WARC Awards for Effectiveness: Brand Purpose

Shortlist

Knorr: Rooftop Farms
Brand
Knorr
Entrant
FP7 McCann, Cairo
Advertiser
Unilever
Market
Egypt
Babyshop: A world we deserve
Brand
Babyshop
Entrant
FP7 McCann, Dubai
Advertiser
Landmark Group
Market
United Arab Emirates
Grab: GrabForGood – Break the silence
Brand
Grab
Entrant
Ensemble Worldwide, Petaling Jaya
Advertiser
Grab
Market
Malaysia
Cadbury: Giving the people their chocolate back
Brand
Cadbury
Entrant
VCCP, London
Advertiser
Mondelez International
Market
United Kingdom
Heinz: Summer isn’t summer without Heinz
Brand
Heinz Ketchup
Entrant
Rethink, Toronto
Advertiser
Kraft Heinz Company
Market
Canada
B Honey: The Purple Hive Project
Brand
B Honey
Entrant
Thinkerbell, Melbourne
Advertiser
Bega Foods
Market
Australia
Master: Kraft Heinz Master Soy Sauce equity campaign
Brand
Master
Entrant
The Kraft Heinz Company, Shanghai
Advertiser
Kraft Heinz Company
Market
Asia
Kitchenaid: A Woman's Place – Fighting for equal possibilities in the kitchen
Brand
Kitchenaid
Entrant
Digitas, Chicago
Advertiser
Whirlpool Corporation
Market
United States
Dove: #Showus Y2 Russia
Brand
Dove
Entrant
Initiative, Moscow
Advertiser
Unilever
Market
Russian Federation
Dove Men+Care: Commit to C.A.R.E now
Brand
Dove Men+Care
Entrant
Mindshare, New York
Advertiser
Unilever
Market
United States
Kellogg's Frosted Flakes: Tony The Tiger – From cereal salesman to activist
Brand
Kellogg's Frosted Flakes
Entrant
Leo Burnett Interactive, Chicago
Advertiser
The Kellogg Company
Market
United States
Aguila Beer: The Beer Cap Project
Brand
Aguila Beer
Entrant
MullenLowe SSP3, Bogotá
Advertiser
Anheuser-Busch InBev
Market
Colombia
Crayola: Colors of the world
Brand
Crayola
Entrant
dentsumcgarrybowen, New York
Advertiser
Hallmark Cards
Market
United States
Finish: Skip the rinse
Brand
Finish
Entrant
Havas New York
Advertiser
Reckitt Benckiser
Market
United States
Black & Abroad: Go back to Africa
Brand
Black & Abroad
Entrant
FCB/SIX, Toronto
Advertiser
Black & Abroad
Market
United States
Dove: How Dove found beauty in the time of covid
Brand
Dove
Entrant
Ogilvy, London
Advertiser
Unilever
Market
Global
VÚB Bank: Savings Therapy
Brand
VÚB Bank
Entrant
TRIAD Advertising Bratislava
Advertiser
Intesa Sanpaolo
Market
Slovak Republic
Persil: Dirt For Good
Brand
Persil
Entrant
MullenLowe London
Advertiser
Unilever
Market
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.