Eighteen case studies on long list for Warc Prize for Innovation 2013

Australia and India head the list of countries with most entries through to the next stage of judging

BestMediaInfo Bureau | Delhi | May 13, 2013

Australia and India head the list of countries with most entries through to the next stage of judging for the Warc Prize for Innovation 2013. Five entries from Australia and three from India are among the 18 cases long-listed for the Warc Prize for Innovation. Entries from China, Vietnam and New Zealand complete the strong showing from the Asia-Pac region.

Among agency networks, Lowe and Partners, McCann, Leo Burnett, Naked Communications, Starcom MediaVest and Mindshare India all have two entries each on the list.

The full list features examples of effective innovation from 16 countries and nine sectors. It pits work from big brands such as McDonald's, Honda, K-mart, Mars, and OREO against lesser known organisations.

The judges have praised the innovative thinking and insights displayed by this year's entries. The panel of 15 judges, chaired by Howard Draft, Executive Chairman of Draftfcb, will award the Prize to the case study that best demonstrates effective innovation based on a written submission scored according to five criteria. The winner will be announced in June this year.

This year, for the first time, Warc is also awarding a Popular Vote trophy for the entry that attains the highest combination of “likes” of its video on the free Warc Prize Vimeo page and downloads of its case study on warc.com.

Entries from India:

1. Brand: Kissan Ketchup (Hindustan Unilever)

Title: When tomato ketchup grew tomato farmers (India)

Agency: Mindshare India

Authors: Anagha Ingle, Baljeet Singh

2. Brand: Slice(Pepsi)

Title: Seduction in a bottle (India)

Agency: India, JWT India

Author: Shefali Mahadevia

3. Brand: Lifebuoy

Title: Saving lives with soap (India, Indonesia, Kenya and Nigeria)

Agency: Lowe Lintas and Partners

Authors: Saji Abraham and Pooja Rawat

The Warc Prize for Innovation entries are scored on five criteria: Campaign Background (15 per cent of total marks); Insight & Strategy (20 per cent); Implementation (15 per cent); Performance against Objectives (20 per cent); Innovation and Lessons Learned (30 per cent).

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