Campaigns for Puck and Emirates NBD join Audi, Deutsche Telekom, eBay, Guinness, Microsoft, Pantene and Reebok in the 19 campaigns from around the world that have been shortlisted for the Warc Awards’ Effective Use of Brand Purpose category.

Two entries from the Middle East & North Africa (MENA) region are competing in the category. These include ‘Cook with Her’ for Puck from Arla Foods, done by FP7/DXB for Saudi Arabia. The second campaign is ‘People with Determination’ for Emirates NBD in the United Arab Emirates.

The category is a search for marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.

The panel of 17 brand purpose judges chaired by Claudia Willvonseder, Chief Marketing Officer, IKEA, has selected for the shortlist three Global, three US and three Indian campaigns as well as campaigns from Australia, Brazil, Indonesia, Israel, Mexico, Peru, Saudi Arabia, Spain, United Arab Emirates, Irish Republic and United Kingdom.