WARC Awards: Effective Innovation
Grand Prix
Omtanke – rethinking Volvo
Volvo Cars Australia
whiteGREY, Mindshare
Volvo Cars
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
#FFAB60 – Searching for the special colour of Seville
Tanqueray
PS21
Diageo
Spain
Gin brand Tanqueray implemented a colourful multi-channel campaign in Spain to drive growth and stand out from the crowd.
Visit Xbox – the Birth of Gaming Tourism
Xbox
McCann London
Microsoft
United Kingdom
Games console Xbox created a travel-themed campaign to engage a new audience of non-gamers worldwide.
Hungry Puffs
Foodbank WA
The Brand Agency
Foodbank Australia
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
SelfieSTIX
Pedigree
Colenso BBDO
Mars
New Zealand
Blood Unity
Donner Sang Compter (DSC)
FP7 McCann Dubai
Donner Sang Compter (DSC)
Lebanon
Colonel KI
KFC
Mindshare China
Yum! China
China
OMO Tag
OMO
TBWA\RAAD
Unilever
Lebanon
Bronze
Shortlist
Crash Test Drive
Ford Ranger Malaysia
ensemble worldwide, Initiative
Ford Ranger
Malaysia
Taking TV to the Next Level
Jumanji, The Next Level
Manning Gottlieb OMD
Sony Pictures
United Kingdom
Memotraits
RAKBANK
PixelPlus Media
RAKBANK
United Arab Emirates
Every Step Counts
Emirates NBD
FP7 McCann Dubai
Emirates NBD
United Arab Emirates
How Comfort made laundry fashionable
Comfort
Ogilvy Philippines Inc.
Unilever
Philippines
Osteoscan
Voltaren
MediaCom Russia
GSK
Russian Federation
The first interactive financial goal planning session in a chatbot ad
TD Ameritrade
Havas New York
TD Ameritrade
North America
25 Days of Christmas
Virgin Media
RAPP
Virgin
United Kingdom
Battle for Fun
M&M's
BBDO China
Mars Wrigley Confectionery
China
2019 Brand Strategy
Tmall
BBDO China
Alibaba
China
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
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.
