WARC Awards for Effectiveness: Brand Purpose
Shortlist
Knorr: Rooftop Farms
Knorr
FP7 McCann, Cairo
Unilever
Egypt
Babyshop: A world we deserve
Babyshop
FP7 McCann, Dubai
Landmark Group
United Arab Emirates
Grab: GrabForGood – Break the silence
Grab
Ensemble Worldwide, Petaling Jaya
Grab
Malaysia
Cadbury: Giving the people their chocolate back
Cadbury
VCCP, London
Mondelez International
United Kingdom
Heinz: Summer isn’t summer without Heinz
Heinz Ketchup
Rethink, Toronto
Kraft Heinz Company
Canada
B Honey: The Purple Hive Project
B Honey
Thinkerbell, Melbourne
Bega Foods
Australia
Master: Kraft Heinz Master Soy Sauce equity campaign
Master
The Kraft Heinz Company, Shanghai
Kraft Heinz Company
Asia
Kitchenaid: A Woman's Place – Fighting for equal possibilities in the kitchen
Kitchenaid
Digitas, Chicago
Whirlpool Corporation
United States
Dove: #Showus Y2 Russia
Dove
Initiative, Moscow
Unilever
Russian Federation
Dove Men+Care: Commit to C.A.R.E now
Dove Men+Care
Mindshare, New York
Unilever
United States
Kellogg's Frosted Flakes: Tony The Tiger – From cereal salesman to activist
Kellogg's Frosted Flakes
Leo Burnett Interactive, Chicago
The Kellogg Company
United States
Aguila Beer: The Beer Cap Project
Aguila Beer
MullenLowe SSP3, Bogotá
Anheuser-Busch InBev
Colombia
Crayola: Colors of the world
Crayola
dentsumcgarrybowen, New York
Hallmark Cards
United States
Finish: Skip the rinse
Finish
Havas New York
Reckitt Benckiser
United States
Black & Abroad: Go back to Africa
Black & Abroad
FCB/SIX, Toronto
Black & Abroad
United States
Dove: How Dove found beauty in the time of covid
Dove
Ogilvy, London
Unilever
Global
VÚB Bank: Savings Therapy
VÚB Bank
TRIAD Advertising Bratislava
Intesa Sanpaolo
Slovak Republic
Persil: Dirt For Good
Persil
MullenLowe London
Unilever
United Kingdom
Brand Purpose
For marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as benefit for the wider community. Entries should demonstrate clear evidence of how a brand purpose has both achieved societal impact and met commercial goals. Please note: campaigns for charities or non-profits will not be accepted in this category.
2021 Judges
A judging panel of industry experts, chaired by Tati Lindenberg, VP Marketing, Dirt Is Good, Unilever, will be reading the entries.
Special Awards
Sustainability Award
For a brand that has replaced a strategy or business practice with a more sustainable alternative and can prove that it has contributed to long-term brand health.
Data & Evaluation Award
For a brand purpose strategy that has gone the extra mile in measuring both commercial and societal impact.
Employee Engagement Award
Rewarding a purpose-led strategy for consistency both inside and outside an organisation.
