The third and final shortlist of The Warc Awards, has brought good news for creative agency FP7/DXB. Out of the the 20 entries that were shortlisted, the agency managed to secure five spots in the Brand Purpose category. The award rewards marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.
Chaired by Jim Stengel – President/CEO of The Jim Stengel Company, the jury of 13 senior industry leaders looked for purpose-led approaches to marketing that have been successful not just in fulfilling a societal need but also in achieving commercial goals. The jury were seeking for evidence of brands integrating purpose into their marketing and their wider enterprise as opposed to investing in bolt-on CSR programs.
The five campaigns that were shortlisted include Emirates NBD’s ‘The AC Vests’ which was developed by the agency partnering with MediaVest Spark. Other campaigns include Coca-Cola’s ‘A World of We’, MasterCard’s ‘Priceless Causes’, National Health Insurance Daman’s ‘Vitamin D’ and Don’t ‘treat’ yourself to antibiotics.