; then Covid-19 hit and people wanted comfort food, so it created a novel social media campaign.
KFC Australia: Michelin Impossible
KFC Australia
Ogilvy Sydney
Yum! Brands
Australia
Fast-food chain, KFC, shifted perceptions around its food quality with a bold quest to gain a Michelin Star for one of its restaurants in Australia.
Kraft: You do you
Kraft
Rethink, Toronto
Kraft Heinz Company
Canada
Packaged pasta product, Kraft Dinner, reversed its declining fortunes with its You Do You campaign, re-affirming its place in Canadian pop culture.
Silver
Bronze
Burger King: Burjer or burger
Burger King
Wunderman Thompson, Riyadh
Restaurant Brands International
Saudi Arabia
Sick Kids: One million strong
SickKids Foundation
Cossette, Toronto
SickKids Foundation
Canada
Science World: The world needs more nerds
Science World
Rethink, Toronto
Science World
Canada
Shortlist
KFC Australia: Did someone say KFC? News layer
KFC Australia
Ogilvy Sydney
Yum! Brands
Australia
McCafé: Great coffee. Simple.
McDonald's
FP7 McCann, Dubai
Mcdonald's
United Arab Emirates
Etihad Airways: Meta-dynamic automation
Etihad Airways
Crossmedia, Düsseldorf
Etihad Airways
Global
Toyota: Everything Flipped
Toyota
The&Partnership, London
Toyota Motor Corporation
Europe
PKBI (Indonesian Family Planning Association): Stop child marriage
PKBI (Indonesian Family Planning Association)
M&C Saatchi Jakarta
PKBI (Indonesian Family Planning Association)
Indonesia
Ülker: Cikolatali Gofret White launch campaign
Ülker
Ulker Biskuvi Sanayi, Istanbul
Yıldız holding
Turkey
KFC: Backdoors
KFC
PS21, Madrid
Yum! Brands
Spain
Premier: Paint without the pain
Premier
Leo Burnett, Toronto
Canadian Tire
Canada
Representus: The dictators address america
Representus
Mischeif @ No Fixed Address, Brooklyn
Representus
North America
Sudocrem: From Sudocrem to Super-crem
Sudocrem
McCann Health London
Teva Pharmaceutical Industries
Ireland, United Kingdom
Reese's: The best candy bar you’ve never heard of
Reese's
dentsumcgarrybowen, Chicago
The Hershey Company
United States
Air Transat: Vacation intervention
Air Transat
Sid Lee Media, Montréal
Transat A.T.
Canada
Instant Impact
This category rewards short-term campaigns (with a duration of six months or less) that led directly to a sales increase. The judges will seek robust proof that the campaign directly drove sales.
2021 Judges
A judging panel of industry experts, chaired by Dhiren Amin, Chief Marketing Officer, Asia, The Kraft Heinz Company, will be reading the entries.
Special Awards
Creative Catalyst Award
Rewarding a tactical idea that complemented more long-term brand activity and showed a demonstrable sales spike.
Original Promotional Idea
For a campaign that deployed an original promotional mechanic.
Data-Driven Impact
For how data-led insight helped achieve short-term results.
