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Monday, 18 September 2017, 18:37 HKT/SGT

Source: WARC
The WARC Awards 2017 - Brand Purpose winners announced

LONDON, Sept 18, 2017 - (ACN Newswire) - Campaigns for SPC Ardmona, Unilever's Lifebuoy, P&G's Ariel Matic and Whirlpool have been awarded Golds in the Brand Purpose category of the inaugural global WARC Awards 2017, which recognise next-generation marketing effectiveness.

The Brand Purpose category rewards the best marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.

The jury, a panel of 13 senior industry professionals chaired by Jim Stengel, President/CEO, The Jim Stengel Company, awarded four Golds, three Silvers and three Bronzes. Three of winning campaigns came from India (one of which also ran in Pakistan), two from the UK, two from Canada, and Australia, UAE and the US saw one winner each.

The Grand Prix and winners of the three Special Awards in particular areas of excellence - Longevity Award, Analytics Award and Partnership Award, will be announced at in London on 20 September.

Gold winning campaign '#MyFamilyCan' by Leo Burnett Melbourne for food brand SPC Ardmona increased sales by quickly reacting to a food scandal hitting Australia by putting local farming families at the front of their campaign.

Jury member Freya Williams, CEO, Futerra, North America said: "We have a lot of clients trying to figure out supply chains and this is a nice human way of doing it."

Soap brand Lifebuoy's 'Future Child' campaign by MullenLowe Singapore and MullenLowe Lintas Group India won gold for successfully changing mothers' hand-washing habits in India with an emotional campaign about child mortality.

Jonathan Wise, Co-Founder, The Comms Lab, said: "This is a campaign that's in it for the long term. To get handwashing into the Sustainable Development Goals creates a change for good."

BBDO India won Gold for 'Dads Share the Load' campaign, for its continuation of the hugely effective original campaign of detergent brand Ariel engagement with its Indian audience about gender inequality in housework.

Tom Knox, Chairman, MullenLowe London, described it as: "A very mainstream brand doing something quite radical."

Finally DigitasLBi (USA) won Gold for Whirlpool's 'Care Counts: brand purpose can make a difference', which saw the US appliances manufacturer installing washers and dryers in schools to give disadvantaged students access to laundry facilities to boost attendance rates.

Jim Stengel, President & CEO, The Jim Stengel Company and former Global Marketing Officer at Procter & Gamble: "It is a brand that's trying to be in a different place, behind purpose, and I applaud them for that."

The list of Gold, Silver and Bronze winners are:


Ariel Matic - Dads Share The Load - BBDO India - India
Lifebuoy - Future Child - MullenLowe Singapore, MullenLowe Lintas Group India - India
SPC / Goulburn Valley / Ardmona - #MyFamilyCan - Leo Burnett Melbourne - Australia
Whirlpool - Care Counts: Brand purpose can make a difference - DigitasLBi - North America


Huggies - No Baby Unhugged - Ogilvy, Mindshare - Canada
Persil - The radicalisation of Persil - MullenLowe London - United Kingdom


Art Fund - From purpose to profit - 101 - United Kingdom
Emirates NBD - The AC Vests - FP7/Dubai, MediaVest Spark - United Arab Emirates
Surf Excel - When embracing dirt became an act of faith - MullenLowe Lintas Group - India, Pakistan, United Arab Emirates

View at the Brand Purpose Gold, Silver and Bronze winners as well as the winners of the Effective Content Strategy and Social Strategy categories.

The winners of all the Grands Prix and Special awards across all three categories will be revealed at a free-to-attend 'Learnings from the WARC Awards' event in London on 20 September. Register at to attend.

About WARC

- Your global authority on advertising and media effectiveness 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.

Amanda Benfell
PR Manager, WARC
Email: [email protected]
Tel: +44 (0) 20 7467 8125

Sept 18, 2017 18:37 HKT/SGT
Source: WARC

Topic: Press release summary
Sectors: Media, Advertising
From the Asia Corporate News Network

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