FP7/Cairo, part of McCann Worldgroup, has won the WARC Awards’ Grand Prix in the Effective Content Strategy category, rewarding branded content strategies that can demonstrate a business outcome, for its Coca-Cola campaign ‘Hijacking the African Cup’.
The Grand Prix-winning campaign also won the Best Multiplatform special award for a content strategy that has successfully used a range of different communication channels.
McCann Worldgroup India has won Silver for “Ask Again” for The Live Love Laugh Foundation and Ensemble Worldwide, Initiative Malaysia also wins Silver for 4G Films, Maxis, Maxis Berhad. Bronze awards also go to McCann Worldgroup India for “Fair Sex Fair Say” for i-can for Piramal Healthcare and Ensemble Worldwide Malaysia for “If you can dream it, you can Pylox it” for Nippon Pylox Nippon Paint.
“Saliency is so important to Coke and that’s what they achieved – mental presence. They placed themselves on the fans’ side and, most importantly, in their songs and therefore in their hearts,” said jury member Nick Kendall, Founding Partner of media broker Electric Glue, commenting on the Grand Prix winner.
The judging panel of 16 chaired by John Dokes, Global Chief Marketing Officer and General Manager of AccuWeather Network, awarded a further four Golds, four Silvers and four Bronzes and two more special awards to campaigns that ran in Brazil, Egypt, India, Lebanon, Malaysia, Tunisia, Saudi Arabia, United Kingdom and United States, for brands including Antarctica, EGBank, Orange and Whiskas.
The WARC Awards’ Content Strategy winners are:
Grand Prix
Hijacking the African Cup · Coca-Cola · The Coca-Cola Company · FP7/CAIRO, Part of McCann Worldgroup · Egypt + Best Multiplatform Award
Gold
Slow Trends · Connect · TBWA\RAAD · Lebanon + Smart Spender Award
Unveil Saudi · Saudi Telecom Company · J. Walter Thompson · Saudi Arabia + The Long-Term Idea Award
The Hammam Fighter · Orange · FP7/TUN · Tunisia
The Chronicles of Oufa · EGBank · FP7/CAIRO, Part of McCann Worldgroup · Egypt
Silver
Escape the Dating Apocalypse · Hinge · Justin McLeod and various individual investors · the STUDIO · United States
Ask Again · The Live Love Laugh Foundation · McCann Worldgroup · India
4G Films · Maxis · Maxis Berhad · Ensemble Worldwide, Initiative Malaysia · Malaysia
Web Series · Antarctica · AB InBev · AlmapBBDO · Brazil
Bronze
Fair Sex Fair Say · i-can · Piramal Healthcare · McCann Worldgroup · India
Dear Younger Me… · Emirates NBD · Momentum Egypt · Egypt
Kitten Kollege · Whiskas · Mars Petcare · AMVBBDO · United Kingdom
If you can dream it, you can Pylox it · Nippon Pylox · Nippon Paint · Ensemble Worldwide · Malaysia
All winners for the annual WARC Awards, a global case study competition in search for next-generation marketing effectiveness that focuses on the effective use of emerging marketing disciplines, have now been announced and can be viewed here.
The WARC Awards 2018 Report, providing an in-depth analysis, learnings, and trends from the winners will be published in September 2018.
