IPA Effectiveness Awards 2022
Rewarding campaigns that demonstrate payback on marketing spend

About the Awards
The Institute of Practitioners in Advertising established the IPA Effectiveness Awards competition in 1980. With its tough criteria, it soon became Adland’s most rigorous award scheme.
The latest Awards ceremony was held in October 2022 and all the case studies are available to read here on WARC.

Grand Prix
“There’s a glass & a half in everyone” – how intrinsic purpose can transform a brand’s fortunes
Cadbury
VCCP London
United Kingdom
Cadbury Dairy Milk (CDM) championed its historical spirit of generosity through a new brand platform to grow market share and sales in the UK.
Gold winners

How we got customers Lovin' It and kept them Lovin' It, no matter what.
McDonald's
OMD UK / Leo Burnett London
United Kingdom
McDonald's used brand building to rekindle the trust and love of the public in the UK and drive 15 years of almost continuous growth.

Eat them to defeat them: How a big, silly idea solved a big, serious problem
ITV / VegPower
adam&eveDDB London
United Kingdom
Veg Power partnered with ITV to launch Eat Them to Defeat Them in the UK, a campaign that framed vegetables as villains and children as superheroes to encourage them to eat more vegetables.

Sales go wacko for Schmackos
Schmackos
adam&eveDDB London
Australia
Schmackos reversed a five-year sales decline by reinvigorating a 30-year-old campaign platform of 'Dogs go wacko for Schmackos' in Australia.

Delivering transformational growth – SickKids VS the greatest challenges in child health
SickKids
Cossette Toronto
Canada
SickKids launched its multi-year campaign VS in Canada to raise money to build a new SickKids Hospital.

Kevin versus John – how a humble carrot usurped a national treasure to win the UK’s Christmas ad crown.
Aldi
UM Manchester / McCann Manchester
United Kingdom
Aldi increased sales and reduced the gap between its brand and competitors during the Christmas period by turning a humble vegetable into a brand character, Kevin the Carrot.

‘The Right Way’ to rebuild a brand
KFC
Mother London / Mindshare London
United Kingdom
KFC introduced a new strategic platform, 'the right way' in the UK which helped tackle PR crises and celebrate the great things about the brand with honest messaging to improve brand perception.

Famous orders – how McDonald’s created a new generation of fans
McDonald's
Wieden + Kennedy New York
United States
McDonald's brought a youth audience back to its restaurants and created an engine of growth for the brand with its Famous Orders campaign in the US.
Silver winners
From serving shoppers to serving the nation
Tesco
Mediacom London / BBH London
United Kingdom
Making purpose taste good
Waitrose & Partners
Manning Gottlieb OMD London / adam&eveDDB London
United Kingdom
The pleasure dividend
Baileys
Mother London / craig + bridget
Global
From the Christmas cheeseboard to the summer picnic blanket
Boursin
Spark Foundry London
United Kingdom
Back-to-school essentials
Sandy Hook Promise
BBDO New York
United States
The art of instilling confidence
Cazoo
Engine
United Kingdom
How the many changed the mind of an audience of one
Long Live The Local
Havas Media / Havas London
United Kingdom
Bronze winners
Purpose pays – the next chapter
Barclays
BBH London
United Kingdom
The hills are alive with the sound of pizza
Domino's
VCCP London
United Kingdom
The power of us – involving everyone in Census 2021
Census 2021
Manning Gottlieb OMD London / M&C Saatchi
United Kingdom
How ‘Make Lamb, Not Walls’ made history for MLA.
Meat & Livestock Australia
The Monkeys Sydney
Australia
Enjoying the red moment in China with Chilean cherries
Cherries from Chile
In-house
China
Curated inconsistency – how being inconsistent helped Vodafone Ireland reboot its broadband business
Vodafone
Grey London
Republic of Ireland
Fuelling the future – how advertising helped fund the re-engineering of Volkswagen
Volkswagen
PHD Media
United Kingdom
From pushing paper to pulling on heart strings
PERGRAPHICA®
The True Agency
United Kingdom
Taking on taking selfies – how Dove continues to deliver business value through social impact.
Dove
Ogilvy London
United States
How smart media investment delivered transformative change for MSF
Médecins Sans Frontières UK
M.i. Media London
United Kingdom
Helping the nation switch off
eve Sleep
Creature London
United Kingdom
How togetherness sold tickets in lockdown Britain
Rugby League World Cup 2021
UM Manchester / McCann Manchester
United Kingdom
Robbing the bank – turning the nation’s savers into investors
Hargreaves Lansdown
McCann Demand London
United Kingdom