The Warc Awards released a shortlist for the Effective Content Strategy category - a search for branded content strategies that can demonstrate a business outcome.
Jury chair John Dokes, AccuWeather Network.
Chaired by John Dokes, global chief marketing officer and general manager of AccuWeather Network, a judging panel of 16 top industry professionals from agencies and clients alike, looked for evidence of how a content strategy – as opposed to a traditional advertising strategy – has helped a brand achieve business goals.
Campaigns from a diverse range of brands and for a wide variety of different markets have been shortlisted. As well as a global campaign for Ikea, campaigns ran in Brazil, Canada, Egypt, India, Lebanon, Malaysia, Saudi Arabia, Singapore, Thailand, Tunisia, United Arab Emirates, United Kingdom and United States.
The shortlisted entries are:
- #TokyoUnexpected · Visa · Visa International · BBDO Bangkok · Thailand
- Escape the Dating Apocalypse · Hinge · Justin McLeod and various individual investors · the Studio · United States
- Fair Sex Fair Say · i-can · Piramal Healthcare · McCann Worldgroup · India
- Ask Again · The Live Love Laugh Foundation · McCann Worldgroup · India
- If you can dream it, you can Pylox it · Nippon Pylox · Nippon Paint · Ensemble Worldwide · Malaysia
- 4G Films · Maxis · Maxis Berhad · Ensemble Worldwide, Initiative Malaysia · Malaysia
- Da Vinci · Ikea · Acne, Ikea Creative Hub · Global
- Choose What You Love · HSBC · HSBC Bank Singapore · J. Walter Thompson · Singapore
- Unveil Saudi · Saudi Telecom Company · J. Walter Thompson · Saudi Arabia
- Kitten Kollege · Whiskas · Mars Petcare · AMVBBDO · United Kingdom
- The Chronicles of Oufa · EGBank · FP7/Cairo, Part of McCann Worldgroup · Egypt
- Confidence Academy · Rexona · Unilever · FP7/Cairo, Part of McCann Worldgroup · Egypt
- Hijacking the African Cup · Coca-Cola · The Coca-Cola Company · FP7/Cairo, Part of McCann Worldgroup · Egypt
- Web Series · Antarctica · AB InBev · AlmapBBDO · Brazil
- Dear Younger Me... · Emirates NBD · Momentum Egypt · Egypt
- A Taxi to Dubai · Atlantis - The Palm, Dubai · Atlantis Hotels & Resorts · FP7/DXB · United Kingdom, United Arab Emirates
- The Hammam Fighter · Orange · FP7/TUN · Tunisia
- The Power of 10p · Smart Energy GB · AMVBBDO · United Kingdom
- Slow Trends · Connect · TBWA\RAAD · Lebanon
- When You Grow Up · Emirates NBD · FP7/DXB · United Arab Emirates
- A Balloon for Ben · Cineplex Entertainment · Zulu Alpha Kilo · Canada
All shortlists for the annual Warc Awards, a global case study competition in search for next-generation marketing effectiveness that focuses on the effective use of emerging marketing disciplines, have now been announced and can be viewed here.
The winners of each of the four categories – Effective Content Strategy, Effective Innovation, Effective Use of Brand Purpose and Effective Social Strategy – will be revealed from mid-May.
