Case Study
•
Alejandro Lozada, Ericka Tolosa, Pablo Batlle, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.
Case Study
•
ARF Ogilvy Awards, Bronze, 2018
The Illinois Council Against Handgun Violence (ICHV), an organisation to prevent devastation by firearms, introduced the Teddy Gun to show how the manufacture of teddy bears has more regulations than the manufacture of guns in the US.
Article
•
Hugh Burkitt, Market Leader, Quarter 2, 2018, pp. 17-17
Examines the impact of the internet on society and how Twitter, in particular, has affected online discourse.
News
•
22 February 2018
CAPE TOWN: Facing the worst drought in a century, Cape Town has developed an innovative campaign with popular music artists to encourage people to spend less time in the shower by compressing some of the country’s favourite songs.
Article
•
WARC Exclusive, January 2018
Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.
Article
•
Reed Karaim, Event Reports, Advertising Week, September 2017
Tecate, the beer brand, effectively tapped into a major political controversy to make a clear, authentic statement about its brand values.
Article
•
J. Walter Thompson Intelligence, Research on WARC, December 2017
This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
News
•
06 December 2017
VENTURA, CA: Patagonia, the outdoor clothing retailer, intends to take legal action to block US President Donald Trump’s decision to reduce the size of national monuments in Utah and Nevada by up to 85%, a stance that may endear it to some ...
News
•
30 November 2017
SINGAPORE: Ice cream brand Ben & Jerry’s has partnered with local activists to help Singapore tackle climate change in an initiative that also helped to enhance its brand purpose.
Article
•
Low Lai Chow, Event Reports, LEAD Conference, October/November 2017
Ben & Jerry's used a brand partnership with a local activist group in Singapore to localize its global brand purpose to fight climate change.
Article
•
Case Studies on WARC, 2017
Illinois Council Against Handgun Violence (ICHV), a non-profit organisation, used a teddy bear to highlight the lack of government oversight on the gun industry in the US with a powerful, public awareness, PR campaign.
Case Study
•
Team MullenLowe Lintas Group, WARC Prize for Asian Strategy, Entrant, 2017
Tea brand Tata Tea increased its market share in India by encouraging activism to build top of mind awareness.
Case Study
•
Aamna Rahim, Hira Mohibullah, Assam Khalid and Ali Rez, WARC Prize for Asian Strategy, Entrant, 2017
UN Women Pakistan used a sports-based multimedia strategy to launch an anti-domestic-violence campaign.
Case Study
•
Sivapriya Krishnan, WARC Prize for Asian Strategy, Entrant, 2017
English-language newspaper The Hindu used a multimedia strategy to connect with readers in Bangalore, India, to raise brand and social awareness.
Case Study
•
Michelle Anne Duñgo, WARC Prize for Asian Strategy, Entrant, 2017
The Campaign Against the Return of the Marcoses to Malacañang (CARMMA), a political campaign group, used a high-impact social media video to help swing the result of the Philippine presidential election.
Article
•
Katherine Diaz, WARC Exclusive, October 2017
This article provides insight on how brands in Asia can connect with ‘centennials’ (Gen Z) based on behavioural and demographic research from Kantar Futures.
Case Study
•
European Association of Communications Agencies, Gold and Bronze, 2017
WildAid, an NGO, spread the message about the damaging effects of the Ivory trade by uniting the world’s elephant NGOs through a global, virtual campaign ‘#JoinTheHerd’.
Case Study
•
Nicola Will and Chris Baker, Account Planning Group - (UK), Bronze, 2017
Project Literacy, a literacy CSR programme, created a powerful campaign that increased awareness and engagement in the UK towards ending illiteracy.
Case Study
•
Will Allen-Mersh, Emma Batho and Ayesha Walawalkar, Account Planning Group - (UK), Silver, 2017
Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK, following a period of decline.
Case Study
•
Chris Toumazis, Account Planning Group - (UK), 2017
Amnesty International, a non-governmental organisation, transformed the refugee crisis from a global issue into a personal one for millions, by getting real refugees to respond to users on Twitter.
Case Study
•
PMAA Dragons of Asia, Gold, 2017
Whisper, the name feminine hygiene products brand Always goes by in India, empowered girls by bringing the global #LikeAGirl campaign to India.
Case Study
•
Direct Marketing Association - US, Gold, Best Use of Experiential, 2017
DB Export, a beer brand from New Zealand, brought beer drinkers back to DB Export by turning beer drinking into an act of environmental heroism.
Case Study
•
Direct Marketing Association - US, Silver, Best Use of Experiential, 2017
Illinois Council Against Handgun Violence (ICHV), a non-profit organisation, used a teddy bear to highlight the lack of government oversight on the gun industry in the US with a powerful, public awareness, PR campaign.
Case Study
•
MMA Smarties, Bronze, LATAM, 2017
AzMina, a Brazilian feminist magazine and NGO, created a campaign encouraging women to stand up to sexism by using a Facebook tool to post pictures of nipples on the social network (which is not permitted).
Case Study
•
MMA Smarties, Bronze, LATAM, 2017
Brazil's Mobile app Woman Interrupted generated downloads and awareness for the app with the help of display media, social media mobile formats and an exclusive Spotify partnership.
