Jay Chiat 2021 award winners announced

The 4A’s Jay Chiat Awards last night announced the winners of the 24^th edition of the global strategy prize, with Unilever picking up three golds and Trans Lifeline, UN Women, and Hallmark a gold each; the Grand Prix goes to Home Centre for A Dad’s Job.

The top gong

Furniture retailer Home Centre’s A dad’s job by FP7 McCann Dubai addressed the cultural taboo of single mothers across the Middle East and North Africa, despite an eighth of homes regionally that are sustained by a mother alone.

On Father’s Day, an ad aired with children sharing tributes to the main presence in their homes, with a reveal that they were talking about their mothers. While this kicked off a strong backlash among conservatives, the ad spoke to the 80% of its potential buyers who were women. Its commercial impact was huge, bringing Home Centre level with IKEA on brand consideration and growing revenues 120% in the quarter.

The list of 2021 winners

WARC subscribers can read a selection of the winning case studies here.

Grand Prix               

• Home Centre: A Dad's job

Gold

• Healthcare Strategy - Lifebuoy: H is for handwashing
• PR Strategy - Good Humor: A new jingle for a new era
• Connection Strategy - Trans Lifeline: We see us
• National Strategy - MELĒ: A scientific breakthrough – the science of melanin-rich skin
• Nonprofit Strategy - UN Women Australia: When will she be right?
• Product/Service Creation Strategy, 2021 - Crayola: Colors of the world

Silver

• Brand Pivot Strategy - Old Forester: Turning lemons into derby mint juleps
• Healthcare Strategy - Obie: A problem too big to ignore, an opportunity too big to resist
• Connection Strategy - Frida Mom: From baby-centric storytelling to Mom-centric truth telling
• Global Strategy - Pedigree: A force for good
• National Strategy - Beam Suntory: 6ourbon 7ime
• Product/Service Creation Strategy - Degree: Degree inclusive
• Regional Strategy - YMCA of Greater Houston: How to turn a membership into a mindset

Bronze

• Brand Pivot Strategy - United Way: A closer look at poverty
• Brand Pivot Strategy - Michelob Ultra: Courtside
• PR Strategy - Taco Bell: Restless creativity
• Connection Strategy - Donner Sang Compter: Blood unity
• Global Strategy - Netflix: The power of story
• National Strategy - NBC News: Plan your vote
• National Strategy - The U.S. Census Bureau: Bringing the US together for our future
• Nonprofit Strategy - FCB Health Network: The trial for #ClinicalEquality
• Regional Strategy - Reddit: Up the vote

Sourced from the 4A’s via WARC