Leo Burnett Melbourne’s #MyFamilyCan scores Gold Award at WARC Awards for Brand Purpose
Leo Burnett Melbourne has scored one of four Gold Awards for SPC Ardmona ‘#MyFamilyCan’ campaign in the Brand Purpose category of the inaugural global WARC Awards 2017, which recognise next-generation marketing effectiveness.
The Brand Purpose category rewards the best marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.
The jury, a panel of 13 senior industry professionals chaired by Jim Stengel, President/CEO, The Jim Stengel Company, awarded four Golds, three Silvers and three Bronzes. Three of winning campaigns came from India (one of which also ran in Pakistan), two from the UK, two from Canada, and Australia, UAE and the US saw one winner each.
The Grand Prix and winners of the three Special Awards in particular areas of excellence – Longevity Award, Analytics Award and Partnership Award, will be announced at an event in London on 20 September.
#MyFamilyCan’ by Leo Burnett Melbourne for food brand SPC Ardmona increased sales by quickly reacting to a food scandal hitting Australia by putting local farming families at the front of their campaign.
Says jury member Freya Williams, CEO, Futerra, North America: “We have a lot of clients trying to figure out supply chains and this is a nice human way of doing it.”
Soap brand Lifebuoy’s ‘Future Child’ campaign by MullenLowe Singapore and MullenLowe Lintas Group India won gold for successfully changing mothers’ hand-washing habits in India with an emotional campaign about child mortality.
Says Jonathan Wise, co-founder, The Comms Lab: “This is a campaign that’s in it for the long term. To get handwashing into the Sustainable Development Goals creates a change for good.”
BBDO India won Gold for ‘Dads Share the Load’ campaign, for its continuation of the hugely effective original campaign of detergent brand Ariel engagement with its Indian audience about gender inequality in housework.
Tom Knox, chairman, MullenLowe London, described it as: “A very mainstream brand doing something quite radical.”
Finally DigitasLBi (USA) won Gold for Whirlpool’s ‘Care Counts: brand purpose can make a difference’, which saw the US appliances manufacturer installing washers and dryers in schools to give disadvantaged students access to laundry facilities to boost attendance rates.
Says Jim Stengel, president and CEO, The Jim Stengel Company and former global marketing officer at Procter & Gamble: “It is a brand that’s trying to be in a different place, behind purpose, and I applaud them for that.”
The list of Gold, Silver and Bronze winners are:
Gold
Ariel Matic · Dads Share The Load · BBDO India · India
Lifebuoy · Future Child · MullenLowe Singapore, MullenLowe Lintas Group India · India
SPC / Goulburn Valley / Ardmona · #MyFamilyCan · Leo Burnett Melbourne · Australia
Whirlpool · Care Counts: Brand purpose can make a difference · DigitasLBi · North America
Silver
Huggies · No Baby Unhugged · Ogilvy, Mindshare · Canada
Persil · The radicalisation of Persil · MullenLowe London · United Kingdom
Bronze
Art Fund · From purpose to profit · 101 · United Kingdom
Emirates NBD · The AC Vests · FP7/Dubai, MediaVest Spark · United Arab Emirates
Surf Excel · When embracing dirt became an act of faith · MullenLowe Lintas Group · India, Pakistan, United Arab Emirates
View here the Brand Purpose Gold, Silver and Bronze winners as well as the winners of the Effective Content Strategy and Social Strategy categories.
The winners of all the Grands Prix and Special awards across all three categories will be revealed at a free-to-attend ‘Learnings from the WARC Awards’ event in London on 20 September. Register here to attend.