The WARC Awards – Brand Purpose shortlist announced: 5 Asian entries make the cut
The third and final shortlist of The WARC Awards, a new global competition honouring the effective use of emerging marketing disciplines, has beeen released.
20 entries from around the world have made the shortlist in the Brand Purpose category, which rewards marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.
5 Asian entries have been shortlisted BBDO India, PHD China, J. Walter Thompson India and MullenLowe Singapore and MullenLowe Lintas Group India.
Chaired by Jim Stengel – President/CEO of The Jim Stengel Company, the jury of 13 senior industry leaders looked for purpose-led approaches to marketing that have been successful not just in fulfilling a societal need but also in achieving commercial goals. The jury were seeking for evidence of brands integrating purpose into their marketing and their wider enterprise as opposed to investing in bolt-on CSR programmes.
The shortlisted entries are:
Ariel Matic · Dads Share The Load · BBDO · India
Art Fund · From purpose to profit · 101 · United Kingdom
Be The Match · Be The Guy · space150 · United States
Elevit · The First Hello · PHD China
Emirates NBD · The AC Vests · FP7/Dubai, MediaVest Spark · United Arab Emirates
Good Knight · Getting India to say Good K’night even in the Mornings · J. Walter Thompson · India
Huggies · No Baby Unhugged · Ogilvy · Canada
Lifebuoy · Future Child · MullenLowe Singapore, MullenLowe Lintas Group India · India
MasterCard Priceless Causes · A Priceless Delivery · FP7/Dubai · United Arab Emirates
National Health Insurance Company – Daman · Ad D · FP7/Dubai · United Arab Emirates
National Health Insurance Company – Daman · Don’t ‘treat’ yourself to antibiotics · FP7/Dubai · United Arab Emirates
National Institute for Blood Transfusion & Untold Festival · Pay With Blood · UM · Romania
Off the Street Club · Hope is Tougher · Energy BBDO · United States
Persil · The Radicalisation of Persil: How prisoners helped us restore conviction in the brand · MullenLowe · United Kingdom
SPC/Goulburn Valley/Ardmona · #MyFamilyCan · Leo Burnett Melbourne · Australia
Surf Excel · When Embracing Dirt Became An Act Of Faith · MullenLowe Lintas Group · India
Coca-Cola · A World of We · FP7/Dubai · United Arab Emirates
The New Zealand Heart Foundation · The Heart Attack Act · Barnes, Carmur & Friends Dentsu · New Zealand
U by Kotex · It’s Not My Period · Ogilvy, Mindshare · Canada
Whirlpool · Care Counts: Brand Purpose Can Make a Difference · DigitasLBi · United States
The winners of the inaugural WARC Awards will be announced shortly.
More information on WARC Awards and all the shortlisted entries can be found here and on the WARC here.