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Tuesday, 17 April 2018, 18:30 HKT/SGT
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Source: WARC
WARC Awards 2018 - Effective Use of Brand Purpose shortlist announced

LONDON, Apr 17, 2018 - (ACN Newswire) - Campaigns for Audi, Deutsche Telekom, eBay, Guinness, Microsoft, Pantene and Reebok, are among the 19 campaigns from around the world that have been shortlisted for the WARC Awards' Effective Use of Brand Purpose category - a search for marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.

The panel of 17 brand purpose judges (www.warc.com/WARCAwards/purpose-judges.info) chaired by Claudia Willvonseder, Chief Marketing Officer, IKEA, has selected for the shortlist three Global, three US and three Indian campaigns as well as campaigns from Australia, Brazil, Indonesia, Israel, Mexico, Peru, Saudi Arabia, Spain, United Arab Emirates, Irish Republic and United Kingdom.

The shortlisted entries are:

Girls Do(n't) Fight - Reebok - McCann Worldgroup India - India
Helping India cope with the death of cash - Paytm - One97 Communications - McCann Worldgroup India - India
Rescue Rashie - Westpac - Westpac Banking Corporation Australia - Saatchi & Saatchi - Australia
The Vaseline Healing Project - Vaseline - Unilever - BBH New York - United States
Sea Hero Quest - Deutsche Telekom - Saatchi & Saatchi London - Global
Beautiful Lengths - Pantene - Procter & Gamble - MediaCom Connections Israel - Israel
#MakeWhatsNext in STEM - Microsoft - m:united//McCann - Global
The doll that chose to drive - Audi Spain - Volkswagen Group Espana Distribucion - Proximity Barcelona - Spain
Lifehackers - Universidad de Ingenieria y Tecnologia (UTEC) - Copiloto - Peru
An ocean of good - Aquaguard - Eureka Forbes - Triton Communications - India-
A beacon of light in the dark - Guinness - Diageo - AMVBBDO - Irish Republic, United Kingdom
This is what happens when pimps and whores become marketers - Libresse/Bodyform - Essity - AMVBBDO - Global
Doritos Mystery: Challenging a generation - Doritos - PepsiCo - AlmapBBDO - Brazil
Real People Make a Real Difference - eBay - Interfuse Communications - United Kingdom, United States
Cook with Her - Puck - Arla Foods - FP7/DXB - Saudi Arabia
People with Determination - Emirates NBD - FP7/DXB - United Arab Emirates-
Touch - Johnson's Baby - Johnson & Johnson Indonesia - BBDO Indonesia - Indonesia
The El Paso Story - Prudential Financial - United States
Gender Violence - Tecate - Heineken - Nomades - Mexico

To see the shortlisted case studies in the Effective Use of Brand Purpose, please view at www.warc.com/warcawards.prize. With judging ongoing, the shortlisted papers in the Effective Innovation category are already released. The Effective Content Strategy and Effective Social Strategy shortlists will be announced shortly.

The annual WARC Awards scheme is a global search for next-generation marketing effectiveness. It is free to enter and there is a $40,000 prize fund for the winning papers spread across the four categories, each one with its own high calibre judging panel and set of Special Awards.


About WARC

- Your global authority on advertising and media effectiveness

warc.com is an online service offering advertising best practice, evidence, insights and data from the world's leading brands. WARC helps clients grow their businesses by using proven approaches to maximise advertising effectiveness. WARC's clients include the world's largest advertising and media agencies, research companies, advertisers, market analysts and academics.

WARC runs two global and two regional case study competitions: WARC Awards, WARC Media Awards, WARC Prize for Asian Strategy and WARC Prize for MENA Strategy.

WARC publishes three global rankings of advertising excellence: Gunn 100 (creativity), WARC 100 (effectiveness), Gunn Media 100 (media innovation) and publishes leading journals including Admap, Market Leader, the Journal of Advertising Research and the International Journal of the Market Research Society. In addition to its own content, WARC features advertising case studies and best practices from more than 50 respected industry sources, including ARF, Effies, Cannes Lions, ESOMAR and IPA.

Founded in 1985, WARC has offices in the UK, U.S. and Singapore. In June 2018 WARC was acquired by Ascential plc, the global specialist information company.

Contact:
Amanda Benfell
PR Manager
+44 20 7467 8125
amanda.benfell@warc.com


Apr 17, 2018 18:30 HKT/SGT
Source: WARC

Topic: Press release summary
Sectors: Media, Advertising
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jury chair Claudia Willvonseder, IKEA
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