Humour & jokes

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The Danish Safety Technology Authority: New Year's again

Case Study • SABRE Awards, EMEA, Gold, 2021

The Danish Safety Technology Authority, a government agency, encouraged people to stay safe while enjoying fireworks on New Year's Eve in Denmark.

Lynx: Marmite x Lynx – The World's First Social Distancing Deodorant

Case Study • SABRE Awards, EMEA, Gold, 2021

Marmite, a food spread made from yeast extract, and Lynx, a deodorant brand, partnered to launch the world's first social-distancing deodorant in the UK.

Cargus: Never Have I Ever Sent

Case Study • SABRE Awards, EMEA, Gold, 2021

Cargus, a courier brand, launched its humorous campaign Never Have I Ever Sent to educate people about what can and can't be sent in the post.

The effect of guerrilla marketing on company share prices: An event study analysis

Research Paper • Svetlana Davis and Frederick Davis, Journal of Advertising Research, Digital First, July 2021

This study analyzes a hand-collected sample of 803 guerrilla marketing campaigns from 2007 to 2017 to examine the impact on abnormal share price performance.

Burger King: The Doppelganger

Case Study • Ali Khalil, WARC Prize for MENA Strategy, Shortlisted, 2021

QSR brand Burger King called on a cast of celebrity doppelgangers to launch its repackaged value items and increase sales in Saudi Arabia.

Succeeding in trying times: Behind PayPal’s and Scania’s DMA Awards-winning work

Opinion • Chiara Manco, June 2021

Through a deep dive into two 2020 DMA Awards winners, WARC’s Chiara Manco looks at how challenging times can be the breeding ground for creative and effective work.

LADA: Thank You Russia

Case Study • Jessica Handley, Jennifer Fischer, WARC Prize for MENA Strategy, Shortlisted, 2021

Car brand, Lada, used provocative messaging around its Russian roots to grab the attention of drivers in Lebanon.

Weetabix finds a braver voice as it launches into the drinks sector

Article • Sean Hargrave, Event Reports, Festival of Marketing Fast Forward, June 2021

While Weetabix has near universal brand awareness in the UK it faces the challenge of being consumed more frequently beyond the breakfast table.

Hulu: Sellouts X NBA

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Hulu, a television network, promoted its live TV feature among its US audience by enlisting NBA stars in an honest influencer campaign that told viewers how they were paid to tell them that Hulu showed live sports.

Burger King: Twitter bait

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Burger King, a fast-food brand, launched its Twitter Bait campaign in the USA to drive conversation and hype about the reintroduction of Funnel Cake Fries to its dessert menu.

Aldi: Like brands 2011-2020

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Aldi, a supermarket chain, increased brand love and penetration in the UK by launching a campaign spanning several years that applauded its competition rather than knocking them.

Netflix: Netflix is a joke

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Netflix, an over-the-top content platform, promoted its stand-up comedy content across the US by launching a series of billboards that announced 'Netflix Is A Joke'.

Huggies: The world's first baby marathon

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2021

Huggies, a diaper and baby wipes brand, increased sales in South Africa by launching a distance tracking device for babies who participated in an online marathon to prove Huggies diapers are the best for moving babies.

Indian Association of Palliative Care: Last laugh

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

The Indian Association for Palliative Care (IAPC), an information and support association, increased the number of requests for end-of-life care in India by launching a stand-up comedy show performed by terminally ill patients.

DB Export: I'm drinking it for you

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

DB Export, a beer brand, launched a multimedia campaign which used experiential marketing and a multi-platform takeover to launch its DB Export Gold Extra Low Carb beer in New Zealand.

Oh Henry!: The Oh Henry! 4:25 BAR

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Oh Henry!, a chocolate bar brand, leveraged the legalisation of cannabis in Canada to encourage consumption among millennials.

Guinness: Clear

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Guinness, a beer brand, launched a responsible drinking campaign which encouraged people to drink tap water to moderate their alcohol intake during the Six Nations rugby championships in Great Britain and Ireland.

Why brands need to have humour in their armoury

Article • Brian Carruthers, Event Reports, Advertising Week Europe, May 2021

Humour isn’t used in advertising as much as it used to be a decade or more ago, but the time may be right for brands to seriously consider adding this particular element to their marketing toolkit.

Axe: Chill

Case Study • MMA Smarties, Gold, MENA, 2020

Axe, a male deodorant brand, launched its Axe Chill campaign across the Gulf Cooperation Council (GCC) countries to highlight Axe's ability to lower body temperature.

Ping Identity: Chief identity champion

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Ping Identity, a security company, increased its footprint in the technology and cybersecurity market in the United States.

Zycus: Zycus virtual annual user conference

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

In the wake of the Covid-19 pandemic, Zycus, a United States company specialised in cognitive procurement, moved its annual flagship event, Horizon, to an online format available worldwide.

Heineken: Taking Heineken 0.0 to the parts other beers cannot reach

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Heineken ran a multi-national, three year campaign for its new non-alcoholic beer (NAB), 0.0, to reverse declining share and sales, and win drinkers aged 25 to 34.

KFC Australia: Did someone say KFC? News layer

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Fast-food chain, KFC, devised a new marketing model to drive both short-term sales and long-term brand success in Australia.

VÚB Bank: Savings Therapy

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Banking brand VUB Bank got customers in Slovakia to start saving through a humorous multichannel campaign that treated saving money as a worthwhile addiction.

Skinny: Friend-vertising

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Low-cost telco Skinny harnessed its customer superpowers to grow credibility and drive consideration in New Zealand.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
2020 Content Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, August 2020

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2020 WARC Awards.
Strategy Toolkit module 4: Consumer behaviour

Article • Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.
2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2020

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.
Brand communication in the post-COVID era: The new communication playbook

Article • Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020

COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.
What we know about using humour in advertising

Article • WARC Best Practice, September 2020

Provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.