Humour & jokes

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BT: Flexible BT TV Launch - Cinema Activation

Case Study • DMA (UK), Gold, 2020

BT TV, a subscription TV service, brought its flexibility to life by pranking cinema-goers to make people take notice.

Tommee Tippee: Nipplevision

Case Study • DMA (UK), Gold, 2020

Tommee Tippee, a feeding bottle and childcare brand, launched its campaign Nipplevision: a baby bottle campaign that showed parents what they could do rather than telling them what they should do.

VÚB Bank: Savings Therapy

Case Study • WARC Cases, 2019

Slovak bank VÚB Bank got its consumers to open saving accounts with a campaign that used humour to communicate the benefits of saving money.

Pants Bear: Learning life one adventure at a time

Case Study • WARC Cases, 2020

Children’s education and entertainment brand Pants Bear launched in Malaysia with a content strategy tailored around cultural moments and learning activities.

Old Spice: Guest Starring… Old Spice

Case Study • James Barnett, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Male personal care brand Old Spice engaged YouTubers to help run a meme-based campaign using brand ambassador Isaiah Mustafa to launch its anti-perspirants and body sprays in Israel.

Coca-Cola is named the best UK Christmas advertiser

News • 04 December 2020

Coca-Cola has been named as this year’s best Christmas advertiser in the UK after its two festive campaigns saw off strong competition with a winning formula of nostalgia and escapism.

Lifebuoy: The Ritual of Karma Wash Off

Case Study • Thuy Tran, Sudarshan Saha, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Lifebuoy, the soap brand, created a meaningful brand association with an important festive season to reach millennials in Vietnam.

Vim: The power of 100 lemons

Case Study • Rituparna Dasgupta, Ashutosh Paretkar, Rajani Ranjan, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

Burger King: Burger King’s Content Kitchen

Case Study • Vanessa Tan, Mark Haycock, Adrian Adshade, WARC Media Awards, Bronze, Best Use of Data, 2020

QSR brand Burger King used a data-driven content strategy to stay ahead of its rivals and re-engage customers in Singapore.

SAP: The Future of Marketing has Feelings

Case Study • Fabian Preiss, WARC Media Awards, Bronze, Best Use of Data, 2020

Multinational software company SAP adopted a multimedia approach to promote awareness of a new software category among B2B decision makers in Germany and establish itself as the leading force in this field.

WA Super: Super is Boring

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

WA Super, a superannuation fund, kickstarted a conversation about the 'boring' topic of superannuation in Western Australia and encouraged more people to engage with their superannuation fund with the campaign Super is Boring.

KFC: Michelin Impossible

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

KFC, a fast food brand, reversed negative perceptions of its food quality in Australia with its campaign Michelin Impossible.

NZ Transport Agency: Hello

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

NZ Transport Agency, a state agency in New Zealand, increased awareness of the dangers of using a phone while driving by launching a video ad that showed passengers telling drivers to put them first by intercepting them and their phone.

LifeDirect / Trade Me: R.I.P. Simon - giving a brand a new lease on life, by publicly killing its mascot

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

Life Direct, a life insurance comparison website, encouraged consumers to compare life insurance with the brand by killing its mascot, Simon the Sloth, as part of its campaign RIP Simon in New Zealand.

What’s the right tone in hard times?

Article • Graham Page, WARC Exclusive, November, 2020

What 50,000 ads and 8 years of emotion research tells us about how to advertise in a recession.

Cheez-It Snap'd: Cheese Shortage Concern

Case Study • Chris Harder, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Savoury snack brand Cheez-It created a cheese shortage concern across stream-worthy media to promote the launch of its new product in the US.

Subaru: The Greatest Outback Of All Time (GOOAT)

Case Study • Tim Hopkins, David Tremblay, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Car-maker Subaru launched its new Outback model in Canada with a humorous multichannel campaign to appeal to younger drivers.

Five considerations for advertisers embarking on a Super Bowl journey

Article • Ana Jiménez Núñez and Leander Sodji, WARC Exclusive, November 2020

Key takeaways for Super Bowl advertisers from Mano’s annual Super Bowl Compass report.

Burger King: Social Fire

Case Study • Jimmy George, Annabelle Butler, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Burger King, the fast food restaurant chain, created millions of dollars of earned media and captured the attention of its audience in the US with a social media content campaign.

Head & Shoulders: Say it Proud

Case Study • James Barnett, WARC Media Awards, Gold, Effective Channel Integration, 2020

Haircare brand Head & Shoulders ran a TV, digital and radio campaign based on popular mispronunciations of its name, gaining sales and market share in Indonesia.

Barclaycard: Creating value beyond price

Case Study • Paul Phillips, Robert Beevers, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

British credit card Barclaycard ran a multichannel campaign targeting the spending behaviours of two key segments to drive growth by gaining customers and increasing usage.

Chromebook: It's Switching Time

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Google Chromebook, a laptop brand, encouraged consumers to switch from using a Windows laptop to a Chromebook with its direct and humorous campaign It's Switching Time.

bubly sparkling water (PepsiCo): Bublé vs. bubly

Case Study • ARF Ogilvy Awards (US), Gold, 2020

bubly Sparkling Water, a carbonated water brand, expanded its presence within a fast-growing category and unleashed bubly's playful personality on the country's biggest stage with its Bublé vs. bubly campaign.

Jif: That Jif'ing Good

Case Study • ARF Ogilvy Awards (US), Bronze, 2020

Jif, a peanut butter brand, highlighted the superior taste of Jif peanut butter with its humorous campaign That Jif'ing Good that showed consumers would go to any lengths for a taste of Jif's peanut butter.

Petco: BuzzFeed + Petco Nutrition

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Petco, a pet supplies brand, educated pet 'parents' on the crucial role that nutrition plays in helping maintain their pets' health and wellbeing in the USA.

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.
What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.
Is it too soon to be funny? What consumers want from social media during COVID-19

Article • Geoffrey Precourt, WARC Exclusive, April 2020

Research by Shareablee, the social-media intelligence provider, has shown that brands can inject humor into their marketing efforts, but must do so with a suitable degree of caution due to the sensitive climate relating to COVID-19.
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.
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.