Water Safety New Zealand, Air Transat, the Lebanese Breast Cancer Foundation, and L’Enfant Bleu win Grands Prix.
Warc has announced the winners for its Awards Media 2021. Among the winners are a total of 56 campaigns across diverse markets and product categories for global brands including adidas, Allianz, Budweiser, Finish, L’Oréal, McDonald’s, Nespresso and TikTok, and local brands such as Canadian Tire, Change The Ref in the US, Claro in Chile, NHS England, Omroep Zwart in the Netherlands and Yili in China.
With many brands adapting their marketing strategies amid the pandemic, the four juries of client- and agency-side industry experts examined the insight, strategy, and analytics behind effective media investment. They awarded four Grands Prix, ten Golds, 17 Silvers, 25 Bronzes and 12 Special Awards honoring specific areas of excellence.
The UK lead with eight wins. China, Germany, the US, and Vietnam follow with four awards each. Canada took home three and India, Malaysia and New Zealand each won two awards. Chile, Egypt, Israel, Lebanon, Netherlands, Philippines, Puerto Rico, Sri Lanka, Turkey and UAE have all won one award. There were four winning global campaigns and ten award-winning regional campaigns for Asia, Europe, Scandinavia, MENA and North America.
Effective Channel Integration
The Grand Prix and Path-to-Purchase Award was awarded to PHD Canada for ‘Vacation Intervention’, which saw Air Transat convince 75,000 workers not to lose their unused vacation days, with nearly 50% of reservations coming from new clients.
“Travel brands tend to be very lower-funnel & promo-led, especially in the lead up to big holiday seasons,” said Ronnie Thomas, Group Director, Global Business Development, Publicis Groupe.
“‘Vacation Intervention’ went the other way – with a strong insight, a very interesting central idea and a multi-channel campaign that was fun, topical and successful.”
The jury led by Ron Amram, Senior Director, Global Media, Mars, awarded a further three Golds, five Silvers, and five Bronzes. The POE Award was won by FP7 McCann Dubai for ‘A Dad’s Job’ for a home furniture retailer, Home Centre. The Effective Cross-Channel Measurement Award went to MediaCom’s global campaign ‘PS5 – 2020’s biggest entertainment launch’ for gaming console Sony PlayStation.
Effective Use of Tech
Havas Sports & Entertainment won the Grand Prix for the French welfare association, L’Enfant Bleu. In ‘Undercover Avatar’ they created an in-game confidante to enable children to speak out about abuse. The activity generated 700m media impressions and the French government is now working on solutions that will turn video games into a new way to identify abused children.
Judge Luca Vergano, Vice President, Strategy, Elephant, said: “Leveraging a native behavior (and interest) in a smart way. A really powerful way to do things purposefully different.”
Impressing the jury led by Rajoielle Register, Head of Global Brand Experiences, Ford Motor Company, the initiative also won two Special Awards: Most Scalable Idea and Platform Pioneer.
A further two Golds, four Silvers and seven Bronzes were awarded. The Early Adopter Award was won by MullenLowe US for ‘Ring King’.
Effective Use of Partnerships and Sponsorships
McCann Paris and FP7 McCann Dubai won the Grand Prix and Effective Native Award for the Lebanese Breast Cancer Foundation (LBCF). For ‘The Bread Exam’ the NGO collaborated with a traditional baker to create a bread-making video to show women how to self-examine. The campaign reached 112 million people and over nine months increased awareness by 83% and screenings by 41%.
Judge Faisal Alani, Head of Partnerships, eBay, said: “They identified breast cancer as something that is difficult to talk about in culture but managed to make it part of the conversation through the topic of bread making, something that is an integral part of the culture. They tackled the problem in an incredibly thoughtful way, it really warmed my heart.”
The jury chaired by Sarita Rao, President, Integrated & Partner Solutions, AT&T Business, awarded a further two Golds, four Silvers, and six Bronzes.
COPA90 won two Special Awards: The Collaboration with an Influencer Award, for Budweiser’s ‘Messi X Budweiser 644’, and the Successful Sponsorship Award for ‘Music Keeps Us Playing’ for Pepsi and Pepsi MAX.
Best Use of Data
The Grand Prix and Personalisation Award are awarded to FCB New Zealand for ‘Personalising Danger’, a campaign for Water Safety New Zealand. By fusing historical, real-time and future data, they built a predictive model to reduce deaths of young men from drowning. The campaign reached 95% of its target group and achieved zero deaths.
Judge Kathrin Jesse, Chief Strategy Officer & Partner, Wirz Group, Switzerland, said: “Other entrants are just gathering data. But to actually save lives? If only one life is saved, it’s already a success. This is data put to good use.”
The jury led by Siew Ting Foo, Chief Marketing Officer, Greater Asia, HP, also awarded three Golds, four Silvers, and seven Bronzes.
The Data-Driven Insight Award was won by MullenLowe US for Burger King’s ‘Delay Your Way’. The Attribution Award was given to Ekimetrics for ‘Using Advanced Analytics to Market Profitability in a Pandemic’ for hospitality brand Accor.
More information on the WARC Awards for Media 2021 is available here.