Ranked Number One is ‘Penny the Pirate’, developed by Saatchi & Saatchi and OMD for Australian optical chain OPSM. ‘Penny the Pirate’ innovatively combined traditional and digital media, producing an engaging printed book and app to highlight vision problems in children. More than 126,000 parents bought the reading book, the number of eye tests conducted by OPSM increased by 22.6% year-on-year, and its sales also grew by more than one fifth (22.4%).
The OPSM ‘Penny the Pirate’ campaign has collected more than 100 awards to date including Best in show and three Golds at the recent Smarties mobile awards in Australia. Other awards include; APAC Effie Awards, AMES, Cannes Lions, Cannes Lions Health, CLIO Awards, Effie, IPA Best of Health, Spikes Asia and Webbys. ‘Penny the Pirate’ was also featured in The Gunn Report ‘Cases for Creativity 2015’, a list of 17 campaigns that fulfill the criteria of winning both a Gold Lion at Cannes for creativity, and a Gold Effie award for effectiveness.
The Warc 100 rankings are based on performance in effectiveness and strategy awards around the world, and are built on a rigorous methodology developed in consultation with King's College London. Warc tracks advertising competitions around the world – all of which require entrants to show the business impact of a campaign, rather than solely recognizing the campaign’s creativity.