6 Gold, 12 Silver and 6 Bronze awarded across 2 markets for 11 categories
Local and global brands honoured including Doordash, Dove, Ford, Lululemon, Toronto Star and leading agencies from across North America represented
22 May 2024 – The Gold, Silver and Bronze winners are announced for the WARC Awards 2024 – North America. Now in their fourth year, the awards, in association with LIONS, honour marketing and strategic effectiveness.
6 Gold, 12 Silver and 6 Bronze accolades have been awarded for North America. Campaigns for both global and local brands, and for a diverse range of product categories covering CPG, clothing, automotive and financial services are represented showcasing how marketers are driving growth across different sectors.
The United States leads with 21 awards, followed by Canada with 3.
The three jury panels for North America followed a rigorous judging process using the Creative Effectiveness and the B2B Effectiveness Ladders, unique tools providing a consistent approach and global language to benchmark effectiveness.
The Gold, Silver and Bronze winners are:
Silver
- Indeed’s Rising Voices · Indeed · Indeed, Austin · United States
- #KeepTheGrey · Dove · Edelman, Toronto · Canada
Silver
- The MDY Mid-Cap Cup · State Street Global Advisors · McCann, New York · United States
Bronze
- Meet your battery charger · Procell · VML, London · North America
Silver
- Ajinomoto cancel pizza · Ajinomoto · Edeleman, New York · North America
- Truth boxes · Toronto Star · Leo Burnett, Toronto · Canada
Gold
- Doesn’t kill to ask · Northwell Health · Strawberry Frog, New York · United States
Silver
- Working with cancer pledge · Memorial Sloan Kettering Cancer Center · Publicis Groupe, New York · North America
Silver
- Tax-Free bagel · Philadelphia · GUT, Miami · United States
Gold
- Kid currency · Doordash · GUT, Los Angeles · United States
Silver
- Winning a heated debate · Dunkin’ · Leo Burnett, Chicago · United States
Bronze
- Move over turkey, Campbell’s celebrates and owns sides season · Campbell’s · Leo Burnett, Chicago · United States
Gold
- Powering the next 177 years of growth by closing the home confidence gap · Arm & Hammer · The Via Agency, Portland · North America
Silver
- Unfold Your World: Growing Samsung Foldables in an Apple-centric America · Samsung · Ogilvy, New York · United States
Bronze
- What would you do? · Klondike · The Via Agency, Portland · United States
Partnerships & Sponsorships category
Gold
- Campbell’s “joy nights in” delivers heartwarming, holiday comfort · Campbell Soup Company · Spark Foundry, New York · United States
Bronze
- Ford X Sydney Sweeney · Ford · Wieden + Kennedy, New York · United States
Silver
- Premier nutrition – Winning prime day · Dymatize · Exverus Media, Los Angeles · North America
Strategic Thinking category (new)
Gold
- Perdue beer can chicken beer · Perdue · Edible, Chicago · United States
- Tear the paper ceiling · Opportunity@Work · Ogilvy, New York· United States
Silver
- Dupe Swap · Lululemon · Edelman, New York · United States
Bronze
- Comeback Season · Mucinex · McCann, New York · United States
- #GetTheMessage – iPager · Android · DAVID, Miami · United States
Commenting on the winning work in this new category, jury chair Susan Irving, Chief Marketing Officer, Kruger Products Inc., Canada, said: “The winning cases had clear strategies, objectives and results. And then the winning cases also had creative thinking and were innovative ideas to solve their business problems to drive growth.”
Silver
- Trending 2 table · Voila (grocery delivery) · FCB Toronto · Canada
No metal is awarded in the Channel Integration category.
Commenting on the awarded work, Dara Treseder, Chief Marketing Officer, Autodesk, USA, and jury chair of the Brand Purpose, Business-to-Business, Cultural Impact, Customer Experience, Instant Impact, Long-term Growth categories, said: “People want to see the effectiveness of what you’re doing. Across the board, people were being really thoughtful about what the return on investment is and you could see clearly that was being used even as they were deciding do we do this campaign or even as the objectives were being created.”
Jury chair of the Channel Integration, Channel Pioneer, Partnerships & Sponsorships, Path to Purchase, Use of Data categories, Yusuf Chuku, EVP, Strategic Planning & Commercial Impact, NBCUniversal, USA, added: “The best work had real insight into the human condition and human behavior and was able to then supplement that with data and technology to drive effectiveness of the work. The best work also understood context, and that’s context not just in terms of the media channel that the work was appearing in, which was important, but also to recognise the context in which your brand turns up and how to turn up in the right way.”
The Gold winners will automatically progress to compete at a Global level where a super-jury made up of all the regional jury chairs – Asia-Pacific, Europe, Latin America, Middle East & Africa, North America – will award the coveted WARC Grands Prix, the ultimate recognition for marketing success.
The Grands Prix will be revealed on 13 June via the Effectiveness Show part one. The Effectiveness Show part two will include interviews and insights from the Grand Prix winners.