Article
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WARC Best Practice, January 2019
Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.
News
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22 October 2019
Budweiser, the iconic American beer brand, has doubled down on its involvement with sport, in particular women’s soccer, as a response to the perception of the brewer as a soulless industrial scale brew.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019
Budweiser, the iconic beer, needed to demonstrate that it was more than a mass-produced, generic beer in response to changing habits and preferences among drinkers.
Case Study
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SABRE Awards, LATAM, Industry Sector, Gold, 2019
SAP, a software company, created Diversity in the Streets, which saw street artists paint portraits on walls in countries across Latin America to show the importance of diversity.
Case Study
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SABRE Awards, LATAM, Industry Sector, Gold, 2019
Axalta, a leading global manufacturer of automotive paint, grew its digital presence and connected with auto repair shops and refinish painters through an educational monthly video series.
Case Study
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SABRE Awards, LATAM, Platinum, 2019
Airfox, a blockchain financial services provider, launched a PR campaign and money management workshops in schools to create interest around its new mobile app in Brazil.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Great Western Railway (GWR), a train operating company, encouraged the British public to travel by train by launching animations of Enid Blyton's The Famous Five going on a Western Railway adventure.
Case Study
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Account Planning Group - (UK), Entrant, 2019
HSBC, a bank, used the power of empathy globally to turn the Asset Management arm of HSBC into what the Financial Times defined as a "rising star" in the category.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Childline, a counselling service for children, partnered with charity Vodafone Foundation to launch Headboomz in Ireland as a means for children to navigate their daily niggles.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Depaul UK, a charity that helps young homeless people, used context, story-telling and partnerships to reach young people in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Volvo, the automotive company, turned an unloved salience driver into a cornerstone of brand building in its UK campaign.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign that created a cultural connection, which reinforced its Made of More message.
Case Study
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Account Planning Group - (UK), Shortlisted, 2019
The Global Fund, an international financing and partnership organisation that supports programs to fight AIDs, tuberculosis and malaria across the world, improved sentiments about minorities so people with HIV or AIDS would feel more comfortable seeking medical help.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Toyota, the automotive manufacturer, increased sales of its AYGO car in the UK with a campaign that created buzz around the launch of a new model.
Case Study
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Account Planning Group - (UK), Bronze, 2019
National Safety Council (NSC), launched a national debate about prescription opioid-related deaths in the US via its Prescribed to Death campaign, which equipped Americans with the knowledge and tools to have a conversation with their doctors.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Charity Royal National Lifeboat Institution (RNLI) launched a campaign in the UK giving instructions on how to best react when falling unexpectedly in cold water.
Case Study
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Account Planning Group - (UK), Entrant, 2019
NHS England, the publicly funded National Health Service, recruited the next generation of nurses, and encouraged ex-nurses to reconsider the NHS, by restoring national pride in the UK's most-loved public institution and its people.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The Department for Education (DfE), a branch of UK government, increased interest in becoming a teacher because of its emotionally led TV campaign in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Gumtree, an online classified advertisement and community website, launched a TVC and DOOH campaign in the UK to encourage people to be more neighbourly.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Samaritans, a charity, Network Rail, a railway company, and The British Transport Police, a force that polices the railway, helped reduce the number of suicides committed on British railways by enlisting the public to intervene.
Case Study
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Account Planning Group - (UK), Silver, 2019
Greenpeace, a non-governmental organisation, used a young, animated orangutan to turn a wall of ignorance around palm oil into front page news through an emotional film in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
BBC One, a TV channel, increased its emotional connection with audiences in the UK by focusing on the idea of ‘oneness’.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The British Heart Foundation (BHF), a charity in the United Kingdom, increased regular and one-off donations with a TV campaign and poster for children drawing attention to the heart's effect on the circulatory system.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Pedigree, a petcare brand, launched Dog Dates across the UK and Europe, which matched lonely elderly people with dog owners in the area to get them to go on dog walks and socialise out of the house.
Case Study
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Account Planning Group - (UK), Bronze, 2019
ASOS, an online fashion retailer, collaborated with Gen Z artists and activists to launch a new brand in the UK, making it the fourth highest selling brand on the ASOS platform during the campaign.
