Four Kiwi efforts make Warc’s list of world’s best marketing campaigns

Global marketing and advertising resource Warc launched the Warc 100 last night, an annual ranking that is “designed to be a benchmark for commercial creativity”. And Colenso BBDO/Proximity featured three times and DDB featured once. 

Highest up the list was Colenso BBDO/Proximity’s Feel Tip Top at number 32. As the description says: “Tip Top enjoyed strong recognition, as an old, established brand, but was finding it difficult to connect with younger consumers. For the campaign, people nominated someone through social media to receive ice cream, which the company would then deliver. These deliveries were filmed and shared on television and online.” 

At number 43 was Steinlager’s Believe campaign for the 2011 World Cup, which won a Creative Effectiveness Lion in 2013.  

“With this campaign, Steinlager Classic, a New Zealand beer brand owned by Lion Nathan, leveraged its home country’s hosting of the Rugby World Cup, in spite of its rival Heineken being the official tournament sponsor. Its solution was to reintroduce its can design from 1987, the last time New Zealand won the cup.” 

The V Motion Project and Mountain Dew’s Beyond the Wall, both by Colenso BBDO, were 80th and 81st equal respectively. 

“V Energy, the energy drink brand, took an innovative approach to music and technology to target young people and protect its top market share. The campaign centred on tech that could use the body’s movement to make a piece of music. All media pushed consumers to the brand website, which saw visits increase by almost 1000 percent.”

As for Mountain Dew: “This campaign was based around software that allowed graffiti artists to tag virtual space, as it appears on Google Street View. This work attracted young male Mountain Dew fans, and ultimately delivered both volume and value growth of around +30%.”

There are already a number of awards that give awards based on the number of awards won. It’s all very meta and it often seems to get the goat of the awards cynics. This one is also based on combining awards results (from 75 different competitions) and assigning points based on the level of awards won, then weighting those points based on the competition’s rigour and prestige in the global industry.

Number one on the list was ‘Fakka‘ by JWT Cairo, “which introduced Micro Credit Recharge Cards for low-income Egyptians and developed a new distribution channel by turning the cards into a form of low-denomination currency that could be used by shopkeepers in place of small change.” 

Small Business Saturday‘, a campaign for American Express by Digitas and Crispin Porter & Bogusky, was second and ‘It’s More Fun in the Philippines‘ by BBDO Guerrero for the Philippines Department of Tourism was third.

Fourth was ‘Thank You, Mom‘, a US campaign for Procter & Gamble by Wieden + Kennedy, while fifth place went to ‘Overstay Checkout‘ for Art Series Hotels in Australia by Naked Communications.


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