Three Indian campaigns were among the total 19 shortlisted for the WARC Awards' Effective Use of Brand Purpose category.
McCann Worldgroup India bagged two shortlists– one for Girls Do(n't) Fight campaign for Reebok and the other one for Helping India cope with the death of cash campaign for the client Paytm. Triton Communications got one shortlist for An ocean of good campaign for Aquaguard.
Among the total 19 shortlists, there were three global, three US and three Indian campaigns. There were campaigns from Australia, Brazil, Indonesia, Israel, Mexico, Peru, Saudi Arabia, Spain, United Arab Emirates, Irish Republic and United Kingdom.
Campaigns for Audi, Deutsche Telekom, eBay, Guinness, Microsoft, Pantene and Reebok are among those shortlisted from around the world. The Effective Use of Brand Purpose category is a search for marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.
The panel of 17 brand purpose judges chaired by Claudia Willvonseder, Chief Marketing Officer, IKEA, worked towards the shortlists.
Other than the three Indian shortlists, the others are:
*Rescue Rashie · Westpac · Westpac Banking Corporation Australia · Saatchi & Saatchi · Australia
*The Vaseline Healing Project · Vaseline · Unilever · BBH New York · United States
*Sea Hero Quest · Deutsche Telekom · Saatchi & Saatchi London · Global
*Beautiful Lengths · Pantene · Procter & Gamble · MediaCom Connections Israel · Israel
*#MakeWhatsNext in STEM · Microsoft · m:united//McCann · Global
*The doll that chose to drive · Audi Spain · Volkswagen Group España Distribución · Proximity Barcelona · Spain
*Lifehackers · Universidad de Ingeniería y Tecnología (UTEC) · Copiloto · Peru
*A beacon of light in the dark · Guinness · Diageo · AMVBBDO · Irish Republic, United Kingdom
*This is what happens when pimps and whores become marketers · Libresse/Bodyform · Essity · AMVBBDO · Global
*Doritos Mystery: Challenging a generation · Doritos · PepsiCo · AlmapBBDO · Brazil
*Real People Make a Real Difference · eBay · Interfuse Communications · United Kingdom, United States
*Cook with Her · Puck · Arla Foods · FP7/DXB · Saudi Arabia
*People with Determination · Emirates NBD · FP7/DXB · United Arab Emirates
*Touch · Johnson's Baby · Johnson & Johnson Indonesia · BBDO Indonesia · Indonesia
*The El Paso Story · Prudential Financial · United States
*Gender Violence · Tecate · Heineken · Nómades · Mexico
With judging on, the shortlisted papers in the Effective Innovation category have been already released. The Effective Content Strategy and Effective Social Strategy shortlists will be announced shortly.
The annual WARC Awards scheme is a global search for next-generation marketing effectiveness. Entry is free and there is a $40,000 prize fund for the winning papers spread across the four categories, each one with its own high-calibre judging panel and set of special awards.