Article
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WARC Best Practice, February 2019
Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.
Case Study
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Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019
Tommy Hilfiger, a clothing brand, launched an adaptive clothing line in the US that makes clothing more accessible for people with disabilities.
Case Study
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Cannes Creative Lions, Gold, Creative Strategy Lion, 2019
Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.
Case Study
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Cannes Creative Lions, Silver, Creative Strategy Lion, 2019
Lifebuoy, a soap brand, launched a handwashing initiative in India, Kenya and Indonesia to help prevent deaths of children aged under five by promoting hygienic handwashing routines.
Case Study
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Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019
Etat Libre d'Orange, a perfume brand, launched I AM TRASH in France, a perfume made of waste from the perfume industry, to take a stand against excessive consumption.
Case Study
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Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019
Vicks India, a brand of over-the-counter medications, launched #TouchOfCare in India, which featured the stories of two women and their families to highlight Vicks as embracing care for all families.
Case Study
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Cannes Creative Lions, Gold, Creative Strategy Lion, 2019
Ruavieja, an alcoholic digestive liquor from Pernod Ricard, created a tool that predicted how much time people had left together in an emotional film to encourage brand recognition and awareness in Spain.
Case Study
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Cannes Creative Lions, Silver, Creative Strategy Lion, 2019
Aeroméxico, an airline, increased the amount of flights taken from the US to Mexico by offering discounts to Americans with Mexican ancestry.
Case Study
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Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019
Samsung Fire & Marine Insurance, an insurance brand, launched a flower vase that doubled as a fire extinguisher in South Korea to promote fire safety across the country.
Case Study
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Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019
NRMA, an insurance company, turned the insurance model on its head in Australia by paying people to avoid disasters instead of paying people after they had one.
Case Study
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Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019
The Campaign Against Living Miserably (CALM), a charity, created a striking public installation in the UK to increase awareness of male suicide and suicide prevention.
Case Study
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Cannes Creative Lions, Gold, Creative Strategy Lion, 2019
The Canadian Down Syndrome Society (CDSS), a non-profit organization, created the Endangered Syndrome video campaign in North America to get people with Down syndrome put on the endangered species list.
Case Study
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Cannes Creative Lions, Silver, Creative Strategy Lion, 2019
Back Market, a supermarket specialising in refurbished products, reused old tweets from celebrities speaking about its products to make it look as though they were promoting the brand in the present to successfully launch in the US.
Case Study
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Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019
IKEA, a furniture retail company, hacked 13 of its popular products and used 3D printing to create special add-ons for people with disabilities in Israel.
Case Study
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Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019
Utair Airlines launched a multimedia campaign in Russia to encourage Russians to travel within their own country by accurately portraying the country and showing people relatable imagery.
Case Study
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Cannes Creative Lions, Silver, Creative Strategy Lion, 2019
Tesco, the supermarket chain, incentivised shoppers in Malaysia to reuse their bags by giving them money off their shop when they did.
Case Study
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Cannes Creative Lions, Silver, Creative Strategy Lion, 2019
Kingo Energy, a clean energy company, launched a prepaid electricity system in Guatemala to provide people off the grid with accessible clean energy.
Research Paper
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Rob Sanders, Michelle Grushko and Nathaniel Greywoode, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Twitter, the social media platform, studied the effectiveness of creative assets and what exactly advertisers need to do to succeed on the platform.
Research Paper
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Pierre Bouvard, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Cumulus Media, a radio broadcasting stations company, completed a creative study conducted in partnership with audio testing experts VERITONIC, to examine ads from the most prestigious advertising and creative award shows.
Article
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WARC Exclusive, July 2019
Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
News
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31 July 2019
Three major themes emerge from an analysis of this year’s Cannes Creative Effectiveness Lions, including the important role of creative catalysts, PR and social and the enduring power of the real, according to a new WARC report.
Case Study
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SABRE Awards, South Asia, Associations, 2019
International Finance Corporation, an international financial institution, raised awareness of e-waste across India to ensure its safe disposal.
Case Study
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SABRE Awards, South Asia, Superior Achievement in Measurement and Evaluation, 2019
Bio-Oil, a scar and stretchmark product, told the pregnancy experiences of Indian celebrity mothers, and the support that made sure they had an #Unstretched Journey, which led to a sales increase in India.
Case Study
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SABRE Awards, South Asia, Marketing to Consumers (Existing Product), 2019
Godrej Interio, a furniture store, changed Indians' attitudes towards having a healthy sleep regime by enlisting celebrities to spread the message, and creating an app that gives insights on sleep regimes.
Case Study
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SABRE Awards, South Asia, Travel & Leisure, 2019
Airbnb, an online marketplace and hospitality service, encouraged potential homestay owners to put their listing on Airbnb across the North East by launching sensitisation and training workshops to improve the quality of service provided.
