Case Study
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Martin Vogts, Michelle Kiely, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).
Case Study
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Kate Smither, Charmaine Andrew, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
As part of a series of initiatives celebrating its bicentenary, Australian bank Westpac created a kids' rash vest with CPR instructions to highlight its commitment to future generations.
Case Study
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Jennifer Murray, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.
Case Study
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Talha Bin Hisaam, Nadia Putri Prianti, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.
Case Study
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Tracy Reilly, Zeida Camacho, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.
Case Study
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Team Triton Communications and Eureka Forbes, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
India's leading water purifier brand, Aquaguard, used a low-budget, digitally-led campaign to encourage people to make a real difference to the lives of others.
Case Study
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Sam Wise, Vitor Forte, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.
Case Study
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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
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Lisa Stoney, David Edwards, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.
Case Study
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Gilad Kat, Guy Melzack, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.
Case Study
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Margaux Revol, Alaina Crystal, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.
Case Study
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Tahaab Rais, Aakriti Goel, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.
Case Study
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Marc Phillips, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
E-commerce platform eBay used a social media campaign to achieve significant positive change in how it is perceived by US and UK youth.
Case Study
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Patricia Miret, Patricia Urgoiti, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.
Case Study
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Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.
Case Study
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Harshvardhan Sahni, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.
Case Study
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João Gabriel Fernandes, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.
News
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13 April 2018
NEW YORK: Trustworthiness is more impactful for celebrity endorsers than expertise or attractiveness when it comes to boosting brand credibility, according to a study of the airline industry published in the Journal of Advertising Research (JAR).
Article
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Mary Connors, Event Reports, P2P Summit, March 2018
Walgreens, the health and beauty retailer, is putting its brand at the heart of efforts to transform its wider business.
Article
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ARF - Knowledge at Hand, 2018
Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.
Article
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WARC Exclusive, April 2018
Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Case Study
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Justina Unugboji, WARC Awards, Shortlisted, Effective Innovation, 2018
Club Mahindra, a holidays company, used a TV ad integrated with mobile ads to increase holiday bookings in India.
Article
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Stephen Whiteside and Geoffrey Precourt, Event Reports, 4A's Accelerate, April 2018
Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.
Case Study
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Vishal Badiani, WARC Awards, Shortlisted, Effective Innovation, 2018
Nissan, the car manufacturer, created a new measurement – Camelpower – to showcase the capabilities of its off-road car models in the Middle East.
Case Study
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Ali Cheikhali, WARC Awards, Shortlisted, Effective Innovation, 2018
Pril, a dishwashing detergent brand, used tiny bottles and in-store promotion to improve brand scores and sales in the United Arab Emirates.
