The WARC Awards 2024

Feminine hygiene brand Whisper helped girls remain in school in India with an educational lobbying campaign that broke the taboos around menstruation.

Society's silence surrounding periods had resulted in their omission from school science books – a chapter that Whisper demanded be included by launching a campaign featuring its own chapter about periods.

The Indian government committed to changing a century-old education system by adding in the missing chapter.

Mercado Libre, an electronic commerce platform in Latin America, partnered with the TV channel Globo during Black Friday, displaying QR codes for discounts whenever a handshake appeared on-screen to increase transactions in Brazil.

During prime-time TV on Globo, Brazil's largest channel, Mercado Libre offered QR codes leading to discounts on its platform for 45 days around Black Friday when handshakes appeared on-screen, in line with its logo.

The campaign reached 80 million people, with 925k coupons being used, and both website traffic and sales increased.

Condiment brand Heinz partnered with vodka brand Absolut to create a limited-edition vodka pasta sauce released in the UK, aiming to increase product awareness for Heinz and new occasions consumption for Absolut.

The product incorporated elements from both brands, and the 'Absolutely Heinz, Ridiculously Good' campaign utilised influencers and selected fashion magazines, billboards, and social media to advertise the sauce, integrating the iconic Absolut 80s print campaign.

The collaboration campaign reached over 0.5bn earned media impressions, the hashtag #AbsolutelyHeinz went viral, and the product sold out instantly and topped the category.

Fast-food giant McDonald’s Big Enough to Make a Difference campaign in Sweden, introduced initiatives focused on sustainability, the environment, and social responsibility, to increase brand trust, visit intent, and sales.

McDonald’s launched over 20 initiatives, expanding its electric car charging network, creating biodiversity initiatives, publishing children’s books, contributing to its charities, reducing its litter and more.

During and beyond the campaign, visits and sales consistently increased.

Potato chip manufacturer Lay's created a data-driven initiative to protect its supply chain by helping farmers prevent crop loss, and grow preference and penetration in India.

Agricultural data and artificial intelligence were used to identify patterns and predict potential weather hazards, and a smartphone application was created to alert farmers and allow them to respond to real-time issues.

As a result, potato yields increased by 25%, boosting farmers' income by $55/acre; preference grew 10bps and penetration grew by 8bps.

The small island nation of Tuvalu employed a global campaign to help elevate it from being a helpless victim of global warming to becoming a global leader driving meaningful change.

Severely threatened by rising sea levels, Tuvalu presented the world with a heartbreakingly tangible view of the future: Tuvalu would become the world's First Digital Nation.

The campaign reached more than 2bn people across 358 global news outlets, and 10 nations have since broken ranks with international law to recognise Tuvalu’s sovereignty should it lose all physical territory.