How sophisticated communications architecture helped boost campaign effectiveness.

Grand Prix

Channel 4

POE Special Award

Dundee: The son of a legend returns home

Brand Tourism Australia
Agency Droga5
Advertiser Tourism Australia
Country North America

Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.

It created a promotional campaign for the new Dundee film, featuring a roll call of Australia's biggest stars in the 'official movie trailer', shown during Super Bowl LII.

The campaign led to an 83% increase in intent to book and yielded a 6:1 ROI for earned coverage.

Gold

Gillette Deodorants

I don't roll on Shabbos

Brand Gillette Deodorants
Agency MediaCom
Advertiser Procter & Gamble
Country Israel

Gillette deodorant used a multimedia approach, biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel.

Saudi Telecom Company

The campaign that never saw the light

Brand Saudi Telecom Company
Agency J. Walter Thompson
Advertiser Saudi Telecom Company
Country Saudi Arabia

Saudi Telecom Company launched a nocturnal online and outdoor campaign to persuade customers to use its service app.

Project Multiscreen

Effective Cross-Channel Measurement Special Award

Project Multiscreen

Brand easyJet
Agency OMD UK, VCCP
Advertiser easyJet
Country United Kingdom

easyJet, the British low-cost carrier airliner, focused on brand building through data and tech in the UK.

Silver

Power to the Queens

Brand Maybelline
Agency Mindshare China
Advertiser L'Oréal
Country China

Path-to-Purchase Special Award

Delivering a digital-first Winter Olympics

Brand Eurosport Player
Agency MullenLowe MediaHub
Advertiser Discovery Communications
Country Europe

Geoff

Brand Heinz Beanz
Agency Spark Foundry Australia, Y&R NZ
Advertiser Kraft-Heinz Australia
Country Australia

Find Your Magic

Brand Axe
Agency Mindshare Indonesia, Visinema
Advertiser Unilever
Country Indonesia

Beautiful Lengths

Brand Pantene
Agency MediaCom Connections Tel-Aviv
Advertiser Procter & Gamble
Country Israel

Pepsi Salt

Brand Pepsi
Agency Mindshare Vietnam
Advertiser Suntory PepsiCo Vietnam
Country Vietnam

Bronze

Steal your boyfriend's shampoo

Brand Head & Shoulders
Agency MediaCom
Advertiser Procter & Gamble
Country Poland

Common Ground

Brand Harley-Davidson Canada
Agencies Zulu Alpha Kilo and Initiative
Advertiser Harley-Davidson Canada
Country Canada

Shortlist

The revolution of television

Brand DIRECTV KIT
Agency UM
Advertiser DIRECTV
Country Peru

#WeirdAtTheBeard

Brand Lincoln's Beard Brewing Company
Agency Beyond The Agency
Advertiser Lincoln's Beard Brewing Company
Country North America

Make It Happen

Brand Maybelline New York
Agency Zenith
Advertiser L’Oréal Ukraine
Country Ukraine

The Surprisal

Brand The Diamond Concierge
Agency McCann Queensland
Advertiser The Diamond Concierge
Country Australia

Go Strong All Day Long

Brand Anchor Protein+
Agency Colenso BBDO, MediaCom
Advertiser Fonterra
Country New Zealand

Sensodyne Apathy

Brand Sensodyne
Agency Mindshare Indonesia
Advertiser GlaxoSmithKline
Country Indonesia

Dove Dare

Brand Dove Shampoo
Agency Mindshare Philippines, 1DMG
Advertiser Unilever
Country Philippines

Taking the train tracks more travelled

Brand Pond's
Agency Mindshare Indonesia
Advertiser Unilever
Country Indonesia

Judges

A judging panel of industry experts, chaired by Laurent Aliphat, Head of Media, Renault.

Special Awards

Path-to-Purchase Award – how a campaign built an effective integration model around shopper or path-to-purchase insight.

Effective Cross-Channel Measurement Award – for a campaign that most accurately measured the effectiveness of different comms channels and the halo effect that they achieved together

The POE Award – how a strategy successfully linked paid, owned and earned media

Contact

Lucy Aitken

Lucy Aitken, Managing Editor – Case Studies
+44 (0) 20 7467 8154
mediaawards@warc.com