The highest honours of the WARC Awards for Effectiveness 2024, in association with LIONS, have been announced, celebrating the most outstanding marketing campaigns worldwide that demonstrate strategic brilliance and impactful results driving commercial success. Six Grands Prix were awarded after a rigorous judging process involving a super jury composed of all 12 regional jury chairs from Asia-Pacific, Europe, the Middle East & Africa, Latin America, and North America.
From 22 regional gold-winning entries, the Grands Prix highlights marketers' exemplary efforts in driving growth across various sectors and audiences for both local and global brands.
India emerged as the standout performer, with Leo Burnett Mumbai securing two Grands Prix. The other winners include Australia, Brazil, Spain, and Sweden, each taking home one Grand Prix.
Susan Irving, Chief Marketing Officer, Kruger Products, Canada, and Chair of the Global Grand Prix jury said: “It was my privilege to lead such a disciplined, accountable jury that held work to the highest standards. Our decisions were guided by the data and the Creative Effectiveness Ladder and we were rigorous in seeking only to recognise those campaigns that unquestionably connected their objectives to strong results and demonstrated long-lasting impact for brands and society. Anyone awarded a Grand Prix by this jury is a true Grand Prix winner, the best of the best, and I congratulate them all.”
John Bizzell, Awards Lead, WARC, added: “The six Grand Prix winners that our super jury lasered in on from the hundreds of entries judged this year are superb additions to WARC’s library of effectiveness and really set the bar for the quality of work brands and agencies need to create to compete for these awards. I’m excited to share them with the world and see what they inspire in the future.”
The six Grand Prix winners for the WARC Awards 2024 are:
Cultural Impact Grand Prix: ‘Changing the education system to keep girls in school’ for Whisper by Leo Burnett, Mumbai, India
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. Following the campaign, the Indian government has committed to adding in the missing chapter.
Instant Impact Grand Prix: ‘Handshake Hunt’ for Mercado Libre by GUT, São Paulo, Brazil
Mercado Libre, an electronic commerce platform in Latin America, partnered with TV channel Globo during Black Friday, displaying QR codes for discounts whenever their logo, a handshake, appeared on-screen to increase transactions in Brazil. The campaign reached 80 million people, with 925k coupons being used, and both website traffic and sales increased.
Long-term Growth Grand Prix: ‘Big enough to make a difference’ for McDonald’s by Nord DDB, Stockholm, Sweden
Fast-food giant McDonald’s introduced over 20 initiatives in Sweden that focused on sustainability, the environment, and social responsibility, to increase brand trust, visit intent, and sales. It expanded its electric car charging network, created biodiversity initiatives, published children’s books, contributed to its charities, reduced its litter and more.
Partnerships & Sponsorships Grand Prix: ‘Absolutely Heinz – Bringing two iconic household brands together to go absolutely viral’ for Heinz by VML Barcelona, Spain
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 collaboration campaign reached over 0.5bn earned media impressions, the hashtag #AbsolutelyHeinz went viral, and the product sold out instantly and topped the category.
Strategic Thinking Grand Prix: ‘How can a country exist without land?’ for the Government of Tuvalu by The Monkeys, part of Accenture Song, Sydney, Australia
The global campaign for the small island nation of Tuvalu helped elevate it from being a helpless victim of global warming to becoming a global leader driving meaningful change, by presenting a 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 will recognise Tuvalu’s sovereignty should it lose all physical territory.
Use of Data Grand Prix: ‘Democratising technology to help farmers fight climate change’ for Lay’s by Leo Burnett, Mumbai, India
To grow preference and penetration in India, potato chip manufacturer Lay's created a data-driven initiative to protect its supply chain by helping farmers identify and respond to weather hazards to prevent crop loss. As a result, potato yields increased by 25%, boosting farmers' income by $55/acre; preference grew 10bps and penetration grew by 8bps.
The Grands Prix winners were first revealed today via The Effectiveness Show part one. The Effectiveness Show part two will include interviews and insights from the Grand Prix winners and will be available on 27 June.
This year’s awards saw 92 winners with 36 bronze, 34 silver, 22 gold awards presented across 5 regional awards shows and 6 Global Grands Prix. No Grands Prix were awarded in the Brand Purpose, Business-to-Business, Channel Integration, Channel Pioneer, Customer Experience nor Path to Purchase categories.
The WARC Awards 2025 will open for entries on 3 September.
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