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WARC Awards 2018 Announces Effective Use of Brand Purpose Shortlist


A panel of seventeen brand-purpose judges has selected this year's shortlist

WARC Awards 2018 Announces Effective Use of Brand Purpose Shortlist
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 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 España Distribución · Proximity Barcelona · Spain

Lifehackers · Universidad de Ingeniería y Tecnología (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 · Nómades · Mexico

To see the shortlisted case studies in the Effective Use of Brand Purpose, please view here.

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 categ
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