The Warc Awards first ever Brand Purpose competition applauds purpose-led approaches to marketing that achieved commercial success as well as a benefit for a wider community.

Its jury of 13 was chaired by Jim Stengel, president and chief executive officer of The Jim Stengel Company, looked for for evidence of brands integrating purpose into their marketing and their wider enterprise as opposed to investing in bolt-on CSR programmes.

Leo Burnett Melbourne’s #My FamilyCan for SPC Ardmona and Barnes, Carmur & Friends Dentsu’s The Heart Attack Act for The New Zealand Heart were among the twenty initiatives shortlisted.

FP7/Dubai has five shortlisted entries.

The shortlisted entries are:

• • BBDO India, Dads Share The Load for Ariel Matic

• • 101 United Kingdom, From purpose to profit for Art Fund
  • space150 United States, Be The Guy for Be The Match
  • PHD China, The First Hello for Elevit
  • FP7/Dubai & MediaVest Spark United Arab Emirates, The AC Vests for Emirates NBD

• • J. Walter Thompson India, Getting India to say Good K’night even in the Mornings for Good Knight
  • Ogilvy Canada, No Baby Unhugged for Huggies
  • MullenLowe Singapore  & MullenLowe Lintas Group India, Future Child for Lifebuoy

• • FP7/Dubai United Arab Emirates, A Priceless Delivery for MasterCard Priceless Causes
  • FP7/Dubai United Arab Emirates, Daman for National Health Insurance Company
  • FP7/Dubai United Arab Emirates, Daman · Don’t ‘treat’ yourself to antibiotics for National Health Insurance Company
  • UM · Romania, Pay With Blood for National Institute for Blood Transfusion & Untold Festival
  • Energy BBDO United States, Hope is Tougher for Off the Street

• • MullenLowe United Kingdom, The Radicalisation of Persil: How prisoners helped us restore conviction in the brand for Persil
  • Leo Burnett Melbourne Australia, #MyFamilyCan for SPC/Goulburn Valley/Ardmona
  • MullenLowe Lintas Group India, When Embracing Dirt Became An Act Of Faith for Surf Excel
  • FP7/Dubai United Arab Emirates, A World of We for Coca-Cola

A World of We

• Barnes, Carmur & Friends Dentsu New Zealand, The Heart Attack Act for The New Zealand Heart Foundation
• Ogilvy & Mindshare Canada, It’s Not My Period for U by Kotex
• DigitasLBi · United States, Care Counts: Brand Purpose Can Make a Difference for Whirlpool

The winners of the inaugural WARC Awards will be announced shortly.