LONDON - The second of three shortlists of The WARC Awards, a new global competition honouring the effective use of emerging marketing disciplines, is now released.
20 entries from around the world have made the shortlist for the Effective Content Strategy category, which rewards branded content strategies that can demonstrate a business outcome.
Chaired by Alison Keith, Vice President - Global Media of Coty, the 16-strong international jury panel of senior industry professionals looked for evidence of how a content strategy - as opposed to a traditional advertising strategy - has helped a brand achieve business goals.
While 'content' can be defined in many different ways, for these Awards, WARC seeked editorial-style content (including audio, video, text and imagery), commissioned by a brand and designed to win attention.
The shortlisted entries are:
- adidas Football · Gamedayplus: the benefits of building an audience · We Are Social · United Kingdom
- Bukalapak · Creative Economy Heroes · Ogilvy Public Relations, J. Walter Thompson · Indonesia
- Cathay Pacific & Cathay Dragon · Marriage in the Air · McCann Worldgroup, MRM // McCann Shanghai · China
- Chambord · This French Life · Mediavest · United Kingdom
- Charles Schwab Financial Services · The Person Who Changed My Life · UM · United States
- Du · #PostWisely · Starcom · United Arab Emirates
- Ford Edge · Le Fantôme · GTB · United Kingdom
- KFC Malaysia · Stealing a burger-march on McDonald's using real-time data · Ensemble Worldwide / UM · Malaysia
- Knorr · Love At First Taste · MullenLowe London, MullenLowe US · United Kingdom & United States
- Lenovo · Think Progress · King Content · United Kingdom
- L'Oréal Paris Revitalift Laser X3 · Laser or L'Oréal · McCann Melbourne · Australia
- Marriott Hotels · Becoming the Story · MEC · United Kingdom
- Maurice Blackburn Lawyers · Your Right Is My Right · One Green Bean · Australia
- Maxis · Reaching Malaysia SME owners · Ensemble Worldwide · Malaysia
- McDowell's No.1 Soda Trademark · Unleashing the disruptive power of a promise · DDB Murdra · India
- Melbourne International Film Festival · How selling future memories broke historic records · McCann Melbourne · Australia
- MS Limited Australia · This Bike Has MS · whiteGrey · Australia
- SmartLife · Project Akshar (Alphabets) · FP7 Dubai · United Arab Emirates
- Space · Field Trip to Mars · McCann New York · United States
- Volkswagen · From anything but a Volkswagen to nothing but a Volkswagen · DDB Mudra · India
The Best Use of Brand Purpose shortlist will be announced shortly, whilst the Social Strategy shortlist has already been released.
More information on the WARC Awards can be found here.