BBDO Pakistan, DDB Mudra Group, McCann Worldgroup China and Mindshare China have won Golds in the WARC Prize for Asian Strategy 2019 with campaigns for, respectively, UN Women Pakistan, Stayfree, Amazon and KFC.
Now in its ninth year, the WARC Prize for Asian Strategy showcases the best strategic ideas that have driven business results in the region.
A total of four Golds, six Silvers, eight Bronzes, as well as five special awards honouring specific areas of excellence, have been awarded. A Grand Prix was not awarded this year as no single paper met the standard required for this top honour.
India leads with six winning campaigns followed by China with four. Pakistan and Singapore have picked up two awards each; Indonesia, Malaysia, Philippines and Taiwan each won one award.
BBDO Pakistan won Gold for its Bridal Uniform campaign, which saw UN Women Pakistan achieve social and political change around the issue of child marriage in Pakistan. The agency also picked up a Silver and the Local Hero Special Award for its Truck Art Childfinder campaign for Berger Paints, which leveraged the country’s unique truck art tradition to display missing children posters across the country whilst also conveying its vision of using paint to bring about positive change.
DDB Mudra Group’s Gold was awarded for Project Free Period for feminine care brand Stayfree. The agency created a provocative social initiative in India to drive genuine change in the lives of marginalised women.
McCann Worldgroup China’s campaign Everyone is an Amazing Book won Gold and the Customer Journey Special Award for Amazon Prime Reading, in its effort to revive the Chinese people’s love of reading while driving purchases from its Prime Reading website.
The fourth Gold and Early Adopter Special Award was won by Mindshare China for fast-food brand KFC’s Colonel KI, a results-prediction algorithm placed in livestreams to deepen its connection to gamers and e-sports in China.
Ogilvy India picked up a Bronze and the Category Disruptor Special Award, with a campaign for engine oil Castrol CRB; Truck Aasana harnessed the power of yoga to shift the focus from functional engine health to truckers’ physical health.
Sister outfit Ogilvy Singapore also won a Bronze and the Research Excellence Special Award with its Bodybuilder campaign in Indonesia for Unilever-owned brand Pond's Men; this leveraged a new way of thinking to shake up a tired category and boost sales by almost 20%.
Sourced from WARC