Havas Worldwide India has won a silver in the Effective Social Strategy category of the WARC Awards 2018. The agency won the metal for the work on Durex Jeans titled ‘Condom or denim?’
In March 2017, Durex came out with a teaser starring Ranveer Singh about launching jeans. The campaign took everybody by surprise and sparked a lot of discussions and debates. Finally, the brand unveiled Durex Jeans – the ‘new age’ condom from the brand. Targeted for youngsters and first-timers in the age group of 18-25 years, the product came in a pack of two and was apparently packed in ‘world’s slimmest pocket pack’, making it easier for people to carry them in their jeans or pant pockets and hence the name ‘Durex Jeans’.
A campaign by BBDO China for McDonald's won the Grand Prix at the awards.
Apart from Havas Worldwide India, four other campaigns also bagged silver. Four gold, four bronze and two more special awards were also awarded in the Effective Social Strategy category, a search for marketing initiatives that link social strategy to business success. Campaigns for brands including Addict'Aide, Gas-X, OMO, Pampers, PlayStation and Snickers are among the winners from around the world.
Commenting on the awards and the winning campaigns, Elizabeth Windram, VP, Marketing, JetBlue, Chair of the Effective Social Strategy jury, said, "The winners demonstrated the best of what marketing can do with a strong insight and an ownable way in to solving business problems. The cases were inspiring to read."
The winners are:
The annual WARC Awards are free to enter with the Grand Prix and Special Award winners across all four categories – Effective Social Strategy, Effective Content Strategy, Effective Innovation, Effective Use of Brand Purpose – sharing a $40,000 prize fund.