WARC Awards: Effective Use of Brand Purpose
Grand Prix
The Country Pub Project
Airbnb
Airbnb Creative APAC
Airbnb
Australia
Airbnb regained its position as the most popular booking site by creating a project to support regional Australia by boosting a staple of rural life: the country pub.
The campaign was distributed via mass media with high reach, and used a combination of public policy, paid media, earned media and owned channels in a three-stage strategy.
Results exceeded targets, with a reach of more than 15m and video views of more than 30m driving increases in brand favourability and unaided awareness.
Gold
Out & Proud – India Comes Out of the Closet
Times of India
FCB India
Bennett Coleman & Co. Ltd
India
The Times of India newspaper sparked a nationwide movement to normalise LGBTQ with a special Out and Proud classifieds section in India.
The Gift of Mom
Babyshop
FP7 McCann Dubai
Landmark Group
United Arab Emirates
Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.
The Uncovered
Ahmini
Wunderman Thompson Tunis
Tunisie Telecom
Tunisia
Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.
As far as we go
Almosafer
FP7 McCann Dubai
Seera Group
Saudi Arabia
Almosafer reversed declining market share through an emotive Ramadan film in Saudi Arabia.
Silver
Band-Aid: Job-Hunting in Sneakers
Mastercard
BBDO Japan
Johnson & Johnson
Japan
Finish: #FinishWaterWaste
Mastercard
DEC PR
Reckitt Benckiser
Australia
Hungarian Telekom: Senior Gamer Club
Mastercard
Uniomedia
Deutsche Telekom
Hungary
Clear: Abtal El Shawarea' (The Stars on the Streets)
Mastercard
FP7 McCann Cairo
Unilever
Egypt
Colorado's Appia: Native Bees
Mastercard
Santa Clara
AMBEV
Brazil
The Ramadan campaign that didn’t launch in Ramadan
Jawwy
FP7 McCann Dubai, FP7 McCann Riyadh
STC
Saudi Arabia
Bronze
Meet Me Halfway
SK-II
Forsman & Bodenfors Singapore
Verizon Media
Procter & Gamble
China
Glass and a half in everyone
Cadbury Dairy Milk
Ogilvy Malaysia
Mondelez International
Indonesia
The Non-Issue
L'Oréal Paris
McCann London, McCann Paris
L'Oréal Group
United Kingdom
Overcoming India's Toilet Divide
Harpic
McCann Worldgroup India
Reckitt Benckiser
India
The Unheard Prayer
Maxis
Leo Burnett
Maxis
Malaysia
Shortlist
Real Meals
Burger King Whopper
MullenLowe US
Burger King
United States
Art Gap
Standard Chartered Bank
TBWA\RAAD
Standard Chartered
United Arab Emirates
Drive Bigger
Volkswagen
PHD Media, Johannes Leonardo
Volkswagen
North America
Democratising Education for Women in Indonesia
Fair & Lovely
Mindshare Indonesia
Unilever Indonesia
Indonesia
It's up to us
Ooredoo
FP7 McCann Doha, FP7 McCann Beirut
Ooredoo
Middle East & North Africa (general region)
2020 Judges
A judging panel of industry experts, chaired by Ivan Pollard, Senior Vice President, Global Chief Marketing Officer, General Mills, will be reading the entries.
Special Awards
Evaluation Award
for a brand purpose strategy that has gone the extra mile in measuring both commercial and societal impact
Employee Engagement Award
rewarding a purpose-led strategy that is consistent both inside and outside an organisation
Sustainability Award
for a brand that has replaced a strategy or business practice with a more sustainable alternative and can prove that it has contributed to long-term brand health
Previous winners
Thirteen case studies won in the Best Use of Brand Purpose category in the 2019 competition, with Babyshop, through FP7 McCann Dubai, taking the Grand Prix.
Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.
As a result, brand love for Babyshop among Arab mothers grew by 32%.
