The Warc Awards shortlist of 20 entries has been announced 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.
Jury chair, Jim Stengel
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.
Ariel Matic · Dads Share The Load · BBDO · India
Art Fund · From purpose to profit · 101 · UK
Be The Match · Be The Guy · space150 · US
Elevit · The First Hello · PHD China · 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 · US
Persil · The Radicalisation of Persil: How prisoners helped us restore conviction in the brand · MullenLowe · UK
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 · US
The winners of the inaugural Warc Awards will be announced shortly. For more information, click here.
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