A campaign by FP7 McCann Dubai for Babyshop has won the Grand Prix and the Smart Spender Award in the Effective Use of Brand Purpose category of this year’s WARC Awards, a global search for next-generation marketing effectiveness.

In Al Umobuwah – Putting 'Mum' into 'Parenthood, the children’s retailer used a multichannel approach and created a new Arabic word that embraced the concepts of both motherhood and fatherhood (the Arabic word for parenthood translates only to fatherhood) in order to drive brand meaning – and sales – in the Middle East.

“Inserting a word into what’s essentially a hermetically sealed language is remarkable, especially given the 50k budget,” said judge Nazia du Bois, founder and principal consultant at rice bowl.

In addition to the Grand Prix, the judges, chaired by Burger King CMO Fernando Machado, awarded four Golds, three Silver and five Bronzes and two more Special Awards. The winning papers can be read in full on the WARC Awards site.

Mindshare India won a Gold and the Evaluation Award with a campaign for Lifebuoy, the soap brand owned by Hindustan Unilever. The Adaptive Data Lighthouse campaign created an infection warning system by crunching government data to predict outbreaks, and then targeted marketing on a micro-local level to spread awareness of the importance of hand hygiene.

Add Gaming Experience To Your CV, by Geelmuyden Kiese Nordic, won a Gold and the Employee Engagement Award for Manpower. The recruitment company improved its market position in Norway by connecting with Gen Zs and millennials to help them transfer valuable skills from gaming to the workplace.

The winners in the final category – Effective Use of Content – will be announced next week.

Sourced from WARC