WARC is out with its Effectiveness 100 rankings for 2023 and the top-ranked campaign is “Contract For Change,” created by the FCB offices in New York and Chicago for Michelob Ultra.  

The beer brand, part of Anheuser-Busch InBev, is credited with helping to make the U.S. agricultural sector more sustainable by creating a program that gives farmers incentives to become organic growers.  

The second-ranked campaign is ‘Not Just a Cadbury Ad 2.0’ by Ogilvy Mumbai and Wavemaker Mumbai. Cadbury increased sales of its Celebrations product to pre-pandemic levels during Diwali (a major Indian holiday) with a geo-targeted campaign that made Indian superstar Shah Rukh Khan the ambassador for small, local stores. 

Third ranked is ‘Famous Orders’ by Wieden + Kennedy New York for McDonald’s. The fast-food brand released various celebrities’ orders as meals to engage with multicultural youth after years of sales and market share decline among younger U.S. audiences.  

WARC tallies the major effectiveness awards globally and regionally over the past year to determine the winners.  

Other highlights:  

Creative agency: FCB New York 

Media agency: Wavemaker Mumbai 

Digital/specialist agency: Semetis, Brussels 

Network: Ogilvy 

Holding company: WPP 

Brand: McDonald's 

Advertiser: Anheuser-Busch InBev