Campaigns for Absolut Vodka from Slovakia, Nippon Paint from Malaysia and the Louvre Abu Dhabi are among the 20 that have been shortlisted for the WARC Awards’ Effective Use of Brand Purpose category.

The panel of 15 judges, chaired by Fernando Machado, global CMO, Burger King, has chosen campaigns that take in most of the world. Asia leads the way with ten papers, including six from India as well as contributions from Indonesia, Malaysia and Vietnam. There are seven papers from the Middle East (three covering the region generally, as well four from specific markets in the UAE, Saudi Arabia and Egypt). There are also papers from Norway and the UK.

WARC subscribers can read all the shortlisted entries here.

Vodka brand Absolut launched a controversial campaign in Slovakia to raise brand awareness and promote a message of diversity in a notoriously xenophobic country. As well as becoming the most talked-about campaign in Slovak advertising history, sales doubled and money was raised for an anti-racism NGO.

Judge Nazia du Bois, Founder, Principal Consultant at RiceBowl Strategy, commented: “It’s using the culture to change the culture and is very cleverly done.”

Nippon Paint, the leading Malaysian paint manufacturer, repackaged its interior paint range into the Child Wellness Range, to turn walls – a medium for transmitting viruses and bacteria – into a source of wellness for children. This rebranding exercise increased sales and brand consideration.

Louvre Abu Dhabi, a new museum created as part of an agreement between the emirate and the French government, used outdoor, social media and a video to provoke a conversation about the nature of humanity in order to increase visitor numbers.

The aim of the WARC Awards’ Effective Use of Brand Purpose category is to recognise marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.

There is a $10,000 prize fund for the best papers and the winners will be announced in late May.

Sourced from WARC