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: A dad's job

Brand
Home Centre
Entrant
FP7 McCann, Dubai
Advertiser
Home Centre
Market
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: Grown with love

Brand
Wendy’s
Entrant
McCann Toronto
Advertiser
Wendy's Company
Market
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: Michelin Impossible

Brand
KFC Australia
Entrant
Ogilvy Sydney
Advertiser
Yum! Brands
Market
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: You do you

Brand
Kraft
Entrant
Rethink, Toronto
Advertiser
Kraft Heinz Company
Market
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

Shortlist

KFC Australia: Did someone say KFC? News layer
Brand
KFC Australia
Entrant
Ogilvy Sydney
Advertiser
Yum! Brands
Market
Australia
McCafé: Great coffee. Simple.
Brand
McDonald's
Entrant
FP7 McCann, Dubai
Advertiser
Mcdonald's
Market
United Arab Emirates
Etihad Airways: Meta-dynamic automation
Brand
Etihad Airways
Entrant
Crossmedia, Düsseldorf
Advertiser
Etihad Airways
Market
Global
Toyota: Everything Flipped
Brand
Toyota
Entrant
The&Partnership, London
Advertiser
Toyota Motor Corporation
Market
Europe
PKBI (Indonesian Family Planning Association): Stop child marriage
Brand
PKBI (Indonesian Family Planning Association)
Entrant
M&C Saatchi Jakarta
Advertiser
PKBI (Indonesian Family Planning Association)
Market
Indonesia
Ülker: Cikolatali Gofret White launch campaign
Brand
Ülker
Entrant
Ulker Biskuvi Sanayi, Istanbul
Advertiser
Yıldız holding
Market
Turkey
KFC: Backdoors
Brand
KFC
Entrant
PS21, Madrid
Advertiser
Yum! Brands
Market
Spain
Premier: Paint without the pain
Brand
Premier
Entrant
Leo Burnett, Toronto
Advertiser
Canadian Tire
Market
Canada
Representus: The dictators address america
Brand
Representus
Entrant
Mischeif @ No Fixed Address, Brooklyn
Advertiser
Representus
Market
North America
Sudocrem: From Sudocrem to Super-crem
Brand
Sudocrem
Entrant
McCann Health London
Advertiser
Teva Pharmaceutical Industries
Market
Ireland, United Kingdom
Reese's: The best candy bar you’ve never heard of
Brand
Reese's
Entrant
dentsumcgarrybowen, Chicago
Advertiser
The Hershey Company
Market
United States
Air Transat: Vacation intervention
Brand
Air Transat
Entrant
Sid Lee Media, Montréal
Advertiser
Transat A.T.
Market
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.