WARC Awards for Effectiveness, North America Edition: Cultural Impact

Grand Prix

A hoodie bearing the worse Reverse Weave

Reverse Mode - Reversing Injustice and Rediscovering an Icon

Energy BBDO
Hanes Brands

Champion turned to TikTok to recapture its lost status and rectify an injustice experienced by Black content creators.

Champion discovered that many Black creators on TikTok were often not credited for their content.

Leveraging the insight that real champions don't always get the recognition they deserve, Champion infiltrated TikTok to support Black voices and promote its Reverse Weave premium franchise.

Grand Prix for Good

Postcard. Text reads: Greetings from El Paso, home of the supercenter shooting, Texas.


Change the Ref
MullenLowe US
Change the Ref

Change the Ref used classic city postcards to advocate for greater gun control in the USA.

Due to the COVID-19 pandemic and racial injustice dominating the news, support for gun control was at its lowest in a decade.

Recognising the sad fact that some US locations are now associated more with deadly mass shootings than their picture-postcard landmarks, Change the Ref created the first postcard collection designed to be sent to Congress to demand gun law reform.



2022 Shortlist

Cultural Impact

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.

What does a winning Cultural Impact entry look like?

Check out these past winners for inspiration:

2022 Judges

A judging panel of industry experts chaired by Cheryl Guerin, EVP, Global Brand Strategy & Innovation, Mastercard, will be reading the entries.

It’s a tremendous honor to lead the jury of the first-ever WARC Awards for Effectiveness, North America Edition. I’m looking forward to collaborating with my peers to review the most exceptional B2B and B2C creativity from North America, and recognize the true effectiveness gems, which will help inspire and empower our industry.
Cheryl Guerin

Cheryl Guerin, Chair of the Business-to-Business, Customer Experience and Cultural Impact categories, WARC Awards for Effectiveness, North America Edition 2022
EVP, Global Brand Strategy & Innovation, Mastercard