Warc has announced the winners in the last of its WARC Awards 2019 sections, the Effective Content Strategy awards.
Work from APAC won two of the 14 overall awards: one for I&SBBDO Group and KOO-KI for work on behalf of Hiroshma Tourism and one for MullenLowe Indonesia for work on behalf of Google.
These results join the earlier announcements of the winners for Effective Innovation, Effective Social Strategy and Effective Use of Brand Purpose. The Grand Prix and Special Awards winners across the four categories share a $40,000 prize fund.
The campaign for Hiroshima Tourism, which set out to raise awareness and increase consumption of local oysters, hinged on a widespread inability to write the word oyster in kanji. A school workbook was dedicated to oysters, branded content that not only aided children in writing the word in kanji but also in learning about the food and influencing parents. The work was picked up by hundreds of media outlets.
- The Trash Isles · Plastic Oceans International · AMV BBDO · United Kingdom + Best Multiplatform Award
- University Pride · Nescafé · Nestlé · FP7/CAI, Part of McCann Worldgroup · Egypt
- Oyster Kanji Dictation Workbook · Hiroshima Tourism · Hiroshima Prefecture · I&SBBDO Group, KOO-KI · Japan + Smart Spender Award
- The Hashtagging Grandpa · Orange Tunisia · FP7 McCann Tunis · Tunisia
- K.I.T. · Whiskas · Mars Inc · AMV BBDO · Germany, Russian Federation, United Kingdom, Canada + Long-Term Idea Award
- Millions of Followers · The Terry Fox Run · The Terry Fox Foundation · Grip Limited · Canada
- Uniquely Phenomenal · Belgium · SPF Chancellery of the Prime Minister · Ogilvy SocialLab · Europe
- Slow Face · Connect · TBWA\RAAD · Lebanon
- Make Small Victories · Byblos Bank · FP7 McCann Beirut · Lebanon
- The Data Shaman · YouTube Go · Google · MullenLowe Indonesia · Indonesia
- Pay for what you use · Jawwy · FP7 McCann Dubai, FP7 McCann Riyadh · Saudi Arabia
- How real people furnish their own real homes · Dunelm · Dunelm Group PLC · MullenLowe London, Goodstuff · United Kingdom
- Coffee Corners · Nescafé Dolce Gusto · Nestlé · Wunderman Dubai · Middle East & North Africa
- Never Take the Jersey Off · Coca-Cola · The Coca-Cola Company · FP7/CAI, Part of McCann Worldgroup, Good People · Egypt