The WARC Awards

Jif, a peanut butter brand, launched a campaign in the US that tapped into hip-hop culture. Jif partnered with rapper Ludacris to release a new single based on the common complaint that new rap artists sound like they're rapping with a mouth full of peanut butter. The campaign, which included the #JifRapChallenge on TikTok resulted in significant increases in category shaire, share of voice, organic website traffic and brand consideration.

Shipping and logistics provider, Maersk, shifted the conversation from risk to opportunity with its global campaign featuring an Alice in Wonderland-esque film and a diverse media mix that included upside-down visuals. The creative received strong view-through rates and a high number of interactions, while Maersk's share of voice in the category enjoyed a significant increase.

SK-II leveraged its Olympics sponsorship, producing a series of long-form films to champion female athletes. The campaign generated 1.4 billion views, 99% positive sentiment, an 11% sales increase, and a 39% increase in searches.

Mobile operator Skinny used a multichannel campaign based on local people with famous names to relaunch its brand and grow credibility, consideration and sales in New Zealand. the 3 year campaign helped Skinny to relaunch its brand, regain credibility, reduce customer churn and grow consideration and sales.

Michelob Ultra, a beer brand, grew sales by digitally transporting basketball fans to the court during the NBA games during the COVID-19 lockdowns in the USA. By calling on fans to scan their Michelob Ultra bottle for a chance to win a coveted 'seat', sales grew by 32% and brand reach increased by 31%