DDB Canada and Cundari on Warc 100

BMW and Canadian Tourism work makes the list

Three Canadian ad campaigns have made Warc’s annual list of what it calls “the smartest marketing campaigns in the world.”

Two campaigns by Cundari tied for the top spot by a Canadian agency, with both BMW’s “1M Launch” and Hospital for Sick Children’s “Pain Squad” coming in at number 35 on the list.

First released in 2011, BMW’s “1M Launch” included a series of online videos showing off the auto-maker’s then-new 1M model. In just two weeks, the videos garnered over 3 million views and went on to collect plenty of hardware, including a gold at the Marketing Awards.

That same night, Cundari also took home Best In Show for “Pain Squad,” a smartphone app developed for kids undergoing cancer treatment.

DDB Canada’s “Canada, Keep Exploring” campaign for the Canadian Tourism Commission (CTC) is Canada’s other Warc finalist, coming in at number 58. The campaign included a blog, YouTube videos, TV spots and Facebook posts that shared real experiences from travellers and helped Canada maintain its spot as the best-ranked country brand in the world.

The work has kept the CTC happy, too, as it selected to retain DDB, signing it on to another 5-year contract, after a mandated agency review.

The CTC also scored another spot on the list thanks to its “Upgrade to Canada” campaign by OMD U.K., which came in at number 52.

JWT Cairo’s campaign for the telecom brand Vodafone took the coveted number one spot on the list, which is created by compiling award show data from around the world.

Warc is a privately owned organization that aims to drive best practices in the marketing industry. It compiles its 100 list after it has “analysed the world’s top ad effectiveness and strategy competitions.”

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