warc has announced the winners of its Awards for Effectiveness 2024, recognitions granted to marketing campaigns that reflect strategic brilliance and effective impact to drive commercial success. Among others, he has awarded 22 gold awards and 6 Grand Prix, among which it is worth highlighting “Absolutely Heinz”, of VML Spain for Heinz.
Heinz has received the Global Grand Prix in the Partnerships and Sponsorships category
The campaign has received the Global Grand Prix in the Partnerships and Sponsorships section in recognition of the partnership established between the Absolut vodka brand and the Heinz sauces and condiments brand. They came together to create a limited edition vodka pasta sauce that was launched in the United Kingdom, seeking, on the one hand, to increase awareness of the Heinz product and, on the other, the consumption of Absolut on new occasions.
As Warc points out, the campaign registered more than 500 million impressions obtained in the media; the hashtag #AbsolutelyHeinz reached 6.6 million views on TikTok and The product sold out instantly and led the sales of the category during the campaign..
The jury has positively valued the execution and measurement and considers the campaign “a rare and beautiful example of collaboration at its finest“.”It is difficult to establish a partnership as challenging as this: merging two brands as iconic as Absolut with Heinz, doing it skillfully and delivering it at scale”said Yusuf Chuku, Executive Vice President of Client Consulting at NBCUniversal, a member of the jury.
“The most beautiful thing about this award is that it is a recognition of the effectiveness of a risky idea, difficult to make a reality, and a very careful execution that respects the language of two iconic brands. There are many ways to be effective, but this way tastes better”, noted Pipo Virgós and Paco Badia, Executive Creative Directors of VML, in a statement.
In addition, the campaign won gold with this campaign in this same category in the regional awards (Europe).
Other winners of Warc’s Awards for Effectiveness 2024
In addition to the prize achieved by Spain, Australia, Brazil, and Sweden have also been Grand Prix winners. The list, however, is headed by India, which has received two major awards, both for work created by the Leo Burnett Mumbai agency.
“The Missing Chapter”, by Leo Burnett Mumbai for Whisper
Has received the Grand Prix in Cultural Impact. The feminine hygiene brand Whisper addressed the lack of education around menstruation in India, where periods are sometimes not part of the school curriculum or listed in books. The brand created the chapter that reports on this process to break social taboos and contribute to the training of women.
“This campaign demonstrated simplicity in its strategic thinking. Instead of directly advertising feminine hygiene products, it filled a gap in menstruation education for young women.”; commented Kevin Mercer, Director of Brand Strategy at Expedia Group (UK). “There was a lot of care and skill in how Whisper and Leo Burnett brought it to market, making it a clear Grand Prix winner”.
“Handshake Hunt”, by Gut for Mercado Libre
Has received the Grand Prix in Instant Impact. The e-commerce platform Free market prompted a search for its logo, a handshake, on television. In partnership with the television channel Globo during the Black Friday celebration, it showed QR codes for discounts every time a handshake appeared on the screen. Their goal was to increase traffic and transactions on their website in Brazil and managed to get 925,000 coupons used.
“In addition to the instant impact it generated, those who interacted with the campaign will never forget the way Mercado Libre and Gut took advantage of the brand’s distinctive asset of the handshake”; commented Gugu Mthembu, Marketing Director at Telkom (South Africa). “The creative idea traveled seamlessly from traditional to digital media, giving it a brilliant boost and bringing it to life in a way that stood out from all the other cases where similar tactics have been used.”.
“Big enough to make a difference”, by Nord DDB for McDonald’s
Has received the Long-term Growth Grand Prix. The “Big enough to make a difference” case includes the more than twenty positive impact and sustainability initiatives that it has promoted McDonald’s in Sweden. Among other things, he has published books to promote reading, promoted charging points for electric cars or contributed to waste reduction.
“The platform managed to not only increase brand relevance, but also increase brand trust and success, resulting in faster sales”explained Tanja Grubner, Global Marketing Director of Essity (Germany). “The campaign has a brilliantly simple strategic soul: turn it around big and make it a virtue“.
“The first digital nation”, by The Monkeys (Accenture Song) for the Government of Tuvalu
Has received andl Grand Prix in Strategic Thinking. Tuvalu became the world’s first digital nation by creating a virtual replica of the island. The objective was to reflect how the territory is a victim of global warming, betting on trending technologies. The campaign, which reached more than 2 billion people in 358 global media outlets, has seen ten nations commit to recognizing Tuvalu’s sovereignty should it lose all physical territory.
“This campaign is about fighting for an existential cause, keeping a nation and its memory alive (even when it physically ceases to exist)”said Bhaskar Choudhuri, Marketing Director, Lenovo (India). “The courageous and unapologetic approach to this campaign is something that puts it far above anything I have experienced in the last year“.
“Lay’s Smart Farm”, by Leo Burnett Mumbai for Lay’s
Has obtained the Grand Prix in Data Usage. The brand of potato chips Lay’s sought to increase its preference and penetration in the Indian market, for which it focused on its relationship with farmers. Promoted a tool to help identify climate risks and respond appropriately to avoid crop loss. According to Warc, as a result, crop yields increased by 25%, and farmers’ income increased by $55 per acre.
“Lay’s campaign is a powerful concept: leveraging its data has generated immediate value for farmers in its supply chain“explained Sindhuja Rai, CEO of Wavemaker (Singapore).”They defined the objectives and they were clearly met on almost all KPIs. That, and the greater good the solution could do for humanity, made it a clear Grand Prize winner.“.
