Leo Burnett Melbourne has scored one of five
Gold Awards for Headspace Youth Mental Health Foundation's 'Reword'
campaign in the Social Strategy category of the inaugural WARC awards
2017, a new global competition honouring the effective use of emerging
marketing disciplines.
The Social Strategy category, which
rewards the best case studies linking social strategy to business
success, currently one of the most important issues in marketing and
communications, was judged by a 17-stong panel of senior industry
experts chaired by Quinn Kilbury, senior brand director, Heineken US.
Five Golds, four Silvers and four Bronzes have been awarded.
Of the 13 winning campaigns, three are from Australia, two are global
campaigns, two UK and two US, alongside one each from Germany, North
America, Singapore and UAE.
Gold winner 'Reword' by Leo Burnett Melbourne and Studio Pancho in
Australia, shows how Headspace, an Australian youth mental health
foundation, successfully tackled cyber bullying by putting in place a
social media rewording tool.
McCann Melbourne has scored a Silver
for Bic 'The Bic 4 Colour World Champenships' and a Bronze for Seeing
Eye Dogs Australia 'Free Puppies Forever'.
Broadcaster BT Sport's
Gold winning entry created BT in house shows how it successfully kicked
off its summer programming in the UK with a campaign that recreated
famous football moments and asked fans to submit their own.
Commenting
on the #GoalsRecreated campaign, jury member Lex Bradshaw-Zinger,
regional digital director, MEA, L'Oreal says: "It was well done with
different layers and talked around the content. It was very interesting
and really social."
Reese's 'Creating Confusion' Gold winning
campaign by Ketchum shows how the chocolate brand was able to
successfully launch its newest product in North America despite a major
information leak.
Says WARC judge Glen Kushner, senior
strategist,aAdvanced analytics, Converseon: "This brand had the courage
to see where the conversation took them and a lot of brands have a tough
time giving up that control."
Says David Wilding, director of
planning, Twitter UK: "It was a simple solution to a real, difficult and
complex problem. They've done something that makes a tangible
difference to the way people behave."
MullenLowe Boston's
campaign 'FlyBabies' for airline brand JetBlue, won a Gold for
increasing brand awareness and sales in the US by showing flyers and
mothers alike that they understand the hardships of a crying baby on a
flight.
Says judge Mobbie Nazir, chief strategy officer, We Are
Social: "They turned a negative into a positive and the topicality of it
was great."
Bartle Bogle Hegarty (UK) Gold winning entry 'Dirty
Louisiana - don't make dirty good, make clean bad' for the fast food
brand, KFC, created a humorous fake 'clean eating' campaign to
successfully launch its newest product in the UK.
Rachel Mercer,
vice-president, head of digital strategy, Deutsch NY: "Their insight,
story- telling and results were impressive. They really nailed the
irreverent nature of the brand and I liked how data-driven it was, using
the sentiment analysis around clean eating."
The list of Gold, Silver and Bronze winners are:
Gold
BT Sport · #GoalsRecreated · BT (in house) · United Kingdom
Reese's · Creating Cupfusion · Ketchum · United States
Headspace
National Youth Mental Health Foundation · Reword - Changing Online
Bullying Behaviour · Leo Burnett Melbourne, Studio Pancho · Australia
JetBlue · FlyBabies · MullenLowe Boston · United States
KFC · Dirty Louisiana: Don't Make Dirty Good, Make Clean Bad · BBH · United Kingdom
Silver
Always · Girl Emojis #LikeAGirl · Starcom UK, Leo Burnett Chicago · Global
Bic · The Bic 4 Colour World Champenships · McCann Melbourne · Australia
Dubai Foundation for Women & Children · Stop Tapping · FP7 Dubai · United Arab Emirates
Gucci Guilty · Dark to Light · MediaCom · Global
Bronze
Maybelline · #BeYourOwnFilter · TBWA\ Group Singapore · Singapore
JetBlue · Reach Across the Aisle · MullenLowe Boston · United States
Seeing Eye Dogs Australia · Free Puppies Forever · McCann Melbourne · Australia
Unknown User · Unknown Potential · PHD Germany · Germany
View
here the Social Strategy Gold, Silver and Bronze winners as well as the winners of the Effective Content Strategy category.
The
winners of Best Use of Brand Purpose will be announced on 18
September. The winners of all the Grands Prix and Special awards will
be revealed at a free-to-attend 'Learnings of the WARC Awards' event in
London on 20 September. Register
here to attend.