The final shortlist has been released for the Warc Awards 2020. 21 campaigns have made the Effective Social Strategy shortlist, which links social strategies to business success.
Lex Bradshaw-Zanger, L'Oréal.
The campaigns span a wide range of global brands, including Burger King, KFC, Listerine, Mars and Skoda, as well as local brands such as German Rail, El Tiempo daily newspaper in Colombia and Yes on 3 Coalition in the US.
Lex Bradshaw-Zanger, CMO, L'Oréal UK & Ireland and chair of the jury, commented: "This year we have seen amazing work ranging from deep social engagement, to activating real (and fake) celebrities and always excellent creative execution.
"What we look for above all in this category is not simply the use of social media but true social engagement across the community and the participation of the consumer. More than ever, where the consumer has a deep connection with the brand, and therefore chooses to engage, with or without strong media budgets, we see business results."
The Warc Awards 2020 - Effective Social Strategy shortlisted campaigns are:
Bring Back the Idols · Snickers · Mars Japan · BBDO Japan · Japan
No Need to Fly - Around the World in Germany · German Rail · Ogilvy Germany · Germany
Sebarkan Kata Seharum Bunga - Spread Good Words as Fragrant as Flowers · Listerine · Johnson & Johnson Sdn Bhd · ensemble worldwide, Universal McCann · Malaysia
#WomenRewriteWomen · El Tiempo · MullenLowe SSP3 · Colombia
Celebrating Subcultures · Burger King · Restaurant Brands International · MullenLowe US · United States
Twitter Bait · Burger King · Restaurant Brands International · MullenLowe US · United States
#NotAJoke · Change the Ref · MullenLowe US · United States
Go Get Gifted · JetBlue · MullenLowe US · United States
Hidden Flag · The Federation (FELGTB) · Lola MullenLowe · Russian Federation
Be a Masshole, Not an Asshole · Yes on 3 Coalition · MullenLowe US · United States
Who said men don't cry? · Burger King · Restaurant Brands International · Wunderman Thompson KSA · Saudi Arabia
Hesitation · Skoda · Re-Mind PHD · France
Great Work - WWF's Black Friday twist · WWF · Facebook Creative Shop · United Kingdom
How KFC's #1 fan charmed millions · KFC· QSR Stores Sdn Bhd · Reprise · Malaysia
The Return of an Icon · Mamee Monster · Mamee Double Decker · Reprise · Malaysia
RDFL - Young Bride · RDFL - The Lebanese Women Democratic Gathering · Wunderman Thompson Beirut · Lebanon
Unilever Makes You The Steadiest Football Zombie · Unilever Malaysia · ensemble worldwide, Mindshare · Malaysia
Repurposed Meals · Puck · Arla Foods · FP7 McCann Dubai · United Arab Emirates, Bahrain, Kuwait, Oman, Qatar, Saudi Arabia
The Gift of Social Commerce · Lady's Choice · Unilever · Ogilvy Philippines Inc. · Philippines
Everyone is an Amazing Book · Amazon Prime Reading · Amazon China · McCann Worldgroup China · China
The shortlisted papers in the Effective Social Strategy category can be viewed here alongside the shortlists for the Effective Use of Brand Purpose, Effective Innovation and Effective Social Strategy categories.
The Warc Awards are currently being judged by international senior figures from both brands and agencies. The winning papers will be announced throughout May and June 2020.
More information on the Warc Awards is available here.
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