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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

- advertising evidence, insights and best practice

WARC provides the latest evidence, expertise and guidance to make marketers more effective. WARC's mission is to save the world from ineffective marketing.

WARC's clients include the world's largest brands, advertising and media agencies, media owners, research companies and universities. They rely on WARC for rigorous, unbiased information and advice on almost any advertising and marketing issue, which WARC delivers via best practice guides, case studies, research papers, special reports and advertising trend data, as well as via webinars, awards, events and advisory services.

WARC collaborates with more than 50 respected industry organisations globally including: The Advertising Research Foundation, Cannes Lions, Effie Worldwide, Association of National Advertisers, ESOMAR, 4A's, IPA and DMA.

WARC was founded in 1985, and has offices in the UK, US and Singapore. In July 2018, WARC became part of Ascential plc, the global specialist information company.

About Ascential

Ascential is a specialist, global information company that helps the world's most ambitious businesses win in the digital economy. Our information, insights, connections, data and digital tools solve customer problems in three disciplines:

- Product Design via global trend forecasting service WGSN;
- Marketing via global benchmark for creative excellence and effectiveness Cannes Lions and WARC, and strategic advisory firm MediaLink; and
- Sales via ecommerce-driven data, insights and advisory service Edge by Ascential, leading managed services provider for Amazon Flywheel Digital, the world's premier payments and Fin Tech congress Money20/20, global retail industry summit World Retail Congress and retail news outlet Retail Week.

Ascential also powers political, construction and environmental intelligence brands DeHavilland, Glenigan and Groundsure.

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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