Mindshare's Kissanpur in shortlist for Warc Prize for Innovation 2013
Three Australian cases in final seven entries; McCann most represented agency network on shortlist
BestMediaInfo Bureau | Delhi | May 29, 2013
Three cases from Australia have made the final shortlist of seven contenders for the Warc Prize for Innovation 2013, which will be awarded to the best case study worldwide of effective innovation in communications.
Two entries from McCann Australia and one from Naked Communications Melbourne are up against competition from the United States, India, Israel and Colombia for the $10,000 prize. The winner is due to be announced on warc.com at 10.00 GMT on June 5.
Full details of the shortlisted entries are given below. They have been selected by a panel of 15 judges, chaired by Howard Draft, Executive Chairman of Draftfcb. The judges scored written submissions from the entries according to five criteria. They praised entrants for demonstrating innovative approaches to challenges as varied as real-time marketing of food, increasing hotel revenues, demobilising terrorists and selling train tickets.
Warc Prize for Innovation entries are scored for five different criteria: Campaign Background (15% of total marks); Insight & Strategy (20%); Implementation (15%); Performance against Objectives (20%); Innovation & Lessons Learned (30%).
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 our free Warc Prize Vimeo page and downloads of its case study on warc.com.
At the time of writing, the Popular Vote is being led by 'Human Coupons', a campaign for IKEA by Leo Burnett Canada. You can check the full current leader board of the Popular Vote here. The Vote will run until 00.01GMT on July 1, 2013.
2013 Warc Prize for Innovation Short List (A-Z by case study title)
Title: When tomato ketchup grew tomato farmers (India)
Brand: Kissan Ketchup (Hindustan Unilever)
Agency: Mindshare India
Authors: Anagha Ingle, Baljeet Singh
Title: Blood Relations (Israel)
Brand: Peres Center for Peace
Agencies: BBR Saatchi & Saatchi
Author: Rachel Friend
Title: Daily Twist (United States)
Brand: OREO
Agencies: Draftfcb
Authors: Auro Trini-Castelli, John Campbell, Susan Polachek
Title: Dumb ways to die (Australia)
Brand: Metro Trains Melbourne
Agency: McCann Australia
Author: Karl Bates, Adrian Mills, Danish Chan
Title: Guilt Trips (Australia)
Brand: V/Line
Agency: McCann Australia
Author: Karl Bates, Adrian Mills, Danish Chan
Title: Overstay Checkout (Australia)
Brand: Art Series Hotels
Agency: Naked Communications Melbourne
Authors: Adam Ferrier, Lach Hall
Title: Rivers of Light (Colombia)
Brand: Group of Humanitarian Attention to the Demobilised
Agency: Lowe-SSP3
Authors: Juan Pablo Garcia, Marialejandra Urbina, Mihir Warty, Jane Dorsett
Subscribers to Warc, the global marketing knowledge service, can read the shortlisted case studies in full now on www.warc.com/prize. If you are not a subscriber but would like to request a trial, please visit www.warc.com/trial.