WARC Awards for Effectiveness, North America Edition: Brand Purpose


Athlete crushed under the weight of negative hashtags


Michelob Ultra
Grupo Modelo México

Michelob Ultra sparked a hard-hitting conversation about the established norms surrounding wellness culture to address the sports-related pressures affecting Mexican consumers.

A child's drawing on a billboard. Text reads: #FeedingImagination by Noah, age 4

Feeding Imagination

Goldfish Crackers
Zulu Alpha Kilo
Campbells Canada

Goldfish launched a multimedia platform that turned its media space into a dynamic showcase for kids' imaginations and brought their ideas to life.


2022 Shortlist

Brand Purpose

For marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as benefit for the wider community. Judges will be looking for purpose that is authentic to the brand and is brought to life with consistency and long-term commitment. Entries should demonstrate clear evidence of how a brand purpose has both achieved societal impact and met commercial goals.

What does a winning Brand Purpose entry look like?

Check out these past winners for inspiration:

2022 Judges

A judging panel of industry experts chaired by Pam Forbus, SVP, Chief Marketing Officer, Pernod Ricard North America, will be reading the entries.

As a long-time fan of WARC, I'm thrilled to be chairing the first year of the WARC Awards for Effectiveness, North America Edition. It's great to see the framework of the Creative Effectiveness Ladder come to life in this competition, and I look forward to using it to shine a light on our region's most inspiring work.
Pam Forbus

Pam Forbus, Chair of the Instant Impact, Sustained Growth and Brand Purpose categories, WARC Awards for Effectiveness, North America Edition 2022
SVP, Chief Marketing Officer, Pernod-Ricard North America