LONDON: Campaigns from Ariel, Lifebuoy and Whirlpool are among the 21 papers that have been shortlisted for the Best Use of Brand Purpose category in the 2017 WARC Awards, which recognise the next generation of marketing effectiveness.

The Best Use of Brand Purpose category seeks marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community. Brands that demonstrate a credible purpose are not just filling a social need, but are also generating impressive commercial results.

Sam Conniff Allende, founder and chief purpose officer, Livity, and a member of the judging panel, said: “Aspects of our industry lack understanding and rigour when it comes to utilising purpose as part of the marketing mix and executing purpose-driven campaigns with authenticity and impact.

"To help improve standards, on these sorts of metrics, widens and deepens the playing field. I hope this vital award gathers momentum and hopefully influences brands and marketers to go further, be braver and more ambitious when it comes to impact."

The judges, chaired by Jim Stengel, president and CEO of his eponymous consultancy that applies an ideals-driven framework to brands, have selected campaigns from the Americas, Asia, the Middle East, and Europe.

WARC subscribers can read all the shortlisted entries here.

Campaigns from the United Arab Emirates and India are well represented, though a number of campaigns cover entire continents as well as a Coca-Cola campaign that ran across the entire Arab world.

As well as the $7000 Grand Prix, judges will give three special awards. The Longevity Award will go to the best purpose-led strategy with a long-term sustainability commitment of three years or more.

Furthermore, the Analytics Award will reward campaigns that use data to demonstrate effectiveness of a brand purpose-led strategy. Finally, the Partnership Award will recognise the best purpose-led strategy that relies on a collaboration.

Winners will be announced in September.

WARC will be running sessions at the Cannes Lions Festival this year, including a session on purpose. Sign up here: WARC in Cannes: Is the creative industry losing its ability to sell stuff?

Data sourced from WARC