WARC has released its list of the most-awarded campaigns and companies for creativity, media and effectiveness. This year’s WARC Creative 100, Effective 100 and Media 100 include rankings from 2020, which WARC normally releases in Q1 2021 but postponed due to the pandemic. The 2022 WARC Rankings, which will judge work from 2021, will return to a Q1 release.
WARC’s rankings are determined by combining the winners’ lists from the industry’s most important global and regional awards in 2020, as determined by the WARC Rankings Advisory Board and a global industry survey. A proprietary three-step methodology is also applied. Brand winners include Ikea, Nike and Coca-Cola and among campaign winners are “The E.V.A. Initiative” by Volvo, “The Shape of History” by Hulu and “I’m Drinking It For You” by DB Export. See the full list below.
- Moldy Whopper · Burger King · Ingo Stockholm / David Miami / Publicis Bucharest · 800.9 points
- Burger King’s “Moldy Whopper” campaign was, by far, the most highly ranked campaign. A food artist creates a picturesque Whopper before over a month’s worth of footage of the decaying burger is shown over the course of 30 seconds. The experience ends with the words, “The beauty of no artificial preservatives.” Still images depict macro shots of the decaying burger well into the 30 days it sat out. Burger King’s agency partners Publicis, Ingo and David Miami collaborated to produce the campaign.
- Stevenage Challenge · Burger King · DAVID Madrid / DAVID Miami · 483.5 points
- By sponsoring the relatively unknown club at the bottom of football’s fourth division Stevenage FC, BK’s branded kit featured in the FIFA 20 video game. The Stevenage Challenge invited players to compete as Stevenage FC and complete a series of in-game tasks such as simply scoring a free kick or scoring from a corner while wearing one of the BK-sponsored Stevenage FC shirts. Players placed football’s best players in the shirts, shared their goals online and earned rewards. Before long, 25,000 goals were posted online and the club sold out of their shirts for the first time in its history.
- The E.V.A. Initiative · Volvo · Forsman & Bodenfors Gothenburg · 272.1 points
- Volvo has been collecting crash data since the 1970s to understand what happens to the human bodies of various sizes, genders and shapes during a collision. Volvo’s The E.V.A. Initiative saw the company share that research with the rest of the automotive industry so that all cars may be produced with greater safety features for every body.
- Burger King · 680.3 points · no change from #1
- Ikea · 564 points · up from #4
- Diesel · 359.7 points · up from #9
- Restaurant Brands International · Canada · 816.9 points · no change from #1
- Anheuser-Busch InBev · Belgium · 811.3 points · up from #3
- IKEA · Sweden · 564 points · up from #8
- Rabbi Bot · Always · MediaCom Connections Tel Aviv / ACW Grey Tel Aviv / GO Digital Marketing Netanya · 95.4 points
- After every period, Jewish women must request that a rabbi visually inspect their pads to determine whether they are approved for intercourse. Always addressed this through an AI-based app that scans an image of the pad to determine whether menstruation has completed. Attendants of the ritual baths served as the company’s branded app promoters. Nine thousand women logged on in the first month.
- The Shape of History · Hulu · UM Los Angeles · 81.1 points
- One of the primary themes in The Handmaid’s Tale is ‘History is written by those with power.’ Hulu’s campaign changed the narrative to emphasize that history is actually shaped by those who tell it. So, in June 2019, Hulu addressed the fact that only 8 percent of all statues in the US are of women by erecting 140 new female statues in New York City (where the percentage drops to just three). The statues were made of mirrors, symbolizing Hulu’s invitation to everyone to take part in shaping history. The company went on to install statues in Boston, Atlanta and San Francisco.
- Naming The Invisible By Digital Birth Registration · Telenor · Ogilvy Islamabad · 70 points
- Sixty million Pakistanis are unregistered citizens in Pakistan, causing severe obstacles in enjoying many of the rights most people take for granted. Telenor, Pakistan’s second-largest mobile network collaborated with the government, UNICEF, Ogilvy and others to create Digital Birth Registration (DBR), an app that helps the country’s children obtain a birth certificate—a document required for medical care, schooling and protection from illegal child labor. Today, more than 1.2 million children have obtained birth certificates.
- McDonald’s · 135.3 points · up from #8
- Nike · 118.6 points · up from #4
- Always · 92.7 points · new entry
- Unilever · Netherlands / UK · 346.4 points · no change #1
- Procter & Gamble · US · 278.8 points · up from #3
- The Walt Disney Company · US · 183.7 points · up from #10
- I’m Drinking It For You · DB Export · Colenso BBDO Auckland / Carat Auckland / Red Star Auckland · 51.7 points
- New Zealand beer company DB Export celebrated Valentine’s Day with a romantic ballad to low-carb beer. The campaign featured a full-length song, “I’m Drinking It For You” and a music video depicting all of the romantic things one can do for their partner while holding a beer, encouraging couples to choose the new Gold Extra Low Carb beer as a romantic gesture for their significant other. The song was also supported by radio appearances, live performances, singing telegrams, “beer bouquets” on gift sites and broadcast in key locations like gyms. The song played on the radio with custom intros that changed depending on the time of day, location and musical interests of the listener. It reached number two on the Apple music charts and was viewed 5 million times across all platforms as sales met eight-month targets in two weeks.
- Can’t Touch This · Cheetos · Goodby Silverstein & Partners San Francisco · 50 points
- MC Hammer’s hit single “Can’t Touch This” turned 30 years old last year as it was used to promote Cheetos Popcorn. The 30-second spot featured an unassuming man in various settings eating a bag of Cheetos Popcorn who was able to avoid several situations due to his Cheetle-covered fingers. “Cheetle” is the dust that the brand has become infamous for. MC Hammer popped up intermittently throughout the commercial.
- Michelin Impossible · KFC · Ogilvy Sydney · 47.2 points
- Kentucky Fried Chicken Australia set out to change the public’s perception of its food quality. It partnered with Ogilvy Sydney to create a campaign to earn for one of its remote restaurants the highest award in the restaurant industry—a Michelin star. Northern Territory Alice Springs KFC franchisee Sam Edelman, a bearded and grinning ginger, was the brand’s spokesperson for the campaign. He and KFC created a series of stunts, activities, media appearances and radio interviews before Edelman interviewed Michelin Star chef Louis Stephane Pitre for advice on achieving the award. Michelin didn’t award the star but the campaign reached 850 million people via earned media and achieved a 16:1 return on investment. It also achieved its primary goal as 65 percent of Australians surveyed reported improved perceptions of the brand’s food quality.
- McDonald’s · 209.8 points · no change #1
- KFC · 163.3 points · up from #4
- Coca-Cola · 135.9 points · down from #2
- Unilever · Netherlands / UK · 240 points · no change #1
- McDonald’s · US · 209.8 points · up from #6
- The Coca Cola Company · 166.3 points · down from #2