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Unilever tackles the motes in its marketers' eyes

News • 18 June 2019

FMCG giant Unilever has turned its gaze inwards as part of its ongoing campaign against stereotyping, with an exercise designed to jolt its top marketers into greater awareness of unwitting stereotyping and ‘Unstereotype Bootcamps’ to ...

Sambito: Nature Represented

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Sambito, a commercial consultancy, got thousands of lawyers to fight court cases for nature by defending trees for free, in order to help protect Ecuador’s threatened environment.

From brand safety to brand suitability: why avoiding hard news could be damaging your brand

Article • Denise Turner, WARC Exclusive, June 2019

Brands have become increasingly concerned about where their online ads are being placed, but this concern can be over-cautious when advertisers blacklist content on premium publisher sites without an understanding of the context of the editorial.

How Highways England used classic arcade game Space Invaders to cut road deaths

Article • Alex Brownsell, Event Reports, Tuning In, May 2019

Highways England, a government-owned company, launched a radio-led campaign to curb the practice of tailgating on the roads.

Marmite: Gene Project

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Marmite, a salty spread brand, launched the Marmite Gene Project to reverse declining sales by bringing it back into the breakfast discussion in the UK.

The Cybersmile Foundation: #Trollingisugly

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

The Cybersmile Foundation, an anti-bullying non-profit, created a social experiment with Instagram influencer Chessie to bring cyberbullying to the forefront in the UK.

Using TV to launch high-end fitness brand Peloton in the UK

Article • Alex Brownsell, Event Reports, Thinkbox: Supercharge: transform your business with TV, May 2019

Peloton, the US exercise equipment manufacturer, used TV media to launch its product in the UK, driving awareness, word-of-mouth advocacy and exceeding its sales targets.

Audi/Vorsprung Durch Technik: Beautiful Cars With Amazing Brains

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

Finavia Oyj: #Lifeinhel

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Finavia, the Finnish airport operator, increased the number of Chinese passengers to Helsinki Airport by using a movie actor to show that the airport is so good that people wouldn’t want to leave.

Reckitt Benckiser: Protect Like A Mother

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lysol, a cleaning products and sanitiser brand, increased sales of its products globally by launching an emotional campaign that showed the only protection stronger than Lysol is the protection from a mother.

CALM: Project 84

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

The Campaign Against Living Miserably (CALM), a UK charity, created a striking public installation to increase awareness of male suicide and suicide prevention.

Apple: The Rock X Siri — Dominate The Day

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Apple, a technology brand, created a short film on YouTube that showed Siri organisation Dwayne "The Rock" Johnson's busy schedule to encourage users across China, Japan, Germany, the UK and the US to re-engage with Siri.

Tesco: Food Love Stories

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Tesco, the supermarket chain, used storytelling to persuade people in the UK that it cared about the quality of the food it sold, and was not "too big to care".

Uber threatened in London stronghold

News • 13 June 2019

After almost a decade of dominance in London’s ride-hailing scene, Uber is facing competition on a number of fronts that could undercut the newly public company and beat it at its own game.

Naked Grouse Rebrand

Case Study • Design Business Association, Gold, 2019

Naked Grouse, a whiskey brand owned by spirits company Edrington, designed its packaging and communications around its brand truth of liberation and freedom to promote it as a standalone brand in the UK.

Clover

Case Study • Design Business Association, Silver, 2019

Dairy Crest, a dairy products brand, demonstrated the natural origins of its Clover butter by redesigning its packaging to feature a cartoon nature setting to attract UK customers.

Blue Dragon

Case Study • Design Business Association, Silver, 2019

Blue Dragon, an Asian food products company, redesigned its packaging to reflect a visual journey to the heart of East Asia through the use of bold, bright colours to attract UK consumers.

Newby Classic Tea Collection

Case Study • Design Business Association, Silver, 2019

Newby, a classic tea collection, increased sales globally by redesigning its packaging to reflect it as the artefact of well-known philanthropist Nirma Sethia.

Gloucester Rugby Rebrand

Case Study • Design Business Association, Silver, 2019

Gloucester Rugby, a rugby brand, launched a new logo to develop a new brand identity and attract a wide range of stakeholders in the UK.

Häagen-Dazs Redesign

Case Study • Design Business Association, Silver, 2019

Häagen-Dazs, an ice cream brand, implemented a major packaging update and launched three limited-edition ranges to increase market share across the UK.

Lloyds Bank Manchester

Case Study • Design Business Association, Bronze, 2019

Lloyds Bank, a banking brand, reformulated its branch strategy in Manchester by launching a new flagship store with an innovative customer experience to increase store visits in the UK.

The Pearlfisher Garden

Case Study • Design Business Association, Bronze, 2019

Pearlfisher, a design agency, designed the Pearlfisher Garden to highlight the amount of plastic waste in the ocean, which was displayed at The RHS Chelsea Flower Show.

Winston Churchill Cigars

Case Study • Design Business Association, Silver, 2019

Winston Churchill Cigars, a cigar collection, re-launched its Winston Churchill collection in the UK by creating six different cigars to represent the many traits that made up Churchill.

Quorn Redesign

Case Study • Design Business Association, Gold, 2019

Quorn, a meat substitute product, increased brand growth and sales globally by launching a new pack design featuring food photography to tempt consumers.

Branding for The Primal Pantry

Case Study • Design Business Association, Silver, 2019

The Primal Pantry, a raw food manufacturer, increased market share in the UK by redesigning its identity to appeal to health food lovers across the country.

How L'Oréal Paris UK True Match climbed to No.1 by making everyone feel 'Worth it'

Case Study • Emily Ellis, David Frymann and Vasileios Kourakis, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

L'Oréal Paris, a beauty brand, increased its UK range of foundations to 23 shades to promote a more diverse and inclusive approach to beauty.
Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
Beauty and brains: How we supercharged the Audi premium 2015-2018

Case Study • Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
How to develop an effective customer experience strategy

Article • John Sills, WARC Best Practice, April 2018

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.