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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 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  


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  If you are not a subscriber but would like to request a trial, please visit

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