Ad Council's '7-Second Resumes' for Grads of Life by 22squared USA wins Grand Prix
Campaigns for Ad Council, David Sheldrick Wildlife Trust, IDFC Bank and Pril are the top winners of the Effective Innovation category of the WARC Awards, a global search for next-generation marketing effectiveness.
The Grand Prix has been awarded to agency 22squared for its '7-Seconds Resumes' campaign for Grads of Life, an initiative run by the Ad Council in the US, which worked with unemployed young people to create short videos that showcased their skills, changed perceptions, and helped them into work.
A total of 13 campaigns from around the world - 1 Grand Prix, three Golds, four Silvers and five Bronzes - have been selected as winners in the Effective Innovation category which recognises innovative thinking that has transformed a business or disrupted category conventions to deliver tangible results.
Three special awards have also been given in specific areas of excellence: Channel Innovation Award - for the best example of an innovative use of media; Category Innovation Award - for the best example of a brand defying category norms or creating a new category; and Partnership Award - for the best collaboration that helped a brand rethink a solution to a business challenge.
The esteemed jury of 15 agency and client-side industry professionals chaired by Christopher Yu, Vice President, Integrated Marketing Strategy, Innovation, and Technology, U.S. Bank have selected the following winners:
7-Second Resumes · Grads of Life · Ad Council · 22squared · United States + Partnership Award
Hello in Elephant · David Sheldrick Wildlife Trust · whiteGREY · Australia, Kenya, Tanzania, United Kingdom, United States
Bank in a Box · IDFC Bank · McCann Worldgroup · India
One-Drop Bottle · Pril · TBWA\RAAD · United Arab Emirates
Denmark vs. Trump · Socialistisk Folkeparti (SF) · UncleGrey · Denmark, United Kingdom, Germany, Spain, United States + Channel Innovation Award
The Loneliness Index · Age UK · Manning Gottlieb OMD · United Kingdom
So how about creating viral products instead? · Carvaan · The Womb · India + Category Innovation Award
Lost Frequency · HearLife Clinic · FP7/DXB · United Arab Emirates
100% Asian. 100% British - How a simple insight changed a radio station · BBC Asian Network · MullenLowe London · United Kingdom
Hearing Rescue · Thai Health Promotion Foundation · BBDO Bangkok · Thailand
Odds · adidas · Taproot · India
Camelpower · Nissan · TBWA\RAAD · United Arab Emirates
Seek Deeper · Royal Caribbean International · MullenLowe US · United States
Commenting on the winners, jury chair, Christopher Yu of U.S. Bank says: "From a field crowded with exciting initiatives, the 2018 WARC Innovation Award judges chose the very best and most ground-breaking ideas from the perspective of originality, planning, and execution. Each of this year's winners dispenses with convention and demonstrates the boldness of thinking that leads to sustainable, substantial results."
To see the winning case studies in the Effective Innovation category, please view here.
The winners of the remaining categories - Effective Content Strategy, Effective Social Strategy and Effective Use of Brand Purpose categories - will be announced shortly.