Uso Efetivo do Propósito de Marca

O trabalho "Native Bees", criado pela brasileira Santa Clara para a cerveja Appia, da Colorado, foi selecionado entre os finalistas em Uso Efetivo do Propósito da Marca para o Warc Awards, pesquisa global que investiga a eficácia do marketing.

Vinte e uma iniciativas de marketing de todo o mundo que adotaram com sucesso o propósito da marca e alcançaram sucesso comercial, além de beneficiar uma comunidade mais ampla, foram selecionadas.

A lista foi selecionada por um painel da especialistas do setor, presidido por Ivan Pollard, vice-presidente sênior e chief marketing officer global da General Mills.

Confira abaixo os finalistas:

Job-Hunting in Sneakers · Band-Aid · Johnson & Johnson · BBDO Japan · Japan
Real Meals · Burger King Whopper · Burger King · MullenLowe US · United States
Art Gap · Standard Chartered Bank · Standard Chartered · TBWA\RAAD · United Arab Emirates
#FinishWaterWaste · Finish · Reckitt Benckiser · DEC PR · Australia
Drive Bigger · Volkswagen · PHD Media, Johannes Leonardo · North America
Senior Gamer Club · Hungarian Telekom · Deutsche Telekom · Uniomedia · Hungary
The Uncovered · Ahmini · Tunisie Telecom · J. Walter Thompson Tunis · Tunisia
Meet Me Halfway · SK-II · Procter & Gamble · Forsman & Bodenfors Singapore, Verizon Media · China, United States, United Kingdom
Glass and a half in everyone · Cadbury Dairy Milk · Mondelēz International · Ogilvy Malaysia · Indonesia
Democratising Education for Women in Indonesia · Fair & Lovely · Unilever Indonesia · Mindshare Indonesia · Indonesia
Out & Proud - India Comes Out of the Closet · The Times of India · Bennett Coleman & Co. Ltd · FCB India · India
Overcoming India's Toilet Divide · Harpic · Reckitt Benckiser · McCann Worldgroup India · India
As far as we go · Almosafer · Seera Group · FP7 McCann Dubai · Saudi Arabia
The Gift of Mom · Babyshop · Landmark Group · FP7 McCann Dubai · United Arab Emirates
It's up to us · Ooredoo · FP7 McCann Doha, FP7 McCann Beirut · Kuwait, Oman, Tunisia, Palestinian Territories
Abtal El Shawarea' (The Stars on the Streets) · Clear · Unilever · FP7 McCann Cairo · Egypt
The Ramadan campaign that didn't launch in Ramadan · Jawwy · STC · FP7 McCann Dubai, FP7 McCann Riyadh · Saudi Arabia
The Unheard Prayer · Maxis · Leo Burnett · Malaysia
The Non-Issue · L'Oréal Paris · L'Oréal Group · McCann London, McCann Paris · United Kingdom
The Country Pub Project · Airbnb · Airbnb Creative, APAC · Australia
Native Bees · Colorado's Appia · AMBEV · Santa Clara · Brazil