WARC Awards: Effective Innovation

Grand Prix

Concrete hexagonal tile with mangrove design

Omtanke – rethinking Volvo

Brand
Volvo Cars Australia
Agencies
whiteGREY, Mindshare
Advertiser
Volvo Cars
Market
Australia

Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.

Linking Omtanke – a Swedish word meaning care and consideration – with sustainability, it backed an ocean conservation project in Sydney Harbour.

Volvo experienced 113% average uplift in brand attributes and record sales.

Gold

Two older men clinking glasses of Tanqueray against each other

#FFAB60 – Searching for the special colour of Seville

Partnership Special Award
Brand
Tanqueray
Agency
PS21
Advertiser
Diageo
Market
Spain

Gin brand Tanqueray implemented a colourful multi-channel campaign in Spain to drive growth and stand out from the crowd.

Tourism photograph of a boat on water by a beach at sunset

Visit Xbox – the Birth of Gaming Tourism

Channel Innovation Special Award
Brand
Xbox
Agency
McCann London
Advertiser
Microsoft
Market
United Kingdom

Games console Xbox created a travel-themed campaign to engage a new audience of non-gamers worldwide.

A man picking a box of Hungry Puffs cereal from a supermarket shelf

Hungry Puffs

Category Innovation Special Award
Brand
Foodbank WA
Agency
The Brand Agency
Advertiser
Foodbank Australia
Market
Australia

Hunger charity Foodbank Western Australia created a new cereal brand, consisting of an empty box, to raise awareness and funds in Western Australia, and successfully sustained the initiative for two years.

Silver

Bronze

Shortlist

2020 Judges

A judging panel of industry experts, chaired by Jane Wakely, Lead Chief Marketing Officer, Mars & Mars Pet Nutrition, will be reading the entries.

Special Awards

Channel Innovation Award

for the best example of an innovative use of media

Category Innovation Award

for the best example of a brand defying category norms or creating a new category

Partnership Award

for the best collaboration that helped a brand rethink a solution to a business challenge

Previous winners

Opioid tablet in face shape

Thirteen case studies won in the Effective Innovation category in the 2019 competition, with National Safety Council, through Energy BBDO, taking the Grand Prix.

The National Safety Council raised awareness of prescription opioid overdose in the US with an innovative live experience.

The campaign attracted over 2 billion earned impressions, built recognition for the NSC and over 1 million Americans put 'Warn Me' labels on their insurance cards.

Contact

Lucy Aitken

Lucy Aitken
effectiveness@warc.com