Eleven Grands Prix, two Grands Prix for Good, and eight Golds were awarded for the year 2023.
Eleven Grand Prix, two Grand Prix for Good, and eight Gold awards have been given. Campaigns for both global and local brands from around the world covering a range of product categories, are represented showcasing how marketers are driving growth across different sectors and audiences.
The US has picked up the highest number of awards (four Grands Prix). There are three multi-market campaigns for Germany/Hungary, India/Singapore and Lebanon/UAE. India and the UAE have also picked up a further two top accolades each. Both the UK and Canada have won two. Argentina, Australia, France, first-time winner Kenya, New Zealand, and Thailand, have all picked up one top award.
The seven international jury panels, made up of 80 illustrious industry experts, followed a rigorous judging process using the Creative Effectiveness and the B2B Effectiveness Ladders, unique tools providing a consistent approach and global language to benchmark effectiveness.
John Bizzell, Awards Lead, WARC, says, “This outstanding collection of work from around the world sets a new benchmark for effective marketing and will inspire our industry for future success. We thank our dedicated juries and congratulate all the winners.”
The Grands Prix and Gold accolades are awarded to:
The Grand Prix was awarded to Edelman New York for Vaseline. The skincare brand created the world's first and most diverse medical image library, ‘See My Skin’, to help people of color in the USA find images of people with skin complaints that matched their own.
DDB Mudra has won the Grand Prix for promoting recruitment platform, Indeed, by targeting small- and medium-sized businesses (SMBs) with a humorous campaign about the pitfalls of informal hiring practices.
No golds were awarded in this category.
Online marketplace eBay, partnered with ITV's Love Island in the UK to drive reappraisal of second-hand clothing by getting the nation talking positively about it, leading to an increase in searches for pre-loved items and placing eBay as the destination for pre-loved fashion.
No golds were awarded in this category.
Channel Pioneer category (new)
The Grand Prix, a TV and digital winning campaign by Special Auckland for New Zealand-based insurance company, Partners Life, increased consideration, awareness and customer inquiries by partnering with a popular murder mystery show to demonstrate the risk associated with an unexpected death.
Grand Prix winner Leo Burnett Dubai, launched The Homecoming initiative in the UAE for Home Centre, a furniture and furnishings retail brand, to propagate and support the adoption process, and create a tangible human impact in culture, which resulted in 7,300 children being adopted.
Jennifer Healan, VP, US Marketing, Brand Content & Engagement, McDonald's (jury chair): "What made this campaign so special was that it drove awareness of child adoption in a culture where it was a cultural taboo. This brand action made a cultural impact not only for the parents who so longingly wanted to have children but for the children themselves who needed homes. More than cultural impact, this action demonstrated emotional impact, and you can't put a price on that."
The Grand Prix for Good, awarded to Grey London, saw Brook, a sexual health and wellbeing charity, install OOH with QR codes to call for unsolicited nude pictures to be debated in parliament in the UK and successfully change the Online Safety Bill to include cyber flashing.
The Grand Prix was awarded to Edelman, New York, for the launch of the Wear 'Em Out Store in the US, placing eBay at the center of cultural conversation and standing out from the competition. They tapped influencers to get customers in the store, wear their sneakers and share on social media. This resulted in a 25% increase in sales over the previous year.
To attract younger players, the Grand Prix winning entry saw The Ontario Lottery and Gaming Corporation partnering with designer, Mr. Saturday, to release an exclusive clothing line with a LOTTO MAX ticket attached, increasing positive perception, consideration, online registrations, and ticket sales.
The Grand Prix for Good was won by Seven.One AdFactory, Munich / White Rabbit, Budapest for a crowdfunded campaign, which increased donations and awareness about flooding in the Ahr Valley in Germany by bottling and selling a wine that was made in the region.
Marcel, Paris, won the Grand Prix for tech startup Back Market. The campaign led the company to become the leading online refurbished smartphone seller in France thanks to a three-year TV, OOH, and digital campaign.
The Grand Prix is awarded to Edelman New York for iShares Exchange-Traded-Funds (ETFs). Working with NBA players, they positioned them as the antidote to the cultural problem of dangerous risk-taking among young investors in the USA.
To grow its flower delivery service, DoorDash in the US turned “singleness” on Valentine’s Day into a positive by crafting The Self-Love Bouquet. As well as creating a huge buzz among people and in the press, sales doubled from the year prior.
No Golds were awarded in this category.
GUT Buenos Aires has won the Grand Prix for the Latin American online marketplace Mercado Libre. The data-driven campaign promoted its fashion category Moda Libre to increase view-through rate (VTR), engagement, and clicks and grow its social media following.
The Gold and Grands Prix winners were announced today at the WARC Effectiveness Show part two, broadcast online from Cannes Lions and available to view here. The Silver and Bronze winners were revealed last week during the WARC Effectiveness Show part one, shown here.
A WARC podcast will follow with Wendy Walker, Business-to-Business Chair, and Jennifer Healan, Cultural Impact and Customer Experience Chair, who will share insights into the winners.
More information on the WARC Awards for Effectiveness is available here.