Article
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WARC Best Practice, August 2019
Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.
Article
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Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher, WARC Exclusive, June 2020
Distinctive brand assets have a powerful role to play in ensuring top of mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.
Case Study
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Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Shortlisted, 2020
Egyptian telco Etisalat crafted a comic campaign to narrow the gap between itself and Vodafone and win customers over to its hybrid offer.
Case Study
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Ali Khalil, WARC Prize for MENA Strategy, Shortlisted, 2020
QSR brand Burger King targeted young Saudis with a social media 'trolling' campaign featuring football icon Sami Al-Jaber to drive sales of its new spicy menu across Saudi Arabia.
Case Study
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Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Shortlisted, 2020
Detergent brand OMO piggybacked on the Marvel film franchise's famous post-credits scenes to boost sales and appeal to millennials in Lebanon.
News
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30 June 2020
New Delhi’s ministry of consumer affairs is compiling the country’s first ever government-designed code of conduct for advertisers and agencies, in a move designed to curb unfair practices and misleading claims.
Article
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Mindshare, Vidooly, WARC COVID-19 Series, June 2020
With the world’s biggest democracy under lockdown, Indians are trying to adopt new lifestyles by staying indoors and cultivating new habits.
Case Study
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Design Business Association, Design Effectiveness Awards, Bronze, 2020
Marks & Spencer, a supermarket chain, launched its range of plant-based food, Plant Kitchen, in the UK with blue themed packaging that celebrates the power of plants.
Case Study
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SABRE Awards, Gold, North America, 2020
Stonyfield Organic, a yoghurt brand, increased awareness and sales in the US by partnering with actor Adam Scott to produce video adverts that raised awareness of the number of children's playing areas and outdoor spaces treated with dangerous chemicals.
Case Study
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SABRE Awards, Gold, North America, 2020
Dove, a personal care brand, elevated Dove Hair's brand equity in the US through a product-agnostic campaign designed to spark a national dialogue around broadening the narrow definition of beautiful hair.
Case Study
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SABRE Awards, Gold, North America, 2020
Chipotle, a restaurant chain, established new brand values and changed its strategic vision to increase brand visibility and positive sentiment in the US.
Case Study
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SABRE Awards, Gold, North America, 2020
LUNA Bar, a brand of nutrition bars, championed equality in the US by creating a publicity campaign that saw it pay the women's national soccer team the difference between theirs and the men's soccer team's World Cup roster bonus.
Case Study
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SABRE Awards, Diamond, North America, 2020
Gillette, a shaving brand, created a YouTube film in the US to turn its classic tagline into a thought-provoking question surrounding masculinity.
Case Study
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SABRE Awards, Gold, North America, 2020
Experian, a consumer credit reporting company, promoted its Experian Boost product by launching a front-page story in the Wall Street Journal and a national social campaign in the US.
Case Study
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SABRE Awards, Gold, North America, 2020
Subway, a restaurant chain, launched its Beyond Meatball sub in Canada and targeted a female, millennial audience with a video campaign highlighting the care that goes into producing the plant-based product.
Case Study
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SABRE Awards, Gold, North America, 2020
Lay's, a crisp brand, promoted joy across the US by releasing limited edition packaging that featured the smiles of real people and encouraging people to take smiling selfies with them.
Case Study
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SABRE Awards, Gold, North America, 2020
Verizon, a telco company, increased awareness of the first AIDS ward unit in San Francisco by creating a film promoted by various celebrities and influencers in the US.
Case Study
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SABRE Awards, Gold, North America, 2020
Pampers, a nappy brand, partnered with influencers and celebrity partner John Legend to promote the need for more changing tables in men's toilets in the US and Canada as part of its mission to celebrate hands-on dads.
Case Study
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SABRE Awards, Gold, North America, 2020
Band-Aid, a brand of adhesive bandages produced by Johnson & Johnson, created bandages that contribute a percentage of sales to the fight against HIV/AIDS, acting as a badge of honour for supporters in the US.
Case Study
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SABRE Awards, Gold, North America, 2020
3M, a global science, technology and manufacturing leader, launched a CEO interview, scientists toolkit and online video series to promote its second State of Science Index report in the US.
News
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15 May 2020
International brands have always had to tread carefully in China, where an appreciation of local culture is essential, but with nationalism on the rise and sensitivity about the origins of coronavirus prevalent, communication tailored to Chinese ...
Case Study
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Jimmy George, Courtney Calvert, Annabelle Butler, WARC Awards, Bronze and Live Award, Effective Social Strategy, 2020
Non-profit gun safety organisation Change The Ref used the comedian Louis CK and his words about shooting victims to create a stand-up 'comedy' act to bring gun-control conversation into pop culture in the US.
Case Study
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Ali Khalil, WARC Awards, Shortlisted, Effective Social Strategy, 2020
To win over young Saudis, QSR brand Burger King joined their conversation via a social stunt that trolled one of their most famous football icons.
Case Study
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Su Ling Chan, Chia Yuin Chow, Calvin Tan, WARC Awards, Shortlisted, Effective Social Strategy, 2020
Mouthwash brand Listerine achieved its highest Ramadan market share for three years with a campaign that used TV, digital, social media and in-store activity to persuade Malays in Malaysia to spread more positivity during the holy month.
Case Study
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Hajar Yusof, WARC Awards, Grand Prix, Effective Social Strategy, 2020
KFC the fast food brand used a comedic take on a social influencer to drive affinity with millennials in Malaysia.
