The Gold, Silver and Bronze winners are announced for the WARC Awards 2024 – Asia Pacific. Now in their fourth year, the awards, in association with LIONS, honour marketing and strategic effectiveness.
7 Gold, 11 Silver and 15 Bronze accolades have been awarded for Asia-Pacific. Campaigns for both global and local brands, and for a diverse range of product categories covering CPG, finance and travel are represented showcasing how marketers are driving growth across different sectors.
India has won the most awards (11), followed by Australia (7), New Zealand (4), Singapore (3), Greater China (2), Hong Kong SAR (2), Philippines (1), Taiwan (1), Thailand (1) and Vietnam (1). Out of 11 winning campaigns Leo Burnett, Mumbai has secured four awards that includes a Gold each for Whisper and Lays. McCann Worldgroup – Gurugram has bagged three awards that inludes Gold each for Ujjivan Small Finance Bank and Nescafé and Ogilvy Mumbai bagged three awards.
The three APAC jury panels followed a rigorous judging process using the Creative Effectiveness and the B2B Effectiveness Ladders, unique tools providing a consistent approach and global language to benchmark effectiveness.
The Gold, Silver and Bronze winners are:
Gold
An envelope that sealed the fate of women · Ujjivan Small Finance Bank · McCann Worldgroup, Gurugram · India
Silver
- Brand Purpose · LEAD School · TBWA/India, Mumbai · India
Bronze
- Dove’s journey from good to loved · Dove · Ogilvy, Mumbai · India
Bronze
- Making money talk · Paytm · McCann Worldgroup, Gurugram · India
Bronze
- Saudi tourism invites Chinese travellers to Lai Bai! · Saudi Tourism Authority · PHD Media MENA, Glodow and Nead Communications, San Francisco · Greater China
- Reviving the lost colours of West Bengal · Sunlight · Mindshare, Mumbai · India
Gold
- Samsung iTest – Comparing apples with androids · Samsung Galaxy · DDB Auckland / Tribal Aotearoa, Auckland · New Zealand
Silver
- Doing nothing makes you unmissable · Cadbury 5 Star · Ogilvy, Mumbai · India
Jury chair, Sindhuja Rai, CEO, Wavemaker, APAC, said: “Something which was seen as innovative a few years back is now business as usual, showing a maturity within the market. There were cases that showed really strong, inspiring and clever use of technology, but being anchored and rooted in the heart of the brand and the business, rather than being a novelty.”
Gold
- Changing the education system to keep girls in school · Whisper (feminine hygiene) · Leo Burnett, Mumbai · India
Silver
- #LetHerGrow · Dove · Edelman, Bangkok · Thailand
- Can a cookie help India win the World Cup? · Oreo · Leo Burnett, Mumbai · India
Bronze
- Correct the internet · Team Heroine · DDB, Auckland · New Zealand
Silver
- Re:Store · KFC · Dentsu Creative, Shanghai · Greater China
Bronze
- Rebuilding a more wonderful airline experience · Virgin Australia · Special, Sydney / PHD Sydney · Australia
Commenting on the Bronze winner, jury chair Dean Chadwick, Chief Marketing Officer, MYOB, said:“The Virgin case study was not a one and done campaign. The brand is committed to the middle seat lottery for a number of years. So you can see the net effect of that as a consumer because the brand is there for the long haul.”
Gold
- Trapped · Income Insurance · Bartle Bogle Hegarty, Singapore · Singapore
Silver
- Making the best call in home loans – How ANZ mobilised a thousand staff, redefined value and reversed a year of share decline in one month · ANZ · TBWA/New Zealand, Auckland · New Zealand
Spotify becomes the undisputed leader in IPL · Spotify · Leo Burnett, Mumbai · India
Bronze
- How un-Australia delivered new records for Australian lamb · Australian Lamb · The Monkeys, part of Accenture song, Sydney / One Green Bean, Sydney · Australia
- McDonald’s coffee retirement · McCafé · DDB Group, Hong Kong · Hong Kong (SAR)
Gold
- Brewing coffee culture in tea-drinking India · Nescafé · McCann, Gurugram · India
Silver
- Beertime is playtime · Bar Beer · Ogilvy, Taipei City · Taiwan, China
- Industry SuperFunds · Industry SuperFunds · Shannon Company, Melbourne · Australia
Bronze
- How little moments made big bickies for Arnott’s · Arnott’s Biscuits · Saatchi & Saatchi, Sydney · Australia
Partnerships & Sponsorships category
Bronze
- Domex X Petron partnership · Domex · Mindshare, Taguig · Philippines
Bronze
- Instant shoppable ads – A Moët & Chandon X News Corp Australia commerce partnership powered by Vudoo · Moët & Chandon · Vudoo, Melbourne · Australia
Strategic Thinking category (new)
Gold
- How can a country exist without land? · Government of Tuvalu · The Monkeys, part of Accenture song, Sydney · Australia
Silver
- You’re cooked · Fire and Emergency New Zealand · Motion Sickness, Auckland · New Zealand
- Singapore’s favourite side trip · Gojek · Forsman & Bodenfors, Singapore · Singapore
Bronze
- We see you care · Agency for Integrated Care · The Secret Little Agency, Singapore · Singapore
- McDiploma · McDonald’s · DDB Hong Kong SAR · Hong Kong SAR
- Cadbury 5 star presents – The mush detector · Cadbury 5 Star · Ogilvy Mumbai / Wavemaker Mumbai · India
Commenting on the winning work, jury chair Bhaskar Choudhuri, Chief Marketing Officer, Lenovo, APAC, said: “The overwhelming majority of the issues that the case studies were trying to solve were not marketing or advertising problems, but business problems related to brand growth, market share or category stagnation.”
Gold
- Democratising technology to help farmers fight climate change · Lay’s · Leo Burnett, Mumbai, India
Bronze
- Tết 2022 – The safe ticket home · Lifebuoy · Mindshare, Ho Chi Minh City / Creativehunts, Ho Chi Minh City · Vietnam
The Gold winners will automatically progress to compete at a Global level where a super-jury made up of all the regional jury chairs – Asia-Pacific, Europe, Latin America, Middle East & Africa, North America – will award the coveted WARC Grands Prix, the ultimate recognition for marketing success. The Grands Prix will be revealed on 13 June via the Effectiveness Show part one. The Effectiveness Show part two will include interviews and insights from the Grand Prix winners.
