Article
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Sam Peña-Taylor, Event Reports, Cannes Lions, June 2017
This article explores Heineken UK's recent purpose-driven promotion, Worlds Apart, which expanded on the brand's 'Open Your World' tagline through a campaign that emphasised settling differences over a beer.
Case Study
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Hend Ghorab, WARC Prize for MENA Strategy, Entrant, 2017
This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.
Case Study
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Tahaab Rais, Rania Gueneid, WARC Prize for MENA Strategy, Silver, 2017
This case study shows how the Egyptian Autism Society (EAS), a non-profit organisation, changed parents' perceptions of their own autistic children, through an educational campaign across Egypt.
Case Study
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Ali Cheikhali, WARC Prize for MENA Strategy, Silver, 2017
This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how MasterCard, the financial services brand, installed an interactive wall display to collect donations across the UAE to be delivered to displaced families in the Middle East.
Case Study
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Hend Ghorab, WARC Prize for MENA Strategy, Entrant, 2017
This case study describes how potato chip brand, Chipsy, used its packaging as a sports-betting medium to boost sales in Egypt and leverage its sponsorship of the UEFA Champions League.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.
Case Study
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Tahaab Rais, Mongi Bhouri, WARC Prize for MENA Strategy, Silver, 2017
This case study shows how Orange, a telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.
Case Study
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Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2017
This case study describes how milk brand Labanita brought its two cow mascots back from the dead to raise awareness and build brand love and sales in Egypt.
Case Study
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Hana Khattab, Ahmed Emad, Nada Sameh et al., WARC Prize for MENA Strategy, Entrant, 2017
This case study describes how chocolate brand, Cadbury's Mandolin, used social media to launch a two-bar variant to young people in Egypt.
Case Study
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Tahaab Rais, Jasmina Matic, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how Aspire Zone, a sports destination, increased footfall by getting people in Qatar to take part in a nocturnal exercise championship during Ramadan.
Case Study
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Tahaab Rais, Evan Kearney, WARC Prize for MENA Strategy, Gold, 2017
This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.
Case Study
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Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2017
This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how SmartLife, an NGO determined to help Dubai's labourers improve their living conditions, created a visual alphabet that helped workers learn English during their commute or house work.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Gold, 2017
This case study shows how OMO, a detergent brand, launched a live-streaming campaign to showcase children's sedentary lifestyle and increase brand awareness and sales in the Middle East.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how Emirates NBD, a financial services brand, developed a product that directly solved its target audience's biggest issue and thus expanded its account acquisitions in the UAE.
Case Study
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Tahaab Rais, Amit Kapoor, Umar Achraf, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how Batelco, a telecommunications provider, successfully stole its competition's customers with a simple real-time social media response campaign in Bahrain.
Case Study
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Tahaab Rais, Carl Bou Abdallah, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how Murr Television (MTV), a Lebanese media channel, devised an emotional cross-channel campaign to increase breast cancer awareness and brand affinity.
Case Study
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Haytham Dayeh, Amir Zeitouni, Nour Sabbagh, Rana Daoud et al., WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how du, a telecommunications provider, launched its digital fasting campaign during Ramadan celebrations, to engage consumers in the UAE and increase brand equity.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2017
This case study shows how Batelco, a telecommunications provider, increased its innovation equity by developing a smart bus that tackled the problem of child mortality in school buses in Bahrain.
Case Study
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Noor Hassanein, WARC Prize for MENA Strategy, Shortlisted, 2017
This case study describes how soft-drink brand Pepsi used digital and traditional media to connect with Egyptian youth and regain its association with music.
Case Study
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Amal Ben Saad, WARC Prize for MENA Strategy, Entrant, 2017
This case study describes how baby care brand Libero Peaudouce used a multimedia campaign to allow Tunisian families to pay tribute to their mothers to build brand love.
Article
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Josy Paul, Rajat Mendhi, Hemant Shringy, Eric Zuncic and David Tiltman, WARC Webinars, July 2017
This webinar replays WARC's session: "Lessons from the world's best campaigns" at the Cannes Lions festival this year.
Article
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Stephen Whiteside, Event Reports, Collision Conference, April/May 2017
This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.
Research Paper
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Research on WARC, MediaSense, June 2017
This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.
