Australia has won two of the four special awards in the WARC Innovation Awards 2020.
whiteGREY and Mindshare’s Omtanke – Rethinking Volvo initiative, has won the Effective Innovation Grand Prix. The campaign highlighted the car manufacturer’s sustainability credentials which led to the creation of the Volvo Living Seawall, an ocean conservation project in Sydney Harbour. Volvo experienced a 113% average uplift in brand attributes across its key target audiences and record sales following the campaign.
The Brand Agency in Perth won the Category Innovation Award, for the best example of a brand defying category norms or creating a new category for Hungry Puffs, the initiative for hunger charity, Foodbank Western Australia, which created a new cereal brand, consisting of an empty box, to raise awareness and funds in Western Australia.
The other two special awards were won by:
Partnership Award, for the best collaboration that helped a brand rethink a solution to a business challenge: PS21 Madrid’s #FFAB60 – Searching for the special colour of Seville, for gin brand, Tanqueray. The colourful multi-channel campaign was launched to drive growth of its new product and stand out from the crowd.
Channel Innovation Award, for the best example of an innovative use of media: has McCann London’s Visit Xbox – the Birth of Gaming Tourism. The travel-themed aimed to engage a new audience of non-gamers worldwide.
Medal winners are:
PS21 Madrid: #FFAB60 – Searching for the special colour of Seville for Tanqueray (Diageo) + Partnership Award
McCann London: Visit Xbox – the Birth of Gaming Tourism for Xbox (Microsoft) McCann London + Channel Innovation Award
The Brand Agency: Hungry Puffs for Foodbank WA (Foodbank Australia) Australia + Category Innovation Award
Colenso BBDO New Zealand, SelfieSTIX for Pedigree (Mars)
FP7 McCann Dubai, Blood Unity for Donner Sang Compter (DSC)
Mindshare China, Colonel KI for KFC (Yum! China)
TBWA\RAAD Lebanon OMO Tag for OMO (Unilever)
- McCann Worldgroup India, Ok Nestlé! Tell me more about food for Nestlé
- BBDO China, The Makeover of the Four Immortals for Master Kong Express Noodle (Ting Hsin International Group)
View the winning case studies in the Effective Innovation category.
The winners of Effective Content Strategy, Effective Social Strategy and Effective Use of Brand Purpose – will be announced shortly. The Grands Prix and Special Awards winners across the four categories of the WARC Awards share a $40,000 prize fund.